The social media ecosystem has known for some time that engagement with content is what matters more than vanity metrics.
Today we’ve released the latest in our Social Questions series of short videos where industry leaders talk about which metric they focus on to measure performance.
The information is timely, considering Instagram’s recent announcement that it will begin to test the “hiding of likes” in the United States. Take the time to watch it on our Resources/Video page and consider the opportunity a future without ‘likes’ provides.
Our clients can be assured this is a visual change only for users. It doesn’t affect APIs, Ad Manager or Page Insights at this time. As an official Media Measurement Partner of Facebook, we only use these officially supported integrations to collect data, to ensure the data we provide to our users is of the highest first-party standard and free from privacy or TOS considerations.
But from a user point of view important questions remain. When Instagram first announced this potential change earlier this year, it opened up an important discussion about competitive analysis. How much do ‘likes’ really matter in the context of content or campaign performance?
If the industry ultimately adopts the change and begins to slowly move away from this volume-based marker, it will signal a shift toward more meaningful insights about why your audience is responding and what else moves them. What ensues is a deeper discussion of how success is measured, and a more thorough understanding of that audience that’s more likely to move the strategic needle instead of simply stating a larger like count.
One thing is for certain, the social landscape will continue to evolve along with an audience that will also change the way it interacts with and consumes content.
Here are Shareablee’s recommendations on the top 3 approaches to use for mining ROI from your Instagram content or campaign:
Audience Engagement Insights
Actionable Best Practices
Competitive Benchmarking
What now?
Our Customer Success team is here to help you leverage the Shareablee product suite to ensure you are drawing on those tools that are truer measures of performance and help you deliver on your campaign goals.
Contact us to set up a call or if you’re new to Shareablee message us for a demo.