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followers are examined within Instagram Analytics. When using this tool, it is important to understand the different metrics and terms used. (Instagram 2019.) Reach can be defined as the actual number of people who have seen the company’s post. A reach rate can be calculated by dividing the number of people who have seen the post by the number of followers the company has. In contrast, the term impression defines the number of times the content has actually been viewed. This implies that the reach is always lower than the impressions, as impressions are adding up the number of visits on a profile or certain posts. (Sanchez 2018, pp.124-125.) Engagement is defined as the number of likes, comments, saves, and messages a post gets. The engagement rate is calculated by dividing the number of the mentioned actions by the total number of followers. (Sanchez 2018, pp.125-126.) Exits are people who did not watch the Instagram story until the end. Those result from three different situations. The Instagram app has been closed, the story has been closed via the X in the top corner of the story, or the user swipes down the story for going back to the normal feed. The exit rate can be calculated by the number of exits divided by the number of impressions. (Sanchez 2018, p.129.) Swipe away defines users who swipe left or right on a user’s story in order to view the story of the next person they follow or to go back to the former story of another user. A tap forward only means that within a story the viewer skipped one part in order to get to the next content of the story they are currently watching. A tap back is basically the same, just in the contrary way. (Sanchez 2018, pp.129-130.) The completion rate sums up the users who watched the entire story of an account without tapping forward or exiting the story, whereas the shortcuts add up all the users who skipped parts of the story or exited it before it was ending. (Sanchez 2018, p.130.) 4.4 Tools of Instagram marketing strategy In the following, some Instagram tools are chosen to be explained in more detail how they work and how they can be applied to a company’s account. The tools are chosen according to the analyzing purposes in the empirical part. Some of the tools displayed are already employed by the case company Onimos, 24PDF Image | Brand-Awareness through Marketing on Instagram
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