Instagram Insights: How to Use them to Grow Your CPG Brand

The Instagram insights you should focus on will depend on your goals. For example, if you want new customers, you’ll focus on reach and followers. 

But there are four Instagram insights I recommend paying attention to, regardless of the goals you have for your CPG brand.

Instagram Reach

Reach is the total number of people who see your posts. This is one of, if not *the* most important Instagram insight because it tells you if anyone is actually seeing your content.

You don’t need me to tell you that if nobody is seeing your content, it won’t get you closer to your goals. 

Increase your Instagram reach by posting interesting, shareable content and using keywords in your captions. Don’t forget that Instagram carousels get stronger reach and engagement than any other format.

Instagram Content Interactions

Aka engagement. Content interactions tell you if people are interested. I look at content interactions to determine what to continue creating and what to avoid in the future. 

For example, say I post two different graphics. One is about sleep-supporting herbs and the other is a recipe. If the first post has more engagement, it’s fair to assume that educational graphics are more interesting to my audience.

You’ll want to consider this over time, with more than two posts, but you get the idea.

Website Taps

The ultimate goal of a social media strategist is to get your followers off social media and onto your website. 

So naturally, you’ll need to pay attention to website taps. They help you track what content is effective at getting your customers to hit that link in bio. Look at total website taps each week and each month, but don’t stop there. Dig deeper and look at what individual posts are getting the most website taps so you’ll know what kind of content to create.

Instagram Followers 

While it’s not *the* most important goal, the number of followers you have does tell you how big your community is. And it gives you an idea as to how many people are interested in your product. It’s also a way to measure your growth. 

The one time I think growing your followers should be your #1 priority is when you’re trying to attract new customers, rather than attracting repeat customers. This is going to happen in the very early stages, if you’re pivoting the business, or if you’re launching a new line of products that are targeted towards a different customer demographic. 

Your Next Steps

Learn more about how to use Instagram to grow your business here.

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Wait, Who Am I?

Hiiii! 👋🏻 I’m Sarah, a CPG social media strategist with over 10 years of experience. I went from starting a clean beauty blog right out of high school to managing social media for Canada’s largest wellness retailer. Now I live in the middle of nowhere in North Carolina, helping high-growth entrepreneurs get SEEN so they can build a crazy fun life their business supports, and not the other way around.

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