The campaign ran from the 1st of April for 4 weeks with the final day for analysing being the 29th of April. My aim by the end of the 4 weeks was to have a follower count of 150 users on Madigan’s Instagram account.
The initial plan was to post an introductory post and then focus on engaging with other accounts by liking and commenting on relevant images, similar to what I aimed to post, with the hope that this would gain 10-15 followers on day one.
However by the end of day one the account had over 50 followers, 1/3 of what the account was projected to gain after 4 weeks was gained in one day.
As followers increased I began using the app Instrack, the purpose of this app is fairly self-explanatory as it allows you to track your account activity from who is liking your posts, who has unfollowed you and people who are following you that you do not follow back. This was very helpful in keeping track of how many followers the account was gaining daily.
Using these app allowed me to analyse the follower pattern and identify that in the fourth week the pace at which the follower count increased had declined. The first 90+ followers were sufficiently quick in building due to Madigan’s already having an established audience base so this helped the initial start-up of the account. The next group however was slower to build as they were users who had not previously known about the business and therefore solely relied on the content I was providing.
Facebook Insights
Facebook Insights also gave an indication as to the benefits of linking the Instagram account to Facebook. The page’s viewer had increased by 121% and post engagement had increased by 139%, the success of image based posts compared to text posts also showed a significant difference in average engagement levels, the Instagram images posted to Facebook received a lot of feedback and reaction from followers which can explain the dramatic engagement increase.
Iconosquare
This is the analytic app I used for a more in depth breakdown of the Instagram account. The app refreshes your stats daily and offers an engagement section which gathers the most liked posts (35 for most liked), average likes of your media site (11) as well as a cumulative sum of likes from the entire media on the feed (182). Within the app there is also a section which lists the followers that the account has seen the most engagement with, this was very helpful in recognising who the regular visitors of the feed are this allowed me to have a more rapid response to their comments and feedback to sustain that repertoire.
Fig. 1.1 Madigan's Instagram account 10 pm on April 1st; 54 followers.
ANALYTICS AND METRICS
Fig. 2.1 Engagement statistics
Fig. 2.2 Most commented photo analytics
Fig. 2.3 Most engaged followers
Fig. 3.2 Madigan's Facebook engagement increase from March 30th - April 26th
Fig. 3.1 Madigan's Facebook page view increase from March 30th - April 26th
Analytics for Instagram
The second analytics app used was useful for an overall depiction of the campaign statistics, over the course of the first month. This app gave accurate monthly percentages as to the growth of the account including; new likers, new followers and recurring likers.
