What brands can learn from Instagram comments

What can you learn from Instagram comments? A lot, as it turns out! And before you think you need to comb through all of your comments manually, we recently upgraded the comment reporting in our comprehensive Instagram analytics, available through the Union Metrics Social Suite.

So crack open a fresh tab, get to your Instagram Tracker and let’s see what we can learn.

Learn who your advocates are

If you notice a lot of people tagging their friends in your comments, that’s because they’re letting their friend know that your post is something they want them to see (this can be for good, bad, or neutral reasons). It looks like this:

cntraveler comment tags

Notice the accounts tagging another account in their comment, with or without adding context.

If you notice it’s the same person repeatedly tagging their friends in your comments and they’re always sharing positive things- “Look! I love this, when can we go get one???” or  “This would look great on you, shopping this weekend?”- it’s someone you definitely want to take note of as a brand advocate. Look more closely at their profile and other activity to determine if they’re possibly an influencer and if it would make sense to propose an Instagram takeover or other collaboration with them.

One caveat: This kind of behavior could drop off as the DM feature on Instagram becomes more widely recognized and used, which means that brands should capitalize on this knowledge now!

Learn your customers’ questions

The questions you get frequently asked on Instagram might be different from those you get on other social networks or via email or web forms. If you see the same questions asked repeatedly in your Instagram comments, be sure those are addressed somewhere prominently by your brand (like an FAQ page that’s easy to find on your website, for example).

Don’t just externally log these questions either. You want to be sure you’re interacting and answering questions on Instagram just like everywhere else. Check a minimum of once a day.

Learn what your customers like (or don’t like)

Commenters on the Internet are notoriously not shy, so pay attention to what they’re saying in the comments about a specific post. Do they like or not like the subject of the photo itself, the style it was taken in or edited to look like, or is it something else? (You coincidentally posted something they were craving that day, or something they’re scared of, like clowns.)

Where your fans and followers are

While our geo-reporting can tell you a lot more about this, you can learn some from comments too. When people leave comments like “I can’t wait to come in!”, they’re either local, travel to your area frequently, or are planning a trip there and definitely doing their homework about where they want to go. For all of these commenters, throwing them a coupon or other incentive to encourage that behavior would go a long way to cementing their interest in your brand.

On the other hand if you see comments saying “Wish I lived in [your location]!”, you could try to find out how they heard about you and became a fan and follower. If they’re very active on your account, decide if it makes sense to send them a little something and consider them for an advocate or influencers programs you may have in place, if applicable.

Learn how your fans and followers use Instagram

Looking at your top commenters accounts can tell you a lot about how they use Instagram: Their language choices, emoji, which and how many hashtags etc. We recommend visiting the profiles of frequent commenters to build out a profile or set of profiles about them as part of your social listening. Knowing how your community prefers to communicate among themselves will help you plan your own content and its delivery.

However, if all of your comments are generic things like “wow!” and random emojis, these aren’t helpful and are coming from random profiles hoping to get reciprocal attention from your brand. Think about how you can encourage more meaningful engagement in your comments. Our first suggestion would be to go leave some meaningful comments of your own on relevant accounts via your feed and hashtags you monitor and use around your brand and in your industry.

Specific, actionable social intelligence. See how Union Metrics helps marketers win.

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