Impresiones en Instagram: Hacer que cada vista cuente

If you’re a content creator or run an Instagram business, you probably look at the same old post metrics every time. You count the comments on each piece of content you upload and cross your fingers for more likes and shares. You might also check your reach if you know how to read Instagram analytics. But did you know that impressions on Instagram also give you tons of key insights about your posts?

La mayoría de la gente en Instagram se centra en las interacciones de contenido y otras métricas de nivel superficial en sus posts. Pero los profesionales del marketing digital saben que las impresiones también importan.

Las impresiones te dan una idea de si tu público objetivo está mirando tu marca aunque no interactúe con ella. También proporcionan información clave sobre el tipo de contenido creativo que publicas y si está funcionando.

¿Cómo encontrar e interpretar las impresiones de Instagram ? Nosotros te ayudamos. Sigue navegando para saber más sobre esta métrica infravalorada pero muy reveladora de tu rendimiento en Instagram.

Instagram Las métricas son excelentes para controlar el rendimiento de los contenidos

Your average Instagram user might consider their post successful if it has plenty of content interactions, like likes and comments. But if you’re a content creator or Instagram business, you’ll know the best way to track your performance is by using Instagram metrics.

Las cuentas profesionales de Instagram tienen acceso a métricas específicas que miden el rendimiento de sus contenidos. Esto es excelente para comprobar cómo responde su público objetivo a sus campañas. También te da una idea de la eficacia de tu proyecto desde el punto de vista del marketing digital.

En Instagram encontrarás diferentes métricas que te proporcionarán información clave sobre la evolución de tus contenidos. Algunas de las más comunes son el alcance (cuánta gente ve tu contenido) y la interacción (cuánto interactúa la gente con él). Las marcas tecnológicas también pueden fijarse en las instalaciones de aplicaciones como métrica. Las marcas minoristas probablemente se fijen en las conversiones.

Pero una métrica de Instagram que algunas personas ajenas al marketing digital quizá no conozcan es Instagram impressions. ¿Qué son las impresiones? ¿Por qué son importantes? Averigüémoslo.

La verdad: ¿Qué significa "impresión"?

Before we dive deep into what Instagram impressions tell you about your content, what does “impression” mean in the first place?

In digital marketing, an “impression” refers to a “view” of a piece of content. The user doesn’t have to look at the post for too long or hit “like” on it. As long as the post technically comes up on a user’s screen, it counts as an impression.

Impressions have different definitions depending on the digital platform. YouTube videos, for example, count an impression if at least half of the thumbnail is visible on the screen. On Twitter, an impression is when a tweet appears on someone’s screen. Even if you scroll past the tweet so fast that you can’t read it, it still counts as a tweet.

Específico para IG: ¿Qué son las impresiones en Instagram?

But what are impressions on Instagram specifically? IG impressions can mean views on feed posts, Stories, Reels and even your Instagram profile. Impressions aren’t unique in viewers. So, if one person sees your Reel 500 times, they will count as 500 different impressions.

Impressions also count even if you see the same content through different devices. If you see an influencer’s post on your phone app and later on your laptop, it counts as two impressions.

Even if someone doesn’t lurk too long on these posts, if they see it, consider it an impression. And if they go back and look at your post again, even just seconds after the first time, it’s considered another impression.

Un gran número de impresiones suele ser señal de que a tu público objetivo le ha gustado tu contenido. Significa que las personas que lo vieron probablemente volvieron a verlo. Tómalo como una señal de que a tus seguidores les gusta el tipo de contenido que has publicado.

Sin embargo, no siempre son buenas. Un recuento de impresiones demasiado alto puede significar que un solo espectador ha visto repetidamente tu publicación. Esto a veces puede provocar fatiga de contenido.

Alcance vs. Impresiones: ¿Cuál es la diferencia?

Some may ask, what’s the difference between Instagram reach and impressions?

It’s easy to confuse these two metrics. Both of them are awareness metrics that measure the visibility of your content. However, there is a huge difference between the two.

Impressions on Instagram count the total number of times people see your post. Unique viewership doesn’t matter to this metric. Meanwhile, Instagram reach counts the total number of people who have come across your content. That means if one person sees your post 50 times, they will contribute 50 impressions but only one account in reach.

A post will always have more impressions than reach. If the number is the same, it means that every person who saw your post has only seen it exactly one time. It’s impossible to have more reach than impressions.

Así que, alcance frente a impresiones: ¿cuál debería ser la principal métrica de éxito de su campaña?

The answer depends on your digital marketing campaign’s goals. If you want to drive awareness about a new brand or get new followers, reach might be your best KPI. But if you aim to retarget potential customers or drive a key message home, you should aim for more impressions.

¿En qué situaciones debe una marca centrarse en el marketing de impresiones?

Es fácil centrarse en los comentarios y los "me gusta" que recibes después de publicar un contenido en el que has trabajado duro. Pero las impresiones de Instagram deberían ser la principal métrica que mires si tu campaña entra dentro de las siguientes:

·   Reinforcing a story: If you’re trying to make a key message stick to your target audiences about your brand, impression marketing is key. For people to associate a specific story with your brand, you need to tell it repeatedly.

·   Driving purchase interest: Sometimes, it takes a couple of tries to talk to a consumer to finally sell them a product. If someone sees your post a couple of times, it’s easier to get them to buy from your Instagram business. Impressions are also key here.

·   Testing a piece of content: If you’re testing how effective a specific Instagram aesthetic or brand look is, impressions might be a good metric. When you compare it with reach, it can tell you how often people go back to look at it. This can help you optimize and tweak your brand’s look and content strategy for future campaigns.

Explorando Insights: Cómo encontrar impresiones en Instagram

Now that you know what Instagram impressions are, it’s time to find out how many of them your posts have garnered.

Right now, there’s only one way to see impressions straight from the app—Instagram Insights. Some third-party apps and services also allow you to see your impressions. However, using Instagram Insights is by far the safest and most accurate way to find them.

Note that you need a professional account to access Instagram Insights. That means you must be an Instagram business or influencer to do so. If you have a professional account, here’s how to find impressions on Instagram, step by step:

1. Abre tu aplicación Instagram y dirígete a tu perfil.

2. Haga clic en el panel Profesional.

3. Busque Account Insights y haga clic en la opción "Ver todo" situada debajo.

4. On the next screen, you’ll see all the available Instagram metrics, from reach to impressions. Note that you may have to scroll further to see the impression count for your profile and posts.

Verás tres tipos de impresiones en la página Instagram Insights:

- Impresiones del perfil: El número de veces que la gente ha visitado tu perfil principal de Instagram .

- Impresiones de contenidos: El número de veces que otros vieron un contenido específico. Puedes ver el total de impresiones de contenido del día o de la semana. También puedes ver cuánto han aumentado o disminuido tus impresiones con respecto a la semana anterior.

·   Audience impressions: Pertinent data about people who contributed to your total impressions. Here you’ll see their age, gender, location and more.

Cómo hacer un seguimiento de las impresiones en Instagram Posts and Reels

But you don’t always need to see an overview of your Instagram impressions. Sometimes, you just want to see how one of your posts is faring with your target audiences.

Por suerte, es muy fácil comprobar las impresiones de un post que hayas publicado. A continuación te explicamos cómo rastrear las impresiones de un contenido específico en Instagram :

1. Abre Instagram y dirígete a tu perfil.

2. Haz clic en la entrada de tu feed sobre la que quieras ver información.

3. Tap “View Insights” at the bottom of the post, right above the comments section. From there, you’ll see the total impressions on that post.

Cómo encontrar impresiones en Instagram Stories

Swiping up on Instagram Stories will show how many people have seen your content while it’s up. However, this only provides the total reach, not impressions.

You may be wondering how to find impressions on Instagram Stories. Unlike feed posts, you won’t see a “View Insights” button on your Stories. Fortunately, viewing the impressions and other insights for Stories is a breeze, too. Here’s how to do it:

1. Vuelva a su panel de control profesional y vaya a Instagram Insights.

2. Selecciona la pestaña "Contenido" y pulsa en "Historias".

3. Elija la historia específica para la que desea ver las métricas y haga clic en ella.

4. The next page will show you the total impressions, reach and engagement on that Story.

If you have a lot more impressions than reach for a Story, it means some viewers watched it repeatedly. That’s a terrific sign as far as creative, engaging content goes. Keep it up!

De dónde vienen: ¿Qué son las "impresiones del perfil" Instagram?

Es posible que observes que la página Insights desglosa tus impresiones de Instagram en diferentes tipos. Algunas están etiquetadas como "desde Inicio" o "desde Explorar", junto con muchas otras.

Estas clasificaciones indican de dónde proceden las impresiones. Si son "de Inicio", la gente vio tu publicación en su feed principal. "Desde Explorar" significa que se han topado con ella desde la página Explorar.

Perhaps you’ll notice that impressions “from profile” are always high up on that breakdown. So, what are the “Impressions from profile” Instagram displays on the Insights board?

These impressions came from people who visited your profile to view your content. Impressions you get from the feed, Explore page, locations and hashtags are probably only because people stumbled upon your content. However, impressions from your profile mean that people went out of their way to visit your page. That means you’ve piqued their interest as a creator!

Cómo conseguir más impresiones de Instagram en tus publicaciones

Now that you understand what impressions on Instagram are, you probably want your posts to get more of them. They’re amazing for driving a brand story or key message. Plus, getting people to see your posts multiple times allows you to maximize your content.

¿Quiere aumentar el número de impresiones por contenido? Aquí tienes nuestros tres consejos para que la gente vea tus contenidos más a menudo.

1. Relatable, Beautiful, Shareable Content Get More IG Impressions

The easiest way to get more impressions on Instagram content is by making them shareable. Instagram Reels should be funny and relatable, while feed posts and Stories should be visually breathtaking and intriguing. That way, people will want to rewatch your content. They might even share them with friends or on Instagram Stories. And when their followers see your post, you’ll get even more views and impressions.

2. Publicar en horas punta para obtener más impresiones sobre Instagram

If you want to increase your IG impressions, try and increase your reach first. One way to do that is by posting your content at peak times. If you post while your target audiences and followers are online, you’ll reach more people. That means you have a high chance of getting more impressions, too.

To see the peak times your audience is online, go to Instagram Insights again. Click on the “Audience” tab and scroll down until you see the times of the week most of your followers are online. Use these key insights to schedule when to post your content.

3. Configure anuncios con un límite de frecuencia para obtener más impresiones Instagram

If you’re an Instagram business running ads, your campaigns might benefit from driving multiple impressions from the same viewer. This makes sense if you want to retarget them or reinforce a specific key message.

A great way to boost impressions on Instagram ads is by setting a frequency cap for them. When setting a frequency cap on Instagram ads on Meta, you choose how often a viewer might see the same ad. This helps ensure that each person your ad reaches has a chance to see it again, thus adding to your total impressions.

Más seguidores equivalen a más impresiones en Instagram

Aside from optimizing your content, you can also focus on growing your follower count to boost impressions on Instagram. The more followers you have, the more people are likely to see your posts. And when many people see your content, chances are some will want to revisit it later. This will give you a bump in impressions. Path Social has an awesome targeting tool that can help you increase your follower count. Our proprietary system serves your content to your target audiences most likely to enjoy it. This can result in more content interactions, followers and impressions for your content. Start growing your Instagram community with us today!