One of the frequently asked questions from L2’s member brands and readers is how do you measure success on Instagram? Should brands be boastful of large community sizes or is engagement a better indicator of success?

L2’s Intelligence Report: Instagram assesses performance based on a variety of metrics: community size, community growth, post engagement, post impressions, hashtag uptake, and click-through rate as none of these metrics are perfect. For example, community size may become meaningless once Facebook instills a paywall between brands and their uses as they have on Facebook. Post engagement is expected to diminish over time as well, as the platform searches to prioritize its advertisers. Click-through rate is the closest Instagram has come to enabling brands to measure their success on the platform in dollars, but it is only available on the carousel ads introduced this month.

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