When you run a free Instagram account checkup, it shows you not only the posts that got you the highest engagement, but also those that got the least. While it’s easy to focus on the positive, sometimes you can learn even more by looking at your poorest performing posts and asking yourself some questions about them.
1. What do my three least engaged posts have in common?
What patterns or themes do these photos share? For example, here are the least engaged posts from a checkup our Social Media Manager recently ran:
One is a regram of a quote, one is a #TBT and the third is a style photo. It stands to reason that this audience isn’t as interested in quotes or regrams as they are in original posts, the #TBT had too much of an inside joke to it, and the style post isn’t very high quality or the sort of content usually posted and well-received by this particular audience. There are, however, still other factors to consider.
2. What was the timing of these posts?
Check to see what time and on which day your least engaged posts were published and compare them to the heatmap of the best posting times for your account. Our Social Media Manager’s least engaged post- the style photo- was posted late at night on a Friday when her audience wasn’t active on Instagram. Even though it wasn’t very high quality, it still may have performed better if posted at a better time.
The darkest spots are the best time to post, while the ones with no shading at all mean you likely haven’t posted anything during that time. Instagram is often busy in the mornings, around lunchtime, and in the evening. If you haven’t tried posting during one of these times you might be surprised at the response.
3. What hashtags did you use?
Using the right hashtags for your content is key to success on Instagram; we encourage always experimenting with new and different hashtags and using a combination of popular and smaller, more niche hashtags on your photos. The number of hashtags you use matters too. Some audiences don’t mind a large number of hashtags and others are turned off by a lot of them. If all of your least engaged photos have a wall of hashtags, you might want to think about toning it down to somewhere between 5-7 hashtags. If, on the other hand, you only used 1 or 2 (or none) then consider adding a few more to your next photos.
As for which ones? Be sure they match the content you’re posting- it wouldn’t make sense to use #travel with a photo of your crafting night- but definitely keep in mind the hashtags you used on your most engaged posts as well as the top hashtag recommended in your report.
Now that you know which questions to ask, run your own Instagram account checkup and see what you can learn! Need any help? Send us your link on Twitter @UnionMetrics and we’ll take a look.