Let Your Customers Tell You Where the Next High Growth Neighbourhood Is
Instagram Neighbourhood Hashtag Analysis shows you which neighbourhoods have a growing use of certain hashtags that lead you to your next big growth opportunity.
Choose As Many Hashtags As You Need
It just takes a little bit of preparation. The first thing to do is make a list of hashtags that are in use by your best customers. Maybe your competitors’? Maybe a complementary business?
Define Your Own Neighbourhoods, As Many As You Need
The second part is to define the neighbourhoods in the city where you want to do business. In this example, we defined and downloaded the data for 485 areas in Amsterdam, which we think of as neighbourhoods. If you don’t know where to get latitude and longitude data, we suggest build a Google Analytics query that asks for for DMA (Direct Marketing Area), and latitude and longitude. This the data you need.
Posts by Location – All the Info You Need!
Download the data from Instagram and count the hashtags as they were used in your chosen neighbourhoods.
The Current Winners and Losers are Immediately Obvious
The first thing you’ll notice is that certain neighbourhoods already have a frequent use of your hashtags. Hopefully, that is because your business is already there!
The Growth Opportunities Are The Ones Rising In Frequency
If you are looking to expand your customer base, then you should watch for neighbourhoods that have a growing use of your hashtags! If the use of your chosen hashtags is on the rise, it’s time for you to investigate further. A growth posts means that neighbourhood is becoming “interesting” to you.
When You Recognize Growth, What Can You DO With That Information?
If you know that an neighbourhood is improving, you can use it to your advantage:
- Highly Geographically Targeted Marketing
- Real Estate Investment
- Analysis and Acquisition of Established Property and Existing Businesses
- Franchise Opportunities
- Much more!
How does it work?
With Nextanalytics software, Instagram lets you download posts for just neighbourhoods you care about.
- Text of the post,
- URL to its image,
- Its count of likes,
- Its count of comment
- And more, such as the url to the image.
The data arrives from Instagram in a very convenient table, useful with any analytic tool, including Excel, or uploadable into a database or Google Drive or Google Spreadsheet. You can use it to build
- trend analysis, showing the KPIs as they change through the weeks and months
- outliers, showing any neighbourhoods that are unusal
- patterns, when there are combinations of hashtags that are significant
Example Analysis – Instagram Neighbourhood Hashtag
We created two views of the data. Each will help you recognize which are the up and coming neighbourhoods.
The first one shows which neighourhood had the most engagement among all the hashtags. This helps to allocate your time and resources on a more general sense, or to know which ones need more attention.
The second one shows hashtags within each neighbourhood, so you can see which hashtags apply to each neighbourhood. This helps you with targeted activity, such as tailoring location specific ads.