Measure · Page 04 of 05
Your posts have been live long enough to read. Here's which numbers matter, which ones to ignore, and how to tell it's working: put your Parallax post next to your last photo post and compare.
In our own tests, Parallax posts reached their peak faster than the same agent's photo posts, and they kept picking up views and impressions for days afterward. The photo posts did most of their work on day one, then stopped.
That's the pattern to look for in your own account: a faster start and a longer tail.
01
How many different people saw your post. Check it again on day 3 and day 7, not just day 1. This is where the longer tail shows up.
02
The sign you've broken out of your own followers. When other people pass your post along, it reaches networks you'd never reach yourself.
03
Buyers save listings they're seriously considering. Saves tend to turn into DMs and showing requests over the next week or two.
04
People who tap through to your profile are sizing you up as an agent, not just the listing. This is where follows, calls and DMs start.
05
Mostly noise. Likes stop with the person who liked it. Don't chase them.
Pick your last photo post. Choose one for a similar listing, so you're comparing like with like.
Check both on day 1, day 3 and day 7. Write down reach, shares, saves and profile visits for each. Instagram Insights shows all four.
Look for two things. Did the Parallax post peak sooner? And is it still picking up views after the photo post stopped?
Engagement changes with the property, the time of year and who follows you. A pool listing in July will outperform a winter interior in February. That's the market, not the video. Compare against your own posts, not anyone else's.
If a post underperforms, it's usually one of three things: it went up at an off-peak time; the caption led with the address or "new listing" instead of a standout detail; or the room was flat and low-detail, so the motion reads more subtly. The fix is almost always the caption or the timing.
It depends on the listing, your audience and the time of year, so measure against your own last photo post. In our tests, Parallax posts peaked faster and kept collecting views for days after the photo posts faded.
Reach, shares, saves and profile visits. Reach is how far it went. Shares mean it left your own followers. Saves point to serious buyers. Profile visits are people sizing you up as an agent. Likes don't pay commissions.
A like stops with the person who gave it. A share puts your listing in front of that person's whole network, for free.
Most early reach comes in the first day or two, but don't judge it on day one. Parallax posts tend to keep picking up views well after that, so check again on day 3 and day 7. Saves and profile visits turn into DMs and showing requests over the following week or two.
Usually timing (an off-peak post), the caption (leading with the address instead of a detail), or a flat, low-detail room where the motion is subtler. Fix the caption or the timing first.