Traackr :hearts: Instagram

As we continue to support the influencer marketing programs of our clients, we have found it imperative to consume and dig as much as we can out of influencer content created on Instagram. Adding to the consumption of post captions and metrics for engagement reports, Traackr also gives users the ability to harvest the photo tags on influencer posts and make them searchable !!! :)

Ready? Check it out.
Let’s look at the Traackr profile of the most decorated olympian in history:

Michael Phelps’ Traackr influencer profile.

Now, let’s find a post that has photo tags on it. Oh look…here’s a good one (they seem to be having a lot of fun eh?):

Michael Phelps’ instagram post viewed from his Traackr influencer profile.

Now let’s search for one of those tags. I like @casamigos too… read my mind :wink:wink:

Voilà!

Searching photo tags through Traackr.

But … I thought keyword queries only matched the actual content of the post. All I see is ‘Boys will be boys!!! #meldman’. How did you do it?

Well… here’s an oversimplified explanation of how it works.

Making photo tags searchable at Traackr.

So, at step (1) we get the post from Instagram’s public API. At step (2), we store it in our search engine and at step (3) we query for “@casamigos”. And yea…you guessed it! The real magic happens at step (2).

When we’re indexing content, we append the photo tags to a secret field that keyword queries are executed against. But what we surface in the UI is a field that contains the original post “Boys will be boys!!! #meldman”.

Since you’re such a curious cat, here’s an excerpt of what the record looks like in our search engine:

{
"_type": "post",
"_source": {
"postUrl": "http:\/\/instagram.com\/p\/BTIKhMygox-",
"rootDomain": "instagram",
"author": "m_phelps00",
"postContent": "Boys will be boys!!! #meldman @randegerber @makenagbc @jjd7007 @stuttsydlc @casamigos @romanstutts",
"postDisplay": "Boys will be boys!!! #meldman"
}
}

Hint: See the difference between postContent and postDisplay?

So why do we do this?

We want to do more than just track Instagram content to compute the metrics that allow us to analyze an influencer’s reach and resonance. We believe that with Instagram’s ever growing outreach and business impact, the more value we derive from its content, the more meaningful will be the insights we provide to organizations that invest in the practice of influencer marketing.

As it pertains to this particular feature, our customers are able to get more insights on brand mentions by using our platform to match mentions on photo tags and get further analytics and reports on them :)


Originally published at Traackr Engineering.