Sprout Social Inc.
11/22/2024 | News release | Archived content
Instagram Social Listening Instagram social listening: Transform your brand’s strategy
Instagram is no longer just a platform for sharing photos from brunch or #OOTD posts. It's where people get the latest news, find new products and get buying recommendations. In other words, it's a gold mine of information to understand your audience better. And Instagram social listening helps you dig into it to uncover valuable insights about who your audience is and what they want.
In this post, we take a deep dive into the art of social media listening for Instagram. We explain why it's important, how it works and how to build an Instagram social listening strategy. Let's get started.
What is Instagram social listening?
Instagram social listening is the process of tracking relevant conversations on the platform. It involves listening in on conversations about specific keywords, topics, hashtags and competitors. This helps you extract valuable insights to inform other aspects of your Instagram marketing strategy.
Not sure what to post? See what your followers are buzzing about to get inspiration for new content ideas. What memes are they sharing? What topics are they discussing?
Similarly, these conversations help you:
- Identify potential customers and influencers
- Assess your overall brand health and sentiment
- See what your competitors are doing
- Guide customers on their path to purchase
- Stay on top of the latest industry trends
Instagram social listening gives you firsthand, actual answers based on facts. So you're no longer wasting your efforts and resources on guesswork.
Why Instagram social listening matters
Brands shouldn't live in a bubble when it comes to their Instagram activity. Listening puts your mentions, interactions and comments into context. This helps you engage people and grow your account.
Below are some specific ways that Instagram empowers you to connect with customers.
Learning what your audience wants on a personal level
Social listening on Instagram lets you hone in on the needs and pain points of your target audience. It shows you what conversations people are having, even outside of your brand's account. This gives you a better idea of what they want based on the posts they're creating and the comments they're leaving on a friend's or influencer's post.
These insights will then inform your social media content strategy and promotion strategy. Knowing what your audience wants can even guide your product development efforts.
Providing more impactful Instagram customer service
"Good" service goes hand-in-hand with having a pulse on customer questions, comments and concerns.
This becomes challenging when people use Instagram to vent their frustrations instead of talking to you. Instagram social listening ensures that you never miss a @mention. It also helps you track posts containing branded keywords. So you can stay on top of customer service conversations beyond your direct call-outs.
That way, you can respond swiftly and step up your social media customer service efforts.
This could be a game-changer, with 76% of consumers in our 2023 Sprout Social Index™ report valuing how quickly a brand responds to their needs. Our report found that consumers also equally appreciate it when a brand prioritizes customer support. 70% also expect to get a personalized response for their customer service needs.
Discovering meaningful customer content to promote your brand
Your customers are your best marketers. Listening can clue you in on valuable content and social proof you can promote yourself. This might include:
- Positive reviews, testimonials and customer success stories
- User-generated content (think: customer photos and videos)
- Shout-outs from potential co-marketing partners (think: brands, influencers and creators)
Rather than dig for these opportunities, listening ensures that they all come to you.
Instagram social listening vs. social media monitoring
Quick side note! Let's take a moment to break down what Instagram listening isn't.
Listening is about more than @mentions, comments and #hashtags
Terms like "monitoring" and "listening" often get used interchangeably among marketers. They aren't the same, though.
- Social media monitoring is the act of tracking @mentions, comments and hashtags. Monitoring is a crucial aspect of listening, but it's only part of the process.
- Instagram social listening involves translating conversations and customer talking points into action.
Interactions matter, but so does context. Think about it. Someone tagging a fashion brand in their OOTD post versus calling out that brand's products are apples and oranges.
A tag simply means, "This is what I'm wearing/using." A call-out goes deeper into what they love about the product or why they chose it specifically. Also, not every mention of your business on Instagram involves a direct call-out or tag. This is likely to happen when people are complaining about your brand or expressing their frustration.
Social listening for Instagram is about deciphering the context behind those relevant conversations. This then empowers you to take appropriate action and make informed decisions.
The takeaway? If you're only looking for mentions of your brand name or campaign key terms, you're missing out on key conversations.
You're also missing opportunities to intervene and take action to engage customers. That's why it pays to be proactive via listening.
How does Instagram social listening work, though?
Good question! Instagram is a strange beast as far as listening to customer interactions goes.
For starters, you're juggling a lot of different queries. Tags, mentions and branded keywords are just the beginning.
And although IG search has improved, you need to do some digging to find and pull together relevant conversations.
Instagram social listening involves the following three-step process:
- Creating queries based on your business, hashtags and terms relevant to your industry
- Monitoring mentions, tags, comments and interactions
- Assessing all of the above to take action
This action could be something as simple as responding to a post. Or it may involve a bit more complex process of solving a customer's problem.
Starface uses brand tags and hashtags to find relevant customer content. The following Reel shows how a customer created a DIY bag charm using the brand's star balm. Starface responds with a comment about how smart this is. Even a simple acknowledgment like this is enough to build a strong brand community.
Features such as Instagram's keyword search and tags can help you dig out content relevant to your brand. Coupled with your comments and brand tags, you have a decent idea of what people are saying about your business.
This is obviously a lot to sift through by hand. Again, Instagram doesn't make listening particularly easy by default.
The good news is that there are tools out there to help. Sprout's social media listening tool helps you hone in on relevant Instagram conversations. Brands can create their own listening queries for Instagram via Boolean syntax and rules logic.
Choose from existing templates to simplify your Instagram social listening efforts. Monitor brand health, discover industry insights and analyze your competition. Or check out how your campaign is performing and how people are responding to an event.
Sprout's Query Builder is where you enter the words, phrases or hashtags you want to track. For Instagram, it's crucial to include hashtags as a part of your Query since Sprout uses hashtags to collect data from the platform.
Not sure what words or phrases to track? Queries by AI Assist is a useful feature that automatically suggests additional words or phrases. Enter one keyword relevant to your industry and the capability comes up with other related keywords to add to your Query.
Optionally, exclude specific words and phrases and select industry themes to reduce noise in your social listening data. You can also configure your alerts and apply additional filters to streamline your search.
How to build an effective Instagram social listening strategy
Of course, understanding Instagram listening and how it works is only half the battle.
How do you turn all of these metrics and observations into action?
Your social listening strategy ultimately boils down to your goals. Below is how brands can use Instagram social listening to level up their marketing efforts.
Conduct competitive analysis to find ways to stand out
One of the best uses of social listening is competitive analysis.
Consider ultra-competitive markets such as the beauty industry, for example. New products are constantly popping up every day, with new brands adding to the competition. Tracking tags and trending discussions will show you which brands are dominating the space and why. So you can better position yourself in the face of stiff competition.
Meanwhile, direct mentions and branded hashtags highlight conversations specific to your brand. This helps you uncover what makes your brand different.
Uncover opportunities to improve your products
If you want to know how to improve your own products and services, who better to ask than your own customers? Prompted or not, followers can clue you in on new ideas.
Of course, not all feedback from your followers is going to be direct. People might create posts or Stories complaining about your products without tagging you. Using an Instagram social listening tool will help you zero in on those relevant discussions.
Likes, comments and shares also help you measure how customers are responding to certain products. Look at an influx of interactions to see which products are a customer favorite. Alternatively, posts with a lower engagement can show you which items are falling flat.
Make valuable customer touchpoints on the path to purchase
The latest Instagram stats show that 70% of shoppers look to the platform for their next purchase. And over 60% research brands and products on the app. So if you take the opportunity to engage these potential customers, you could effectively grow your sales.
Instagram comments are a goldmine for finding folks interested in your products. This rings true for people who don't know about you yet or might be looking for a new spot in your space.
Listening makes it easier to maintain relationships with satisfied customers, too. This includes check-ins and opportunities to earn more UGC.
Discover industry and content trends relevant to your followers
Social listening is invaluable for tracking industry trends. For starters, you should know the tags your audience follows. But are how they responding to such trends? What's the context behind those trends? How can you apply them to your own campaigns?
On a related note, Instagram listening can keep you from accidentally copying your competition.
For example, brands need to differentiate their tone, content calendar and captions if they want to stand out on Instagram. Effective listening can help you uncover tags and trends that your competitors might be missing out on and how you can fill the void.
Monitor your customer sentiment and keep people happy
Let's say you've launched a new product or campaign.
You obviously want to know how your audience feels about it, right? Are you building the kind of buzz you expect? Or is the campaign falling flat with your audience?
Again, you may not always get those answers from direct mentions. Chances are there are users out there who can provide a concrete answer, though. You need to keep track of the posts people are creating about the product or campaign to get an idea of its impact.
This is where sentiment analysis comes in, helping you gauge how folks are reacting to your brand on Instagram. Track the sentiment around specific campaign tags and products. Whether it's "yay," "nay" or "meh," sentiment analysis can inform you to better serve customers and score more love from your Instagram followers.
What Instagram social listening tools are available to brands?
Native Instagram search tools allow basic brand listening. But the process is manual and taxing, especially if you're going all in with Instagram social listening.
After all, brands need to track multiple tags and competitors. That's not even considering your own mentions and branded keywords. Given the sheer amount of content posted to Instagram daily, sifting through it all is no small feat.
Investing in a proper Instagram social listening tool saves you the trouble of digging through thousands of posts each day.
Sprout's robust suite of social listening features is a game-changer for brands looking to step up their Instagram presence. Businesses can track dozens of queries beyond simple hashtags with the help of our Query Builder. This gives you a holistic understanding of your brand and industry to inform your larger marketing efforts.
Reporting and analytics provide a quantitative look at your listening so you can make data-driven decisions. Second-guessing a campaign or your next move on Instagram? Look no further than your numbers for peace of mind.
Listen, learn and grow with Instagram social listening
Social listening on Instagram helps you tap into the pulse of industry trends and conversations. These insights inform various aspects of your business-from your content to your product development.
Stay on top of those critical conversations with Sprout's robust social media listening solution. Try it for free for 30 days to see how it can power your Instagram social listening efforts.
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Jacqueline Zote
Jacqueline Zote is a professional content writer and editor. Her interests range from pop culture and mythology to content development and social activism. In her free time, she goes on food adventures and writes unrhymed poetry. Her short fiction has appeared in anthologies published by HarperCollins Publishers and Zubaan Books.