A Win in Social Media ROI
Based on ListenFirst’s Instagram analytics and insights, Goop implemented a revamped Instagram content strategy that focused on more content including captions driving audiences to click the link in its profile bio. In the 6 months post-analysis, goop increased content with these captions from 42% of total posts (in the initial 8½-month analysis) to 64% of total posts (in the 6 months post analysis).
This revamped strategy saw massive success across every metric analyzed. In the 6-month time window (compared to the previous 8½-month analysis window), Goop’s content mentioning the bio link in their caption showed high growth rates, indicating that consistency is key.
Your brand’s bio on Instagram is prime real estate to drive audience to your website. In an effort to increase website traffic without purchasing ads, many brands include a call-to-action in their organic Instagram post
captions driving audiences to click the link in their bio to further explore what’s featured in their content.
However, many lack insight into whether this tactic actually increases both post interactions (likes and comments) and link clicks from their Instagram bios. So, how can a brand ensure that its Instagram content strategy is actually driving website traffic?
ListenFirst analyzed goop Instagram content by performance over an 8½ month period, and tag all of the posts that had captions directing audiences to the link in the profile bio.
Analysis showed that when goop included the call-to-action in its Instagram post captions, average clicks-to-website from Instagram increased by 62%.
Goop saw massive success across every metric analyzed, including 27% more link clicks to website, 76% more post responses, 84% more impressions, 80% higher reach, 61% growth in video views.
ListenFirst also found that posts with the call-to-action had a 17% increase in comments.