Instagram Analytics: Understanding what your audience wants.

By Kayla Zigic

In 2024, we are more than just a salon owner, we wear so many hats and for most, social media manager falls under our job description. However, mastering Instagram analytics is more than just a trend; it’s a strategic imperative for salon owners aiming to stand out in a sea of salon social media accounts.

Social media platforms, particularly Instagram, have become indispensable tools for salons seeking to connect with their audience, showcase their expertise, and drive results for their business, after all it is a free marketing tool.

However, to harness the full potential of Instagram, salon owners must go beyond just posting aesthetically pleasing content (this isn’t 2010) – salon owners now need to understand the nuances of their analytics, understanding what performs well, and what doesn’t. Meaning, understanding what your audience wants to see.

Let’s embark on a journey through the metrics that matter and uncover how you can leverage them to amplify your salon’s online presence and drive real-world success.

Likes:

At the core of Instagram engagement lies the humble like button. Each like represents a vote of approval from your audience, indicating that they find your content visually appealing or relevant to their interests.

For salon owners, a high number of likes on posts featuring captivating brows, skin transformations, or glimpses of your salon signals interest with your audience. It suggests that your content is capturing their attention and leaving a positive impression.

Conversely, a low number of likes may indicate a disconnect between your content and your audience’s preferences, prompting the need for adjustments to your content strategy or messaging. Please also know, as much as we focus on likes, they do not have true conversion results, establishing it more as a “vanity metric”.

Comments:

Comments serve as a valuable form of interaction and feedback on Instagram. When followers take the time to leave a comment on your post, it signifies a deeper level of engagement and connection. High comment counts indicate that your content is sparking meaningful conversations and fostering community engagement – both essential for building a loyal following.

As a salon owner, encouraging comments can provide invaluable insights into your audience’s needs, preferences, and aspirations. By actively engaging with comments e.g. replying with opened ended questions, you can cultivate a sense of belonging within your online community and strengthen your salon’s brand identity.

Shares:

Shares are the digital currency of endorsement on Instagram. When someone shares your post with their own followers, they’re essentially vouching for your content and extending its reach organically. E.g. free advertising, think of it like word of mouth, but online. A high number of shares amplify your content’s visibility, exposing your salon to new audiences and potential clients.

For salon owners, share-worthy content often includes before-and-after transformations, tutorial videos, or humorous or inspiring content such as quotes or memes that specifically speaks to your target audience. Eg: A quote about the mum/work juggle. – Content that showcases your expertise and inspires others.

Conversely, a lack of shares may indicate that your content isn’t resonating enough with your audience to motivate sharing, prompting the need for content refinements or experimentation with new formats.

Saves:

Saves represent a form of bookmarking on Instagram, indicating that users find your content valuable or inspiring enough to revisit later. As a salon owner, a high number of saves on posts featuring how to’s, recommendations, or demonstrations demonstrate that your content is providing tangible value to your audience.

It positions you as a trusted expert within the beauty industry, someone whose content is worth saving for future reference. To increase saves, focus on creating evergreen content that offers enduring value and resonates with your audience’s long-term interests and aspirations. Eg: how to correct cleanse or how to apply your pm skin routine.

In conclusion, deciphering your Instagram analytics is essential for salon owners looking to thrive online. By analysing your metrics such as likes, comments, shares, and saves, you can gain valuable insights into your audience’s preferences, refine your content strategy, and drive meaningful engagement.

Remember that success on Instagram isn’t just about numbers; it’s about building genuine connections with your audience and providing value through your content. Remember, community over following.

By leveraging your analytics effectively, you can elevate your salon’s online presence, attract new clients, and ultimately, grow your business.

With these insights at your disposal, you’re empowered to navigate the ever-evolving world of Instagram with confidence and creativity. So, dive into your analytics, experiment with different content strategies, and watch as your salon flourishes in the digital realm.

After all, mastering Instagram analytics isn’t just about understanding the numbers – it’s about forging authentic connections with your audience and showcasing the beauty and talent that define your salon.

@socialsforsalons