With more than 400 million monthly active users, Instagram is one of the top media-sharing services on the web, providing brands with an abundant amount of Instagram data and powerful social insights. As of late 2015, 41% of Instagram users are aged 16-24 and 90% are younger than 35. Brands know the value of doing research in these age brackets: young people mean what they say and say what they mean, which equates to actionable social insights for anyone who’s listening.
Over the past few months, we’ve been working to gather richer Instagram data so our customers can dive deeper into their research and find social insights. We’re trying to move our customers away from counting vanity metrics (e.g. likes and followers) because we believe they say very little about brand reputation, consumer attitudes and purchase intent — KPIs that actually matter to brands. Instead, we want our customers to focus on content performance.
We will soon make it much easier to track the performance of owned and earned content on Instagram. Almost all brands have a presence on Instagram, but it’s not necessarily easy to understand the impact of a given post or series of posts. It’s even harder to benchmark the performance of an owned account and track progress over time. We’re going to give our customers tools to tackle these very challenges.
In our upcoming product update, we will let customers:
- Add owned Instagram accounts to Synthesio
- Track top performing posts (through a list of the most shared URLs)
- Track top hashtags
Another challenge with Instagram has been the proliferation of emojis. We’ve all come across an Instagram post or two that only uses emojis in the caption instead of text. In fact, emojis have become a popular form of expression across the web, which means it’s important to understand what those conversations mean and how they affect your brand.
Soon Synthesio will automatically detect and identify sentiment on emojis — on Instagram and everywhere else. That means stronger text analysis across your datasets, with more reliable sentiment analytics and fewer gaps. No more flying under the radar, you emojis!