It’s estimated by eMarketer that 104.7 million people in the US—or 31.8% of the population—will use the app this year. Instagram is the favorite social media app that everyone is using and talking about, but is it the most profitable?
With pretty, curated squares and engaging personalities, it’s tough to pull away from Instagram. Though it’s time to get strategic! How much traffic to your site (and revenue to your business) is the app really creating? If you translate the hours spent networking, connecting, and even curating content–is that return equivalent?
I’m not in any way suggesting that it’s not a viable social media platform to use… but the question becomes, are you using it in the right away? Is it great for driving traffic to a new blog post–or better for meeting, conversing, networking, and engaging with your tribe?
One thing we should all be doing? Tracking our outside links and traffic to analyze what’s working for us, and what isn’t. This will help you understand Instagram’s (in fact, everything’s!) place in your marketing strategy.
Ready? First, make sure you have Google Analytics installed. Get in touch with me if you don’t!
Most of your Instagram traffic right now is probably being bucketed into one big channel on Google Analytics: Direct Traffic. Oh, Direct Traffic. The big lost bucket! Even if you’re using a bit.ly or link app, there are limitations. LinkTr.ee was recognized by Google as a referral at one point; Bit.ly‘s will track clicks. My favorite right now, Bio.Fm doesn’t. (And then there’s the new, Milkshake app!)
So, just set up a tracking URL. You can even use it to test out different calls-to-action on your profile and see what works best for you. Just make sure you keep track and generate a system.