Reach is one of the criteria for the success of an Instagram promotion. It shows how many users see your stories and posts. Coverage can both rise and fall, and sometimes the falls are quite sharp.
In this article, we will analyze what is coverage on Instagram, why it is so important to track it, for what reasons the coverage is falling and how to return it to its previous level.
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What is Instagram audience reach and why it matters
In short, reach is the number of people who have seen content on your Instagram profile in a given time frame. For example, a post, story, contact or ad. This is a more accurate metric than views or likes. If 1 person has viewed the same post 10 times, then the coverage will still be equal to one, that is, we are dealing with 1 unique user. If the post’s statistics indicate coverage of 150, and views are 197, then 150 people have watched the post.
Sources of coverage: hashtags, recommendations, feed, geolocation, profile.
Why is coverage so important?
From it you can understand how many real users see the content. Reach is directly related to engagement metrics. By itself, it does not give a complete picture; it must be assessed in conjunction with other indicators – subscriptions, likes, comments. For example, a user can view a post but take no action. Impressions and visits are also of little information without taking into account coverage. But in sum, they give a clearer picture – how effective the promotion is, and what can be added / changed in the promotion strategy.
It is worth paying attention to coverage when choosing bloggers from whom you will order advertising. Rate placement based on estimated reach, not subscribers.
Example: the blogger has 160,000 subscribers. And the account coverage is only 8,000 people. This means that either the blogger has low quality content, or he has fancy followers, likes, comments (and maybe all of them together), or something else is wrong.
Reach also allows you to track whether you have disappeared from your Instagram feed and recommendations. For example, under the reach, you can see how many accounts that viewed the post are not following you. The figure is indicated as a percentage. This means that most likely they saw your post in the feed, clicked on an advertisement, or found a post using a hashtag.
How to view coverage
Coverage is displayed in the business profile statistics and in the author’s account, this information is not available to a simple account. To see the coverage, click on the button with three stripes in the upper right corner, open the “Statistics” item and see there 3 tabs – actions, audience, content. Coverage is in the Actions and Content tabs.
- Actions… This shows the number of people who viewed at least 1 of your post. You can see the total number of covered accounts for the week and the dynamics of changes by day. Shows how visible your account is in the feed.
- Content… The reach of your posts is displayed here. You can see the overall reach or for each specific post / story. You can filter your publications by coverage. To do this, in the “Content” tab, click on “All” and select “Coverage” in the filters.
You can also view the statistics of a specific post separately without going to the general menu. Just click under the post on “View statistics”. For stories, coverage is displayed in a separate tab.
Read more in the articles:
What should be the coverage
There is no clear answer to the question “What is considered good coverage”. SMM specialists consider 30% –60% of the total number of subscribers to be the norm. It is better to calculate engagement separately for each post using the formula:
ER = (likes + comments) / followers * 100%
If you want to calculate ER for the entire account, then add ER for all posts and divide by their total number.
Example: you have 50,000 subscribers. A good indicator of account coverage in this case is from 15,000 to 30,000 people. Let’s say the last post got 1,500 likes and 500 comments. The engagement of such a post is (1,500 + 500) / 50,000 * 100% = 4%.
Topic article: How to calculate ER on Instagram
What determines the coverage of the post
Basically, coverage depends on:
- time of post publication,
- quality of publication,
- the speed of typing likes and comments,
- direct correspondence – the more messages they write to you, and the more you reply, the higher the coverage,
- the number of times the post has been saved to Favorites.
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Instagram coverage plummeted – what’s the matter?
What is the reason for the drop in coverage? Most often there are objective reasons for this – the post has lost its relevance, the quality of the content has decreased, the wrong time has been chosen for publication, you have abandoned your account, and much more. Each case is different.
- Inappropriate subscribers – people who are not interested in you, commercial accounts, abandoned accounts. Those who saw the posts, did not interact with them, gradually stop seeing them. The result is a drop in coverage. And the more there are, the more noticeable the fall.
- Hashtags – Popular hashtags in all posts. They no longer work for promotion, but it is very easy to cut coverage because of them. The number of tags also no longer helps, rather the opposite – the algorithm may mistake the sheet of tags for spam. Especially if you repeat the same ones in several posts in a row.
- Cheats and mass activities – winding subscribers, purchased comments and likes – Instagram doesn’t like all this. Moreover, bots by themselves will not show any activity, and this will certainly affect the overall statistics. In addition to cheating, you should not get too carried away with massliking and mass following, and it doesn’t matter whether you do it manually or through a program. The likelihood that Instagram will cut the reach, and then block the account altogether is very high.
- Third party services – all services are officially banned, except for those where there is authorization through Instagram itself. In “bad” services, they ask you to enter your username and password for your account.
- Participation in shows and competitionswhere your target audience is not, but only freeloaders. They can subscribe and be interested in one post, and then not log into your account at all.
- Content – does not cause a response, is not interesting to subscribers. This means that we need to work to improve its quality.
- Account complaints – you could post someone else’s photo, violate copyright, post offensive content, brand photo, and so on. Someone complained about the post and the coverage went down.
- Shadow ban – in this case, the coverage drops strongly and unexpectedly. Instagram literally cuts impressions, ceases to be displayed in the feed, and publications cannot be found by hashtags. Moreover, formally, there is no ban or warning. Reach monitoring is just one of the ways to suspect getting into a shadow ban.You can get under such blocking for using the same hashtags in more than 3 posts in a row, using more than 30 hashtags under a post and duplicating them multiple times, exceeding the limits, complaining about your account, editing posts too often, and more.
Read also: Best Instagram Promotion Courses
How to return coverage on Instagram to the previous level
- Stop any activity for 48 hours. Suspend all methods of promoting your account.
- Remove all hashtags from the last 10-20 posts. Make 2-3 posts without hashtags.
- Remove inactive users, bots and other garbage from subscribers – they spoil statistics.
- Do not exceed the limits. If you have already exceeded and received restrictions on actions, wait until the blocking ends. The limit at the end of 2019 is no more than 5,000 subscriptions per month.
- Don’t edit posts too often – prepare pictures and post texts in advance.
- Make sure that you do not have prohibited content to complain about. If there is one, delete it.
- Be careful with automated services – use proxies, set a random time interval for actions.
- Find the perfect time to post – analyze the statistics to understand when your audience is most active.
- Create high-quality engaging content. Motivate subscribers to take action – for example, “We’ll remove the sequel if the post gets 10,000 likes.” Keep feedback with them – for example, invite them to ask questions in the comments, shoot a video or photo answer to the most interesting ones, arrange polls, and so on – this will increase people’s activity. Stay tuned for new features on Instagram and use them in your posts – post interactive content, gifs, masks, and so on.