1. What is engagement on Instagram<\/h2>\n\n\n\n
Engagement <\/strong>is users’ interactions with the account (likes, comments on posts and stories, saving and reposting of posts, views and reactions to stories). That’s why bloggers beg for reactions from subscribers – it’s engagement.<\/p>\n\n\n\n The more interactions a user has with their profile, the more often they see new content in their feed. These are engaged accounts, and such users are called engaged in the life and behind the scenes of the blogger\/brand.<\/p>\n\n\n\n What are engaged accounts?<\/strong><\/p>\n\n\n\n It’s the percentage of people on Instagram who have seen a post or post and are actually interested in it. That is, followers who follow and respond to the profile content. Users who are interested in the online and real lives of those they subscribe to. They are the engaged audience.<\/p>\n\n\n\n What engaged Instagram accounts give the profile:<\/strong><\/p>\n\n\n\n The more people see your content, the more popular you are, and the more chances the account has to get into Recommended. And Recommended is filled based on your interests as a user: if you like and save Riles with haircuts \/ makeup, like and comment on the profiles of hair stylists and makeup artists, or save similar posts, you will get to this section of Instagram similar in theme pictures and videos.<\/p>\n\n\n Fig.1 \u2013 Recommended based on interests (2 different accounts)<\/p>\n\n\n\n Recommended today is the way to go. The more audiences see you, the more interest they will show. This way you increase your chances of gaining subscribers and active users who will be interested in your products.<\/p>\n\n\n\n What content on Instagram includes:<\/p>\n\n\n\n And for each type of post, engagement will be different because each type of content accounts for different interactions.<\/p>\n\n\n\n A post’s<\/strong> engagement metric includes:<\/p>\n\n\n\n For stories<\/strong>, these are:<\/p>\n\n\n\n In a broader sense, engagement also includes:<\/p>\n\n\n\n Because these metrics directly or indirectly affect growth, account promotion, and ultimately sales.<\/p>\n\n\n\n The more subscriptions, and the more targeted ones<\/strong>, the more likely you are to get more likes, comments, and other reactions.<\/p>\n\n\n\n Mentions and branded hashtags<\/strong> contribute to memorability and recognition among users. A follower has tagged you in a post, photo or stories – he wants to get the brand’s attention.<\/p>\n\n\n\n What tagging means:<\/p>\n\n\n\n Fig. 2 \u2013 Mentions in different types of Instagram content<\/p>\n\n\n\n Whether it’s a positive or negative mention, you’ll have to work into it (repost, reply, likes, reactions). For example:<\/p>\n\n\n\n Fig. 3 \u2013 UGC response options: repost, reply, like, react<\/p>\n\n\n\n In addition to mentions, you get user-generated content (User-generated content or UGC). It can be not only reposted in a post, but also posted to your profile, if the picture is beautiful and meets all the visual requirements for the image on the brand account. The same situation with branded hashtags<\/strong>:<\/p>\n\n\n\n Increase your online reputation by giving feedback to users.<\/p>\n\n\n\n Track clicks on links in posts.<\/strong><\/p>\n\n\n\n The social network’s built-in tool, the sticker, is used for this purpose. And since October 27,<\/a> Instagram announced that every user now has the ability to post a link in a stories. Let me remind you \u2013 previously the Link<\/em> sticker was only available to profiles with 10,000 followers. Take advantage of the new feature!<\/p>\n\n\n Fig. 4 \u2013 Using the sticker in stories<\/p>\n\n\n\n How can I use the Link<\/em> sticker?<\/strong> Usually the engagement ratio, ER, is understood as an indicator.<\/p>\n\n\n\n ER<\/strong> is the sum of all reactions to the content divided by the number of subscribers to the profile.<\/p>\n\n\n\n You can calculate engagement manually or automatically. As a rule ER is calculated for separate posts.<\/p>\n\n\n\n The formula for calculating ER of<\/strong> a post:<\/strong><\/p>\n\n\n Approximate ER figures for accounts depending on the number of subscribers:<\/p>\n\n\n\n You can find different figures in other sources, and they will still only be approximate values. Because the number and quality of subscribers each profile is different, as well as the subject matter. And keep in mind that the more subscribers an account has, the lower the engagement rate will be.<\/p>\n\n\n\n Hootsuite<\/a> and We Are Social<\/a> provide these guidelines for content engagement on Instagram for business accounts:<\/p>\n\n\n Fig. 5 \u2013 Engagement rate on Instagram based on post type<\/p>\n\n\n\n Carousel is the most attractive type of content on the social network. This is logical and understandable, because the mechanism considers swipes in carousel as an active and useful action \u2013 if the user stays too long and looks through the photo, it means that the post content is interesting for him.<\/p>\n\n\n\n Since October 21<\/a>, you can use Instagram Insight’s own statistics to calculate ER stories. It is available if you have a connected business or professional account.<\/p>\n\n\n Fig. 6 \u2013 Tab Involved accounts<\/p>\n\n\n\n We are interested in the Content Interactions section, click on the i icon:<\/p>\n\n\n\n Fig. 7 \u2013 Statistics (what Instagram means by engagement)<\/p>\n\n\n\n Let’s now calculate the ER for a post with this data. There is a “Statistics<\/em>” button under each post, click on it and look at the reactions.<\/p>\n\n\n Fig. 8 \u2013 Post interaction statistics<\/p>\n\n\n\n Initial account data:<\/p>\n\n\n\n ER = (53 + 16 + 4) \/ 445 * 100% = 16.4%<\/p>\n\n\n\n 16% is normal for a small personal account.<\/p>\n\n\n\n There is no formula for calculating ER stories as such. But there is a method I described in the article Raising Engagement in Stories. Personal experience<\/a>. Go ahead and count it. You will definitely need connected Instagram stats (i.e. business or professional account\/author account).<\/p>\n\n\n\n *The stats connection is free.<\/p>\n\n\n\n Video ER tracking tip: <\/strong>Users often interact with a video by watching it, not by clicking the “Like” icon. So for video analytics, use reach or comments to get more truthful data. The main thing to do to increase ER is to post stories and publications. They’re what subscribers respond to. What you can offer today:<\/p>\n\n\n\n It’s very easy to tell you how to do it, but you still need to show examples and try to implement the suggested methods yourself.<\/p>\n\n\n\n Here are a few examples of games from the stories<\/em>:<\/p>\n\n\n Fig. 9 \u2013 Post-it game from @stary_lev<\/a> <\/p>\n\n\n\n VSL used two types of stickers at once: a window with the answer and a quiz. The mechanics are simple, and if the subscriber doesn’t know the answer, he will pass by.<\/p>\n\n\n\n Fig. 10 \u2013 Simple stories game by @zhyvy_prosto<\/a> <\/p>\n\n\n\n Zhyvy prosto just sees a quiz with a “Yes\/No<\/em>” poll. The mechanics are easy to do \u2013 only 1 sticker is used. After you can draw a rough portrait of a subscriber and post what resonates with the majority of the profile audience.<\/p>\n\n\n![\"Engagement](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-1-rekomendovannoe-na-osnove-interesov-2-raznyh-akkaunta-1024x836.jpg\" "\\"Recommended")
<\/figure><\/div>\n\n\n2. What engagement is made up of<\/h2>\n\n\n\n
The term engagement applies to content on social media.<\/p>\n\n\n\n![\"Engagement](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-2-upominanie-v-raznyh-tipah-kontenta-instagram-1024x556.png\" "\\"Mentions")
<\/figure><\/div>\n\n\n![\"Engagement](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-3-varianty-otvetov-na-ugc-repost-otvet-lajk-reakcija-1024x417.jpg\" "\\"UGC")
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To you \u2013 a mention + new content (story or post).
To the subscriber \u2013 attention from the brand, knowing that their voice is valuable.<\/p>\n\n\n\n![\"Engagement](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-4-ispolzovanie-stikera-v-istorijah-1024x417.jpg\" "\\"Using")
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Attach the UTM tag to the products you advertise, or any other products, and follow the clicks on the sticker in Statistics. This way you can see if users click on your links. In addition, all clicks on the UTM tagged link will be shown in your traffic sources in Google Analytics.<\/p>\n\n\n\n3. How to calculate engagement rate on Instagram<\/h2>\n\n\n\n
![\"Formula](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/formula-vovl-posta-3-1024x143.jpg\")
<\/figure><\/div>\n\n\n![\"Engagement](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-5-vovlechennost-v-instagram-v-zavisimosti-ot-tipa-posta.png\" "\\"Engagement")
<\/figure><\/div>\n\n\n![\"Instagram](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-6-vkladka-vovlechennye-akkaunty-1024x836.jpg\" "\\"Tab")
<\/figure><\/div>\n\n\n![\"The](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-7-statistika-chto-podrazumevaet-instagram-pod-vovlechennostju-1024x418.jpg\" "\\"Statistics")
<\/figure>\n\n\n\n![\"Statistics](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-8-statistika-vzaimodejstvij-posta-1024x520.jpg\" "\\"Post")
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It’s the reach, not the displays, because the reach counts unique users, while the displays record all views, including repeat views. And a person can view the same video multiple times.<\/p>\n\n\n\n4. How to increase the engagement rate<\/h2>\n\n\n\n
And of course, do not abandon their followers without feedback (in paragraph 2 talked about this).<\/p>\n\n\n\n![\"Raising](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-9-igra-so-stikerami-ot-izdatelstva-stary_lev-1024x559.jpg\" "\\"Post-it")
<\/figure><\/div>\n\n\n![\"Increasing](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-10-prostaja-igra-v-storis-ot-zhyvy_prosto-1024x419.jpg\" "\\"Fig.")
<\/figure>\n\n\n\n![\"Increasing](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-11-igra-ot-oficialnogo-profilja-rammsteinofficial-1024x554.jpg\" "\\"Game")
<\/figure><\/div>\n\n\n
![\"Warming](\"https:\/\/ppcseo.com\/wp-content\/uploads\/2022\/02\/ris.-12-progrev-i-sam-prjamoj-jefir-v-bloge-denominant-1024x556.jpg\" "\\"Warm")
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