Perspective shared by Stephanie Stabulis about Instagram KPIs and tactics to achieve them.

On this episode, I talk about some perspective shared by Stephanie Stabulis about Instagram KPIs and tactics to achieve them.

From her:

👉🏽 DMs are actually the number one ranked factor for who's content you see. As a consumer, you see more content of the stories you react to and the people you DM the most. This wasn't even LISTED on this rank, but it's so key to give people opportunities to respond to your stories content to increase the % of your audience that you engage with.

👉🏽 The algorithm is machine learning and its personalized. This has been said over and over and over again. Your machine learns your habits and everyone's algorithm is based on their own habits. So if a user does not usually bookmark content or react to stories, but LIKES photos, the machine is using LIKES to determine what the individual wants served. It makes the LIKE for that user on your photos can be more valuable than a bookmark.

👉🏽 When it comes to REACH & ACCOUNT GROWTH, bookmarks only increase the reach of your content marginally, but not in comparison to what shares do. 20 bookmarks may move your content from an average reach of 100 to 200. But 20 shares to 100 people a piece increases your reach from 100 to 2000. Which brings me to my next point.....

👉🏽 This conversation means nothing without talking about social media goals. YOU CANNOT RANK THESE WITHOUT SPEAKING ABOUT A GOAL! Do you want to increase engagement and understand the value and influence of your content? That's bookmarks. Comments are functional because they show authentic interaction, which affects the psychology of consumers (and brands) and can affect your influence. Likes, though I still think the least important, will give you a guage specifically on the photos liked, since likes often cannot distinguish between who is a passive "liker of a photo" and who is engaged with you as a person. Every single one of those goals is important when growing your "influence", in NO RANK AND ORDER. STOP TELLING AUDIENCES WHAT DO YOU WITH YOUR CONTENT - and start using these tools as indicators on how you are progressing toward your goals.