Back in July, Instagram started making likes in seven countries. Now, Instagram has announced that it will start hiding the choice in the United States. Account-holders will still be able to view their personal like count, but visitors will not. As a result, the “popularity contest” that had been at the heart of Instagram for so long will hopefully cease to create a more welcoming environment where users feel comfortable with themselves.
The rather surprising stage change had a significant impact with it as those marketers who relied largely on vanity metrics to measure social media success now find that their efficacy measurability has been inverted. So, what should marketers do now to assess online performance? Let’s see…
1. Measure influencer success with verified content ideas
Our research showed that only 10–20% of followers actually view the latest social posts of a particular affected person. This fact is true on the platform, no matter how much the time of day increases or content gets shared. This somewhat painful truth demands a strategic adjustment.
Therefore, to establish a reliable, long-lasting measurement strategy that will stand against the present and future, changes to the platform, marketers must build their marketing plan around verified influential content ideas. What better way to understand the performance of the campaign than by counting the actual verified, interacting with organic content in your native environment?
With a verified content view pricing model, marketers can buy guaranteed deliverables – before campaign launch – and no longer have to predict how an effect will perform based on the number of followers, monthly site visitors, or subscribers. What better ROI to do to spend impressively than to pay only for platform-verified views?
2. Measure success influenced by meaningful engagement
Reliance on “simple” engagement as a measurement method does not account for the value attributed to this method for the years given to that agencies, their clients, and the affected. And, not without good reason, because minimal interaction also means that someone has seen and connected with the content.
It has been said, quality engagement is a better collective measure of influence and potential impact than quantity alone. Many comments are good but are they thoughtful? Similar to? Are they actually from followers commenting on the post or caption, or is the comment random, in another language, or bot-generated? Meaningful engagement matters more; Marketers need to be sure what the content is generating.
3. Measure influencer success with retail conversion
Nothing shows campaign success better than traceable, impact-driven conversions. A comparison of the lift to sales provides a final view into the effectiveness of the campaign and the impact from the spending impacted. Marketers with a means of measuring performance in this way are at a distinct advantage and achieving this capability should be a priority for all.
The ability to drive sales directly – and create a direct inclination for influencing content – is becoming more common for e-commerce sites as social referrals have increased 110% in the past two years. At the same time, other social-centric technologies including social platform add-to-cart capabilities and chat bot-enabled conversational commerce (via Messenger and SMS) are making a very close and easily measured connection between content and conversion.
The choice to hide Instagram provides a catalyst for the influential marketing industry to scale and grow.