Is it "ok" to ask an Influencer for their Instagram Insights?
Marketers and creators who are serious about Instagram influencer marketing know that Instagram Insights are the most critical information available.
Instagram Insights is a native analytics tool that provides data on follower demographics and actions, as well as content. This information makes it easy to compare content, measure campaigns, and see how individual posts are performing. Instagram Insights includes information like:
- Audience Locations
- Audience Demographics
- True reach and impressions on Post and Stories
- As well as much more
Facebook (owners of Instagram) have ensured that an Influencer’s Instagram Insights are only available to the owner/manager of that account. In fact this critical information is only available on the phone app! Which means if you, as a marketer, want to review an influencer’s Instagram Insights you have to ask.
I frequently hear markets sheepishly ask if it is “OK” to request this information from influencers, to which I say OF COURSE IT IS! This is not sensitive personal information, it is simply the true information about the account you are about to hire.
One of the most important numbers marketers need to know is an influencers TRUE reach on Instagram. Having 100,000 followers means nothing if only 1,000 people actually see your content on Instagram. And the only way to know this is to look at the Instagram Insights from a number of recent Post so you can get an average. This is also helpful as it sets a benchmark for their eventual campaign content, if they typically reach 25% of their followers you would expect that your campaign content should reach about 25% as well.
xfIf you are about to hire a creator AND they are unwilling to share their Instagram Insights, I would ask, what do they have to hide. Are they embarrassed by the TRUE reach or impression their content produces? If so, all the more reason that you need to know this.
Please stop, negotiating influencer contracts based on Follower Counts and instead: Insist that all creators share their Instagram Insights (A) before you sign a contract with them and (B) during and after the campaign.
And just because you might not be paying an influencer (e.g. free samples or event tickets) doesn’t make this any less important. Even if you aren’t paying large sums of money to an influencer you still deserve to see the Instagram Insights from the account you are collaborating with. This needs to be an industry norm!
Socialpeeks is a tool that allows marketers to create a private-secure connection between themselves and the Instagram accounts of the influencers they hire.
- This connection gives marketers access to the Instagram Insights from an influencer’s account.
- AND automatically downloads all the campaign Post & Stories, along with the Instagram Insights form that content so you have everything you need for your campaign report.