Optimising fan funnels using Instagram's new primary metrics
A modern fan funnel for artists focussing on content strategies for growth.
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Let’s dive into today’s topic:
Optimising fan funnels using Instagram's new primary metrics
A modern fan funnel for artists focussing on content strategies for growth.
Why it matters
The music industry is fixated on vanity metrics like likes, followers, and streams. These shallow metrics shape critical decisions, even though they often lack context.
This is understandable. Platforms like Instagram and Spotify emphasise these metrics by displaying them publicly and prominently, reducing content and music to mere competition.
Fortunately, platforms are beginning to recognise the drawbacks of this emphasis. Instagram recently introduced two actionable metrics as its primary indicator of creator success.
How it works
Instagram announced that 'views' will be the primary metric across all content formats. They also recommend tracking 'sends per reach'.
This method allows creators to track the same metrics across photos, carousels, reels, threads, stories, etc.
These 'new' metrics are ideal for building the top of a modern fan funnel for artists who prioritise content strategies for growth.
Awareness: Reached accounts
Measurement: All accounts (i.e. people) reached over a specific period.
Actions: Expand reach by collaborating with other artists and commenting on other artists’ posts.
Acquisition: Views
Measurement: The number of times account videos started playing or replaying and the number of times non-videos appeared on people's screens, in total, over a specific period.
Action: Create more content.
Acquisition: Video watch time
Measurement: The hours and minutes people spend watching an artist's content over a specific period.
Action: Enhance video hooks.
Activation: Sends per reach
Measurement: The number of shares via DM, divided by the number of reached accounts, over a specific time.
Actions: Create content that evokes emotions. Directly ask fans to share it with friends.
Yes, but..
This fan funnel isn’t complete. The missing steps—retention, revenue, and referral—should be tailored to each artist’s strategy.
Take action now
Artists can set up the fan funnel outlined above by monitoring these metrics weekly and using the OMTM method to improve their results.
Your thoughts
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Further reading
Instagram Insights updates (@creators on Instagram)
Instagram is making views the primary metric for content (The Verge)
Instagram Views is now the top metric for all content (Hypebot)
Unpacking Instagram's Focus on Sends Per Reach (Lindsey Gamble)
Finding the metrics that matter (The Fanbase Builder)
How to use pirate metrics to set up a fan journey (The Fanbase Builder)
Why artists should comment on other artists’ posts (The Fanbase Builder)
Improve short-form videos with creative strategies (The Fanbase Builder)
Why video shares are crucial for creators on TikTok and Instagram (The Fanbase Builder)
How artists can find the one metric that matters (The Fanbase Builder)