So, when should you prioritize impressions as a key performance indicator in your Instagram campaigns?
When you want to increase awareness among your target audience. Many marketers getting started with Instagram focus on reaching the most people possible -- but in reality, it doesn't matter if you reach 10,000 new people if none of those people are interested in what you're selling. In some cases, it's more valuable to your business to focus on cultivating deeper brand awareness among the audience you already have. Instagram Impressions can be a valuable KPI when you want to focus on increasing awareness among your target audience.
Consider your own Instagram scrolling habits: if you see an ad or a post just once, it likely isn't going to have a big impact on you. But, if you start to notice more posts or ads from the same company, your familiarity of their brand is bound to increase. Even if you aren't in the market for what they're selling right now, your awareness of the brand might lead you to make a purchase down the line.
Since impressions on their own don't take unique users into account, it isn't the best stand-alone metric to use when you run an Instagram campaign focused on reaching the most people possible. But, it can be monitored alongside impressions to track how many times users are seeing posts or ads from you.
For a deeper dive on how to set up and start tracking impressions (and other metrics) in Instagram Analytics, check out this article we wrote.
Originally published Aug 1, 2019 7:00:00 AM, updated July 29 2019