Keep reading to understand Instagram Live metrics.
Instagram Live metrics explained
Instagram Insights now consists of four new essential metrics including two reach metrics and two engagement metrics.
Accounts Reached
This metric shows the total number of Instagram users who viewed some (or maybe all!).
Peak Concurrent Viewers
The concurrent viewer is a metric that shows brands the number of viewers watching the Livestream at any given point. This metric changes as viewers join or leave the stream.
Peak concurrent viewer is a metric that illustrates the number of viewers was watching the stream at its busiest point.
Comments
This is the number of comments a given Live video got.
Shares
This is the number of times Instagram users shared your Live video, both to their Instagram Stories and with one other user.
5 ideas for using Instagram Live analytics in your strategy
Having a collection of Instagram Live tips to help drive your live video strategy is essential. However, you’re still going to need to check on the analytics.
Whether you’re trying something new or analyzing what you’ve been doing already, here’s the way to use Instagram Live analytics to make better, more engaging video content.
Tip 1: Going live at different times to test
If your business’s strategy involves always going live at a selected time, and always on the same day, it could be a good suggestion to shake things up.
For instance, if you share a live video every Wednesday morning, attempt going live on a Thursday evening instead. Then, check your Instagram Live analytics to see how the peak concurrent views and engagement stats compare to the analytics for live videos shared at your usual posting time.
Keep testing and keep referring to the analytics to see which time and day is perfect for your brand’s Instagram Live strategy. That way, your future live videos will be shown when your audience is most likely to be online.
Tip 2: Check different lengths of live sessions
Do you always cap the live sessions of your brands at 10 minutes? Or are these live all at least an hour? Now is your opportunity to experiment with length.
Don’t be afraid to try a shorter-than-usual live video session, or take the time to plan an extended one.
Then, check Instagram Live analytics to see if changing the video length impacts the number of comments and shares the video receives. And, see if the change boosted the video’s reach by referring to the reach metrics.
Tip 3: Try different live content types
With analytics at your fingertips, you don’t have to stick to what’s safe. You’ll be able to try out several types of content.
For instance, musician Andrew Bird went live on Instagram to share performances with his fans:
Pandemic Pregnancy Guide invites experts to take part in its live Q&A sessions:
Influencers use Instagram Live to share how-to videos and tutorials:
Always take a look back on the Instagram Live analytics after the video wraps up to compare the reach and engagement rate to previously published streams.
You may discover that trying something different helps your brand reach new Instagram accounts, growing engagement, and increasing brand recognition.
Tip 4: Respond to comments quickly
If you checked your brand’s Instagram Live analytics for your previous videos and noticed that the engagement metrics might be better, that could be a sign to engage with the audience more during those live streams.
Get your social media team involved. If a member of the team is presenting the live Q&A or filming an event, ensure another team member is monitoring the comments and responding to queries as they come in. Basically, comments show your audience is engaging with your content — ensure you’re helping them stay engaged.
Tip 5: Experiment with Instagram Live features
If they align with your brand, incorporating a few of Instagram Live’s unique features could help increase engagement. And tracking the Instagram Live analytics will let you know whether your audience found those features engaging.
For instance, you could:
- Invite guests to join the live video.
- Change the camera mode. If you often use the selfie mode, try switching things up by sharing a video from regular mode.
- Share a photo or video from your photo library with your live audience.
- If it makes sense for your brand, attempt Instagram Live’s face filters.
Those are all the basics your brand must know in terms of the enhanced Instagram Live analytics. Now, it’s time to go live!