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It’s no secret that marketer love data.
When it comes to social media, our love for data doesn’t fade with Instagram Insights. Diving into your Instagram analytics is more than just finding out which image, video, or story performed best, it helps every business better understand their right audience, post engaging content, get more views, and so much more!
And now, we will walk you through the ins and outs of your Instagram Insights, what each metric means, and how you can use this knowledge to create a winning content marketing!
How To Access Your Instagram Insights?
First, you must have a business profile to use Instagram Insights. If you haven’t transitioned over to a business profile yet, fret not as it can be done in just a couple of minutes. Just follow the tutorial below:-
What Do Those Instagram Insights Mean?
When exploring Instagram Insights, you’ll come across many difference terms, graphs and data which all indicate important metrics. Now, we will take you go thru all the Instagram Insights one-by-one, describing the meaning of each of these figures so you can make use all these valuable data as one of the growth hacking strategies to skyrocket your followers, engagements and even sales!
Let’s start by tapping the menu button which located at the top right corner and click on “Insights”, and then you will find it split into 3 tabs: content, activity and audience.
Content
Sometimes create compelling content proves to be quite challenging and a lot of marketers feel like they’re lost in the woods. Fret not as Instagram Insights can be your life saver. You’ll able to find a content tab under Instagram Insights which is related to individual posts that you have published on profile, which can split into: feed posts, stories and promotions.
- Feed Posts
All the important Instagram insights of those contents on your feed from the past 2 years is available here. You can sort your insights by type of content (videos or photos), metric and time period.
These are the Instagram insights you can filter by and what they mean:-
Calls – The number of unique users that follow the call-to-action to phone call.
Comments – The number of comments on your post.
Emails – The number of unique users that follow the call-to-action to send an email.
Engagement – The number of unique users that liked, commented or saved your post.
Follows – The number of users that started following you after seeing your post.
Get Directions – The number of users who tapped Get Directions because of your post.
Impressions – The total number of times your post has been seen.
Likes – The total number of likes on your post.
Profile Visits – The number of times your profile was viewed after seeing your post.
Reach – The number of unique users that have seen your post.
Saved – The number of unique users that saved your post.
Shares – The number of users that shared your post.
Website Clicks – The number of times your website link was clicked after seeing your post.
Clicking on each post then tap on “View Insights”, you can get to open the in-depth analytics of your posts. Under this section of Instagram Insights, you can see the total interactions for each post, the breakdown of the engagements, and also most interestingly, the breakdown of the impressions which includes where all your audiences came from: be it hashtags, directly through your profile, home feed or other.
From here, you can get to know that what type of content is performing best with your target audience and also get to see the positive impact of hashtag strategy for both followers and non-followers to reach you.
- Stories
Using Instagram Insights for stories can come out a conclusion on the type of content that works best for your account. There is no doubt that all these metric shed light on how users react to your stories, which can help you plan story strategy well. Just like feed posts under the content section, you can also filter the insights based on the metrics below:-
Impressions – The number of times your Instagram Story has been viewed.
Reach – The number of unique users that viewed the post on your Instagram story.
Exited – The number of times a user swiped away from a specific story.
Replies – The number of replies to a particular story.
Viewers – The specific users that have seen a particular post on your story.
Forward – The number of users that skipped this story.
Backwards – The number of users that went back from this story.
Next Story – The number of taps to the next account’s story.
In fact, navigation section offers key performance indicators, such as forward, back, next story and exited to let you have a better understanding of your audience’s interest in your Stories. For example, a large proportion of back clicks would telling you that the previous story was highly relevant to your audience as they rewatched it.
- Promotions
If you’ve published any promotions or running paid ads for your Instagram account, there is some metrics that under promotion subsection that you can’t afford to miss! At here, you can view:-
– The number of profile visits from your promotional posts.
– The number of impressions, reach and engagement on the post.
– The gender, age and location of the users who viewed the post.
With all these information from Instagram Insights, it’s easy for you to evaluate your paid promotional campaigns, and view which posts were most effective in reaching the business objectives you set.
Activity
As the name might suggest, these insights indicate how people engage with your Instagram. At here, you’ll find there is 2 sets of insights: interactions and discovery. Let’s find out what each statistic means to your business!
- Interactions
These insights indicate the number of actions that audiences took on your profile in the past week, things like visit to your profile, click on your website link or tap on your email tab. Here’s what the list of metric you will see under the interaction section:-
Profile Visits – The number of users that have visited your Instagram profile.
Website Clicks – The amount of users who have clicked on the website link in your bio.
Emails – The number of users have tapped on Email on your profile.
Calls – The number of users have tapped on Call on your profile.
Not only you can get a better understanding of which day of the week has the most interactions, but it also helps you better plan and schedule your posts to reach the most possible audience. For example, you find that there’s a higher uptick for a specific weekday. This could be an opportunity to share your latest promotion and updates during that day so the message can be reached to more audiences.
- Discovery
The next subsection displays the insights that indicate where your content was seen, including where those audience get to discover your post using two key metrics: reach and impressions.
Reach – The number of unique users that have seen any of your posts.
Impressions – The total number of times that all your posts have been seen.
Without a doubt, this week-by-week metrics is highly valuable, as you can compare the reach when you’re running certain campaigns or promotion. Tracking all these data is a great way for you to know that whether your efforts to promote a specific campaign is successful or not, and whether your team should be coming out similar campaign in future.
Audience
Want to gain more followers to your brand? It’s a good idea to start with by analyzing your audience demographics and get a better understanding of who your followers are, where they live, as well as see how your follower number has changed compare to the previous week.
If you want to get more followers on Instagram, it’s important that you know who you’re trying to attract. Within the Audience tab of Instagram Insights, you’ll find there is a total of 4 sets of data about your followers:-
Gender – The gender distribution of your followers, either female or male.
Age Range – The age distribution of your followers.
Top Locations – The cities and countries of your followers.
Followers – The average time in which your followers are most active on Instagram, by hours or days.
Knowing where your audience lives, how old they are, and at what times they’re most likely to engage with your content are great for fine-tuning your content strategy. Luckily, Instagram Insights make discovering this kind of valuable information easy peasy lemon squeezy, and you can access it right at your fingertips without paying a cents!
All in all, it’s a fact that the more information you collect about your Instagram performance and learn about your audiences, the easier it is to develop a content marketing strategy that really resonates with them. Don’t wait, get more engagements on your content by tracking impressions, reach, and more with Instagram Insights today!
