From consumer products to entertainment & tourism, diverse array of industries do business on Instagram. Yet, money doesn’t grow on trees. As a lot of effort goes into creating ads, we want results. Question is, how do you measure your ROI?  

Businesses get mesmerised by the number of followers, translated in reach, they get. True, it’s exciting to see your follower count grow by the day. But focusing on reach can be misleading as it only shows how many people potentially saw your post. And, if you’re creating high quality content, new followers will come naturally.

Your number 1 priority should be engagement. Simply put: engagement measures the amount of likes, shares, comments and views of your ad. What it actually does, is give you a better understanding of the number of people that are interested in your message. Someone who takes the time to engage with your post is also more likely to take action, like go to your web shop.

Furthermore, the number of interactions impacts the ranking in the newsfeed and such the reach of your ad. Especially with Facebook’s latest algorithm updates, which will also impact Instagram, engagement is key. So, prioritise ads that encourage conversation to make your wallet grow.

Joëlle Verstraeten
Community Manager