Insights are a Map. — Everything About SNS Operations (16)
In the previous article, "In the end, this is all there is," I concluded the basic series.
From here on, we enter the practical application phase.
Now that you have the knowledge, how do you read the actual numbers? Many people open the insights screen and think, "I don't know what I should be looking at." This time, we will solve that problem.
The difference between someone who "just looks at" insights and someone who "can read" them
When opening the insights screen, the first thing many people look at is the increase or decrease in follower count.
If it has increased, they feel relieved; if it has decreased, they feel discouraged. Then they close the screen.
This is not "looking at insights," but rather "just checking the follower count." You are only using a tiny fraction of the information that insights hold.
Once you can read insights correctly, you will be able to see "what to do next" from the numbers. You will be able to decide your next move based on data, not intuition.
Seven numbers you should check in insights
Using Instagram insights as an example, I will organize the numbers you should check in order of priority.
Number 1
Reach
This is the number that shows how many people your post was displayed to.
Looking at it alone has little meaning. What is important is the ratio of "reach from followers" to "reach from non-followers."
If reach from non-followers is 30% or more, it means the algorithm is delivering your post to new users. If this ratio is low, it is only reaching existing followers, and no new inflow is occurring.
Number 2
Saves/Save Rate
One of the most important metrics. The calculation formula is "Number of saves ÷ Reach × 100."
The benchmark is 8% or higher. Posts that exceed this level are easily judged by the algorithm as "valuable content."
If posts with a low save rate continue, it means either the information lacks practicality or you are failing to draw the reader in with your opening.
Metric ③
Number of comments and comment rate
The formula is "Number of comments ÷ Reach × 100". A benchmark is 0.5% or higher.
Posts with a high comment rate are those that strongly move the reader's emotions. Recording which themes and formats lead to an increase in comments can be utilized for content design.
Metric ④
Profile visits
This is the number of people who visited your profile after seeing your post.
If this number is low, it means that even if people read your post, they do not feel like "I want to know more about this account." Try adding a call-to-action to your profile at the end of your posts, or review the consistency of your account through the posts themselves.
Metric ⑤
Comparison with follower growth
The ratio of the number of people who converted to followers against the number of profile visits is the "follow conversion rate."
If the conversion rate is below 10%, there is a problem with your profile. Review the content written in articles ⑤ and ⑥.
Metric ⑥
Difference between impressions and reach
Impressions are the "number of times displayed," and reach is the "number of unique users who saw it."
If impressions are greater than reach, it means the same person has viewed the post multiple times. The larger this difference, the more it indicates that readers are viewing the post repeatedly. This difference tends to widen in posts with a high save rate.
Metric ⑦
Follower active time
In the "Followers" tab of your insights, you can check the days and times when your followers are most active.
As written in article ④, prioritize this data for your posting timing. Data from your own followers is more accurate than general information suggesting that "9:00 PM is good."
Weekly Insight Review Routine
As I wrote in article 14, decide to check your metrics once a week. By fixing the items you check and the order in which you check them, it becomes a routine that can be completed in under 10 minutes each time.
10-Minute Monday Morning Insight Review Procedure
Step 1
Calculate and record the save rate for all posts made last week.
Step 2
Compare the hooks, formats, and posting times of the posts with the highest and lowest save rates.
Step 3
Check the reach ratio from non-followers.
(If it is below 30%, it is a sign to review your format and hashtags.)
Step 4
Calculate the follow conversion rate from the number of profile visits and the number of new followers.
Step 5
Compare last week's metrics with the week before and identify one item that improved or worsened.
Make that one item the focus of your improvements for this week.
“Metrics are questions, not answers.”
Insight metrics show the “result,” but they do not show the “cause.”
The save rate is down. That is a fact. However, why it went down can only be understood by analyzing the content, format, timing, and hook of the post.
Looking at metrics and reading metrics are different things. When you become able to ask the question “Why did this happen?” from the metrics, insights become a truly useful tool.
In the next article, I will explain in detail the “post structures that tend to increase save rates” by genre.
I hope this article is helpful to everyone who reads it.
I am always wishing for your success. — With love from the author. — math magic
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Below is an article explaining the structure of how SNS grows.