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Instagram Insights: What Do They Mean?

Category: Social Media Marketing digital marketing

Written by: Lacey Wilcox

Posted on: November 12, 2019

Instagram rocked our social media world when it first made its entrance over nine years ago. The platform has continued to evolve throughout the years with new logos, added features, and more directions for our thumbs to swipe than ever. While many things have changed about Instagram, it has remained a fantastic tool that helps businesses connect with their audience.

One of the changes brought to Instagram that has been a win for businesses and their followers is Instagram Insights, a native analytics tool that provides an account owner with “insights” about the account’s posts, audience, and more. Instagram Insights helps you make sure you’re getting the most out of your time and money spent on Instagram and also ensures you’re generating content your audience appreciates

What is Instagram Insights?

While Instagram Insights has a definite benefit for personal profiles, it’s only available to business accounts. As we mentioned above, Insights is an analytics tool exactly like its owner counterpart, Facebook. If you had been using a personal profile and recently converted to a business account, your Insights will show information from the date the switch was made and forward. 

Instagram offers insights about your overall account, for individual posts, and for Instagram stories. To access Instagram Insights for your business account, tap the three horizontal lines at the top right of your screen, then click on Insights. From here you can actually see information about several different aspects of your account: content, activity, and your audience. If you prefer, you can also look at insights for specific parts of your Instagram account by clicking on a specific photo, video, or story.

How to Use Instagram Insights

Any time you dive into social media marketing, it’s very tempting to focus on the parts that are visible to your audience. While you definitely need to pay attention to how your Instagram posts look and feel, you also need to understand how they are performing. That’s what makes Instagram Insights so valuable. When you access Insights for your account, here are some things you’ll want to watch and measure.

Follower Demographics and Behavior

When you click on the Audience portion of your Insights, you can see helpful information about your audience, including their age ranges, location, gender, and time spent on the app. This allows you to create and execute a strategy that your audience will resonate with, understand, and even be sure to see. 

Content Performance

A click on the Content tab of your Instagram Insights will help you see how your posts and stories are resonating with your audience. Here you can see your more recent posts, stories, and promotions and track the actions taken with each one. For example, you can see your content’s reach, the number of likes, saves, and more. While it’s a pretty terrible strategy to have every post look almost exactly the same, this information helps you figure out what your audience wants to see and come up with ways to replicate it in future posts. 

Audience ActivityAudience-Activity

When you click on Activity in your Insights, you’ll be able to track the number of interactions your audience has had with your account, visits to your profile, clicks to your website, and the number of people who discovered your account each week. This information helps you measure how people are engaging with your business and the level of interest they have in your work. For example, if someone visits your profile, they’re intrigued enough about your company to want to know a little more about you. 

Is Your Business Instagram-Ready?

Executing a successful Instagram strategy is so much more than sharing a pretty picture. It involves understanding your audience and the performance of your content to create a plan that meets their needs and grows your business. 

Ready to learn more about using Instagram for your business? Download our free infographic below!

Using Instagram Stories to Build Your Brand: Download Infographic