5 essential Instagram concerns for marketers

Instagram’s platform is fun to use—but perhaps what gives it lasting power is its ability to adapt based on what its audience wants.

Sometimes that evolution entails borrowing what other platforms (ahem, Snapchat) are doing—but modifying it so that people will actually want to use it.

One thing is for sure: Instagram knows how its users like to consume content. That’s why it’s a no-brainer for brands in any industry to be using the platform—especially if they’re trying to grow their audience.

Here are five must-know features and updates that communicators can use to make the most of their Instagram presence:

1. Audience and engagement metrics

When you register your account as a business, you gain access to handy metrics regarding who’s following you and how your account is performing.

You can analyze and track things like:

You can also learn things about your audience, such as:

This information can inform you of the best time of day to post, what types of content generate the most engagement, who your audience members are and where they’re located — all things that can help you refine your Instagram strategy.

2. Hashtags