Impressions sur Instagram: Faire en sorte que chaque vue compte

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?

Sur Instagram , la plupart des internautes se concentrent sur les interactions avec le contenu et sur d'autres indicateurs de surface. Mais les spécialistes du marketing numérique savent que les impressions comptent aussi.

Les impressions vous permettent de savoir si vos publics cibles regardent votre marque, même s'ils ne s'engagent pas avec elle. Elles fournissent également des informations clés sur le type de contenu créatif que vous publiez et sur son efficacité.

Comment trouver et interpréter les impressions Instagram ? Nous sommes là pour vous aider. Continuez à défiler pour en savoir plus sur cette mesure sous-estimée et pourtant très révélatrice de votre performance sur Instagram.

Instagram Les indicateurs sont parfaits pour suivre les performances du contenu

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.

Les comptes professionnels Instagram ont accès à des indicateurs spécifiques qui mesurent la performance de leur contenu. C'est un excellent moyen de vérifier comment vos publics cibles réagissent à vos campagnes. Cela vous donne également une idée de l'efficacité de votre projet du point de vue du marketing numérique.

Différentes mesures sont disponibles sur Instagram et vous donnent des informations clés sur l'évolution de votre contenu. Parmi les mesures les plus courantes, citons la portée (combien de personnes voient votre contenu) et l' engagement (dans quelle mesure les personnes interagissent avec votre contenu). Les marques de technologie peuvent également considérer les installations d'applications comme un indicateur. Les marques de commerce de détail s'intéressent probablement aux conversions.

Mais il existe une mesure Instagram que les personnes extérieures au marketing numérique ne connaissent peut-être pas : Instagram impressions. Qu'est-ce que les impressions ? Pourquoi sont-elles importantes ? Découvrons-le.

L'essentiel : Que signifie "impression" ?

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.

Spécifique à IG : Que sont les impressions sur 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 grand nombre d'impressions est généralement le signe que votre contenu a plu à votre public cible. Cela signifie que les personnes qui l'ont vu l'ont probablement revu. C'est le signe que vos followers aiment le type de contenu que vous avez publié.

Cependant, ils ne sont pas toujours bons. Un nombre d'impressions trop élevé peut signifier qu'un seul internaute a vu votre message à plusieurs reprises. Cela peut parfois entraîner une lassitude à l'égard du contenu.

Portée ou impressions : Quelle est la différence ?

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.

Alors, portée ou impressions, quel devrait être le principal indicateur de succès de votre campagne ?

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.

Dans quelles situations une marque doit-elle se concentrer sur le marketing d'impression ?

Il est facile de se concentrer sur les commentaires et les mentions "J'aime" que vous obtenez après avoir publié un contenu sur lequel vous avez travaillé dur. Mais les impressions Instagram devraient être la principale mesure que vous examinez si votre campagne relève de ce qui suit :

·   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.

Explorer les perspectives : Comment trouver des impressions sur 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. Ouvrez votre application Instagram et accédez à votre profil.

2. Cliquez sur le tableau de bord professionnel.

3. Recherchez Account Insights et cliquez sur l'option "Voir tout" qui se trouve en dessous.

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.

Vous verrez trois types d'impressions sur la page Instagram Insights :

- Impressions du profil: Nombre de fois où des personnes ont visité votre profil principal sur Instagram .

- Impressions sur le contenu: Nombre de fois où d'autres personnes ont consulté un contenu spécifique. Vous pouvez consulter le nombre total d'impressions de contenu pour la journée ou la semaine. Vous pouvez également suivre l'augmentation ou la diminution de vos impressions par rapport à la semaine précédente.

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

Comment suivre les impressions sur Instagram Posts et 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.

Heureusement, il est très facile de vérifier les impressions d'un article que vous avez publié. Voici comment suivre les impressions sur Instagram pour un contenu spécifique :

1. Ouvrez Instagram et rendez-vous sur votre profil.

2. Cliquez sur le message de votre fil d'actualité pour lequel vous souhaitez obtenir des informations.

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.

Comment trouver des impressions sur 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. Retournez sur votre tableau de bord professionnel et allez sur Instagram Insights.

2. Sélectionnez l'onglet "Contenu" et appuyez sur "Histoires".

3. Choisissez l'histoire spécifique pour laquelle vous voulez voir les métriques et cliquez dessus.

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!

D'où ils viennent : Que sont les "Impressions de profil" Instagram?

Vous remarquerez peut-être que la page Insights répartit vos impressions Instagram en différents types. Certains sont étiquetés "depuis la maison" ou "depuis Explore", ainsi que beaucoup d'autres.

Ces classifications indiquent la provenance des impressions. Si elles proviennent de la page d'accueil, les internautes ont vu votre message dans leur fil d'actualité. L'expression "depuis Explore" signifie qu'ils sont tombés dessus depuis la page Explore.

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!

Comment obtenir plus d'impressions Instagram sur vos articles

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.

Vous voulez augmenter le nombre d'impressions par contenu ? Voici nos trois meilleurs conseils pour inciter les internautes à consulter votre contenu plus souvent !

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. Publier aux heures de pointe pour plus d'impressions sur 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. Mettre en place des publicités avec un plafond de fréquence pour plus d'impressions sur 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.

Plus de followers, c'est plus d'impressions sur 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!