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What are the most effective ways to track sponsored post success on Instagram?

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If you are an influencer or a brand that works with influencers, you know how important it is to track the success of your sponsored posts on Instagram. Sponsored posts are a form of paid content that promote a product, service, or cause to a specific audience. They can help you increase your reach, engagement, and conversions, but only if you measure their performance and optimize your strategy. In this article, you will learn about the most effective ways to track sponsored post success on Instagram, using both native and external tools.

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1 Define your goals and metrics

Before you start tracking your sponsored post success, you need to define your goals and metrics. What are you trying to achieve with your sponsored posts? Are you looking to raise awareness, generate leads, drive sales, or something else? Depending on your goals, you will need to choose the relevant metrics that reflect your progress and results. For example, if your goal is to raise awareness, you might want to track impressions, reach, and brand mentions. If your goal is to generate leads, you might want to track clicks, sign-ups, and email subscribers. If your goal is to drive sales, you might want to track conversions, revenue, and return on ad spend.

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Gabriel Gomez

Head of Social @MCoBeauty (US) | Top Social Media Voice
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My team always starts with a learning agenda whenever we get in a room to talk about goals and metrics. A strong learning agenda is critical as it lets you hone in on really specific, business critical problems your team is trying to solve. If awareness is a main goal for the business, then your learning agenda should focus on measuring how these sponsored posts are driving the maximum number of impressions, for example.

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Joyce Ann Espino

Social Media Marketing | Digital Marketing Specialist
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The most effective ways to track sponsored post success on Instagram include using Instagram Insights to monitor in-app metrics, employing unique UTM tracking links for website traffic, implementing affiliate marketing links or codes, using special promo codes for product discounts, and collecting user feedback through surveys to assess the content's impact.

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2 Use Instagram Insights

One of the easiest ways to track sponsored post success on Instagram is to use the native analytics tool, Instagram Insights. Instagram Insights allows you to access data on your account's performance, such as profile visits, followers, and content interactions. You can also view insights on your individual posts, stories, reels, and IGTV videos, such as likes, comments, saves, shares, views, and reach. To access Instagram Insights, you need to have a business or creator account. You can also use the Promotions feature to create and manage sponsored posts directly from the app, and see how they perform in terms of impressions, reach, and cost per result.

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Yasser Masood

Tech Blogging + WIP Tech-reator | Social Media Marketing/Advertising | Content Creation/Production | . Looking for the next career opportunity
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While the native Insights on Instagram are a great resource, they give you some level of clarity when you see it on each post. The metrics vary between a photo, carousel (mix of photos/videos), Reels, and Stories. So it all comes down to picking some common metrics (Impressions, Interactions/engagements, etc.) that you’d want to track and see what is performing best to your objectives. If you’re looking to see which content pieces likely helped grow your audience, the Follows metric is there for Stories, Reels (recently re-added; was there when posting videos before they merged videos to Reels), photos, and carousels.

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3 Use Instagram Branded Content Tools

Another way to track sponsored post success on Instagram is to use the branded content tools. Branded content tools are designed to help influencers and brands collaborate more transparently and effectively on sponsored posts. They include the branded content tag, which allows influencers to disclose their partnerships with brands on their posts and stories, and the branded content ads, which allow brands to boost the reach and engagement of influencers' posts and stories. By using the branded content tools, you can access more detailed insights on your sponsored posts, such as audience demographics, actions taken, and conversions attributed.

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4 Use UTM Parameters

A third way to track sponsored post success on Instagram is to use UTM parameters. UTM parameters are tags that you can add to the end of your URLs to track where your traffic is coming from and how it behaves on your website. You can use UTM parameters to identify which sponsored posts are driving the most clicks, leads, and sales to your website, and how they compare to other sources of traffic. To use UTM parameters, you need to create custom URLs for each sponsored post using a tool like Google's Campaign URL Builder, and then use a URL shortener like Bitly or Rebrandly to make them more appealing and trackable.

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5 Use Social Media Analytics Tools

A fourth way to track sponsored post success on Instagram is to use social media analytics tools. Social media analytics tools are external platforms that can help you monitor, measure, and optimize your social media performance. They can provide you with more advanced and comprehensive data on your sponsored posts, such as sentiment analysis, hashtag analysis, influencer identification, and competitor benchmarking. Some of the most popular social media analytics tools for Instagram are Iconosquare, Sprout Social, Hootsuite, and Socialbakers. You can use these tools to track your sponsored post success across multiple metrics, channels, and campaigns, and generate reports and insights to improve your strategy.

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6 Use Surveys and Feedback

A fifth way to track sponsored post success on Instagram is to use surveys and feedback. Surveys and feedback are methods of collecting qualitative data from your audience, such as their opinions, preferences, and satisfaction. You can use surveys and feedback to understand how your sponsored posts are perceived by your audience, how they influence their purchase decisions, and how they impact your brand image and reputation. You can create and distribute surveys and feedback forms using tools like Google Forms, SurveyMonkey, or Typeform, and ask your audience to fill them out after seeing or engaging with your sponsored posts. You can also use direct messages, comments, polls, and quizzes to gather feedback from your audience on Instagram.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Leo O.

Showing brands how to make great short-form content | Founder @ Sixty Second University
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A lot of brands are playing the wrong game with influencer marketing. Working as both an influencer and a marketing lead at a brand with a strong social presence, I’ve seen that sponsored posts are best utilised to build brand awareness rather than conversions. CTAs and too many brand mentions can make a piece of content feel inauthentic and perform worse. For an influencers post to get maximum ROI, it should be as organic as possible to get maximum reach. In this way, you drive brand awareness and can focus on getting conversions further down the line through posts on your brand’s own social pages. There are exceptions, but I think trying to drive trackable sales through brand deals is the WRONG GAME to play.

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What are the most effective ways to track sponsored post success on Instagram?

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3

4

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7

1 Define your goals and metrics

2 Use Instagram Insights

3 Use Instagram Branded Content Tools

4 Use UTM Parameters

5 Use Social Media Analytics Tools

6 Use Surveys and Feedback

7 Here’s what else to consider

Social Media

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What are the most effective ways to track sponsored post success on Instagram?

1

2

3

4

5

6

7

1 Define your goals and metrics

2 Use Instagram Insights

3 Use Instagram Branded Content Tools

4 Use UTM Parameters

5 Use Social Media Analytics Tools

6 Use Surveys and Feedback

7 Here’s what else to consider

Social Media

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