Back in May 2023 I started a little social media experiment. I transformed my Instagram feed into a 9-grid; a monthly e-magazine cover that allows you to click in to read carefully-curated tips, trends, insights, education, motivation and encouragement to help you navigate the constantly-evolving world of small business marketing.
I called it The MixTape; your monthly marketing compilation.
My reasons for starting The MixTape were threefold:
I’ve had lots of questions regarding what impact this change had on my Instagram analytics, so here I’m answering everything you might have wondered or wanted to know!
THE FIRST MONTH
May was the first month of The MixTape, and as you can see from the analytics below, it looks like it produced a positive spike in my reach, engagement and followers compared to the previous month.
But this is a skewed metric. I had only posted twice in April so it wasn’t going to be hard to improve on my previous numbers! A more accurate comparison would be to January, where I’d posted 9 times in the month — exactly the same as I now do with The MixTape.
Here’s that comparison.
(Note: May 1 in Australia is actually April 30 in North America, where these analytics are collated, hence the dates shown above.)
My Takeaway: Posting 9 times on one day versus 9 times across the month hardly made a difference to my analytics! If anything, they were better and required considerably less mental energy on my part.
But what if we put that down to the “novelty effect” of it being the first month of The MixTape? Surely only posting on one day of the month could not produce the same results as posting multiple times!
I was sceptical. So I decided to try the comparison with November 2022, when I organically posted 16 times and shared Stories, and July 2023, when The MixTape was no longer a new concept and I shared a few Stories across the month.
My Takeaway: Posting 16 times across a month or 9 times in one day had absolutely no impact on my follower growth! My impressions and reach were considerably down BUT—and here’s where it gets interesting—I had exactly the same number of clicks through to my website in November 2022 and July 2023, and my profile views were up 22% in July 2023 compared to November 2022. Interesting, right?
Here’s a few more numbers you might find interesting.
In the 4 months before starting The MixTape: (January → April 2023)
In the 4 months since starting The MixTape: (May → August 2023)
THE PAST 12 MONTHS — POST PERFORMANCE
THE PAST 12 MONTHS — REEL PERFORMANCE
Now that’s a whole lot of data to take in, I know, but I wanted to be completely transparent with you about the results of this little social media experiment.
Let’s wrap it up with what I see as the “pros and cons” of this 9-grid approach.
I didn’t “feed the beast”, I haven’t played to trends, my account didn’t tank and I’ve enjoyed my marketing! That’s a win if you ask me.
Keep in mind that a 9-grid doesn’t have to be something that’s only used with a once-per-month approach, as I have done with The MixTape. There are many different ways to incorporate a 9-grid into your marketing.
What do you think? Has this surprised you or tempted you to give it a try in your business?