InstaSights

📘 Project Background

ShutUpAndMove._ is a growing sports club and lifestyle brand that builds its community through Instagram, targeting young, urban individuals passionate about health and movement. As part of my role as a data analyst, I conducted a competitor benchmarking and content performance analysis to evaluate ShutUpAndMove’s current social media positioning.

The project analyzed public Instagram data from similar run clubs to uncover engagement trends, audience behavior, and content strategies. A key goal was also to create a data-driven benchmark to guide and measure future marketing campaigns and community growth initiatives.

This analysis focuses on three key areas:

• Post Performance: Engagement, likes, and follower growth.

• Posting Patterns: Optimal times and days for posting.

• Community Comments: When and how users engage via comments.

🔗 SQL queries for data cleaning and analysis: Github.com
📊 Interactive Power BI dashboard: [tbd]

🗂️ Data Structure & Initial Checks

The project’s database consists of seven main tables:
Account, Post, Comment, Reply, Hashtag, Topic, and KeywordTopicWeight.

Each table captures a different layer of Instagram activity—from account profiles and post details to user comments, replies, hashtags, and NLP-derived topics.

Initial data checks included:

• Removing duplicates by post and comment ID.

• Filtering out empty text or filler words.

• Calculating derived columns like post hour, time to reply, and comment sentiment.

• Limiting analysis to the most recent 90 days of content.

• Changing the Universal Time Coordinated (UTC) Timestamp to Indian Standard Time (IST, UTC + 5:30)

The full entity relationship diagram is shown above.

Process Overview

🧭 Executive Summary

This competitor analysis highlights how ShutUpAndMove._, despite having a relatively small following, demonstrates strong community engagement compared to larger, more established run clubs. By examining metrics such as follower growth, engagement rates, and hashtag strategies, this analysis provides a clear picture of where the brand stands—and where it can grow.

🔍 Key Takeaways

1. High engagement despite small audience:
   ShutUpAndMove boasts the highest engagement rate (9.79%) among all analyzed accounts, despite having the smallest follower base (697). This reflects a highly active and loyal community, signaling strong brand resonance.

2. Consistent follower growth:
   The brand has shown a steady increase in followers from approximately 500 to nearly 700 between March and May 2025, with notable acceleration in April—suggesting that recent content strategies are effectively driving visibility.

3. Opportunity in hashtag optimization:
   While ShutUpAndMove leverages its branded and thematic hashtags (e.g. #shutupandmove, #community), competitors are more aggressively using location-based and trending tags such as #bangalore, #mumbai, and #fyp, which may contribute to broader reach.

📊 These insights serve as a foundation for benchmarking future campaigns and refining ShutUpAndMove’s Instagram strategy toward sustainable and scalable growth.

🔍 Insights Deep Dive

1. 📊 General Account Measures

• Engagement rate (9.79%) is high.

• Posting frequency (0.65/week) is the lowest — competitors post 2–4x more.

• Consistent posting drives both engagement and follower growth.

📌 ShutUpAndMove._ needs to maintain quality while increasing post volume.

📸 Visual reference:
Competitor:

ShutUpAndMove :

2. 🕒 Posting Pattern Analysis (Post-Count >2)

• 15:00–16:00 IST is the golden window for posting, especially on Mondays with 16,21%.

• Fridays between 20:00 - 21:00 IST might be some potential with 14,57%. Could be worth testing these times for high engagement rates.

📌 Focus your posting strategy around 15:00 IST, especially on Monday for best results.

📸 Visual reference:

3. 💬 Commenting & Community Interaction

• ShutUpAndMove posts get most first comments after 1 hour, vs. <30 min for others.

• Suggests misaligned posting times or lower initial engagement bursts.

• Reply rate is only 0.04 (4%) — community engagement is not reciprocated.

• Average reply time: 260 min, far behind On Tour’s 73 min.

• Competitors create a two-way dialogue; ShutUpAndMove does not.

📌 Boost comment volume and loyalty by replying faster and more often.

📸 Visual references:
Time to First Comment – All:

ShutUpAndMove:

Reply Behavior Comparison:

Competitor:

ShutUpAndMove :

4. 🏷️ Hashtag & Topic Modeling Insights

• ShutUpAndMove uses mostly branded/internal tags (e.g. #community, #adrenaline).

• Competitors frequently use location-based and trending tags:

  • #runclub, #mumbai, #fyp, #fitness

• ShutUpAndMove is missing out on local relevance by not using tags like #mumbai or #bombay.

📌 Combine internal tags with trend and location-based ones for greater reach.

📸 Visual references:
Hashtags all:

ShutUpAndMove Hashtags

📈 Follower Conversion from Posts

• Posts with moderate engagement (11–18%) consistently generate +1 to +4 followers.

• The 13-Apr-25 post stands out: only 77 likes, but +18 new followers, indicating high conversion efficiency.

• Follower gain is not strictly tied to likes or comment volume — message, timing, or content relevance likely drove conversions.

• Posts with strong comments (e.g. 10+ comments on 02-May-25) also gained multiple followers.

• Not all high-like posts lead to followers — conversion-focused content matters.

📌 Follower gain is driven by quality of alignment, not just metrics. Monitor what content types lead to follows and iterate based on that.

📸 Visual references:

✅ Final Recommendations

1. Post More Often:
   Increase content frequency to at least 2x per week to match competitors and improve visibility.

2. Use Peak Posting Times:
   Prioritize 15:00–16:00 IST (and optionally 21:00–22:00 IST) for higher engagement.

3. Engage With Comments:
   Reply faster and more frequently to build stronger community interaction and loyalty.

4. Expand Hashtag Strategy:
   Add local (#mumbai) and trending (#fyp, #fitness) tags to increase reach.

5. Prioritize Follower-Converting Content:
   Focus on posts that drive follows, not just likes — track and repeat what works.