From Instagram stories to post and promotion, every type of content is covered so you can plan a winning strategy, get more followers and extend your reach further.
If you are running an Instagram account to grow your business, it is vital you understand how your audience interacts with your content so you can extend you reach, get more followers which you can turn into customers.
The best way to do this is to deep dive into Instagram Insights
which is the built in analytics tool that
provides data on the activities
happening on your account such as what actions people are taking on your posts,
how well your content is doing, your demographic, and much more.
If you are interested in growing your business along with
your followers, watch today’s video as I am going to take you through each and
every analytics option available and highlight the ones you should focus on so
it’s in line with your business goals,
The first thing you need to know is
that only Instagram business accounts have access to Instagram insights so if
you haven’t switched to a business account yet just watch my video “ How to create an Instagram
Business Account (step by step)” where I explain how to do just that. It’s very
simple and only takes a few minutes.
You won’t be able to see all
insights until you get to 100 subscribers but that is easily done.
Once you’ve switched to a business
account go to your Instagram profile and tap the menu icon on the right-hand
This will open a panel giving you
access to a range of options. Tap on the
This will open a new window with
three different tabs.
One for content, one for Activity
and one for audience.
You can easily navigate from one to
another by taping the option you want to explore.
By default, the content tab should
be open so let’s go through this one first.
The content section is where you
can find how well your posts, stories and promotions are performing on your
account starting with a summary of the number of posts you have published in
the last 7 days compared with the previous week.
Unfortunately, you can’t change the
date range which is one of the limitations of Instagram insights.
Under the date range, the content
panel is split into three main categories:
Your feed posts
And your promotions
Within each category you can see
the most popular pieces of content you have published in the form of thumbnails.
Each thumbnail is overlaid with the
number of impressions your post, story or promotion has received.
If you don’t know what an
impression is, it is the number of times your post has been seen.
In this example, this post was seen
277 number of times.
Let’s look at the overall feed
posts category. In there you should see your 6 most popular posts ordered by
the number of times they were. This is great but if you tap on the, see all
option, you will be able to access data for all the posts you have published on
Tap on one of the blue links at the
top of your screen and suddenly you can filter the results by post type (
Photos, video, carrousel etc…) , the actions that were taken such as calls,
comments, emails etc… and the time period.
If you are unfamiliar with the
terminology being used, you can tap on the “understanding your insights “option
at the bottom of your screen where you can find definition for some of the
Let’s say I want to find out what
photo got the most views in the past 6 months. I just need to select the photo
option, then the impression option and finally the time frame then tap on
Why is this useful. Because within
second, I can understand what type of content works best and do more of the
A quick summary at the top of the
screen gives you a recap of the filters you have applied. To change them just
tap on one of the links and start a new search. You can dive into individual
posts for further insights. Let’s look at one of my recent posts.
You can dive into individual posts
for further insights. Let’s look at one of my most viewed post
Simply tap on the thumbnail of the
post. At the bottom of the post tap the view insight option.
This should reveal a small panel
with a summary of how many likes the post has received, the number of comments
that were made, if it was sent to other accounts or saved to a collection.
you slide the panel up, you will be able to access a whole new set of data for
this post starting with:
Interaction: This is the number of actions that were made
directly from this post. It can include a visit to your profile, a click on a
link, or someone sending you an email or even calling you.
a little bit further down you can see information about how your post was
discovered which includes the number of accounts that started following you from
this post, the number of people you’ve reached, which is how many unique Instagram accounts have seen
this post, and the number of impressions or views this post has received.
The difference between reach and
impression can sometime be confusing.
Impressions are the total number of times a
post has been viewed while the reach is the number of people who have seen it.
In this example this post was viewed 198 times by 134 people which means some
people viewed it several times
Impression can come from 4
which means from the main Instagram
which is people who have discovered your post from the hashtags you have added to
Directly from your Instagram profile.
And finally from other sources such as external websites
Looking at the insights of posts on
an individual level is extremely useful. For instance, a post that has a high
impression-to reach ratio is a very good sign of engagement because people
viewed it several times. So you might want to do more posts like this one.
Finding out that a high level of
discovery through the hashtags you have used on a post will help you pick the
right hashtags for future posts.
Getting into the habit of checking
the insights of each posts is important as it will help you post better quality
content and extend your reach in the future.
Let’s go back to our main content
screen and this time look at Stories insights.
The process of checking insights
for stories is very much the same as checking insights for posts.
Just like the posts at a glance you
can see the number of impressions overlaid on the thumbnail of the stories. To
access the full set of data just tap the see all options.
Again, same as the posts, you can
filter the results by taping on one of the options in blue at the top of the
Since the format of stories is
slightly different to post, the filters available are also different. There are
no options to filter by post type. The filtering options are more geared
towards engagement such as, calls, exited, Forwards, next story etc… The time
frame available is also different and stories insights can be tracked up to 14
Let’s now look at the last content
type available, Promotions. Go back to the main screen of your content activity
and scroll all the way down.
If you have run or are running
promotional campaign this is where you can look at the performance. Once again,
you should see your promotional thumbnail with the number of impressions
overlaid on top.
Tap on the see all option. The next
window will be split into two panels, one for currently active promotions, and
one for past ones.
For the sake of this tutorial I have
set up a couple of promotions, one which has expired little while ago and one
that is currently running.
Each campaign will display a short
data breakdown which includes the number of profile visits, the cost and which
audience was used for the campaign.
Tapping on the “view insight”
option will give you access to the full breakdown of the promotion performance.
Unlike stories and posts, there is
no filtering option here. The activity related to the promotion is highlighted
under each insight as a percentage. Numbers will also be displayed in the
right-hand sight column, there is none here as I have literally let the
campaign run for a couple of hours only.
Right, that was a long-winded
chapter but a very important on. It’s important you understand how well your
content is working for you and what you can do to improve it.
Time to move on to the second tab
Go back to the main screen and tap
the activity tap.
The activity insights are very
straight forward. The data is split into two main sections, one related to
interactions and one to discovery both of which are based on the data captured
from the previous week.
Let’s start with interactions.
Interactions are the set of
insights which measure what actions people have taken on your account. They
include the number of times they visited your profile and the number of people
who have clicked on the website link located in your profile.
Both data sets also include a
comparison figure from the week prior which is a good indicator of whether you
are doing better or worse.
The graph highlights on which day
most actions were taken; in this case it is Sunday. Tapping on the graph will
break down the figures for each day.
Moving on to discovery
The discovery data set shows you
how many people have seen your content and how they found it.
I’ve already explained the
difference between impressions and reach but just for those of you who are still
unsure. Impressions are the total number
of times a post has been viewed while the reach is the number of unique people
who have seen it.
I have personally recently
increased the number of posts I publish on Instagram. I can see how effective
this is seen my reach as increased by 219 while the number of impression has
gone up by a staggering 1838 which is very positive.
Time to move on to our last tab
If you’re like every other business,
I presume you target a specific type of audience. Does your Instagram audience
match with you target? This is where you can find out.
Go back to the main screen and tap
on the audience tab
Just like the activity tab, the
data is captured from the previous week and starts with the number of
additional followers your account has gained. In this case I have accrued 5
more followers week on week.
The section below that, top
locations, is about the top 5 cities and countries where your followers are
located. I am based in London, so it makes sense for the top city to be London
but when I switch to countries it seems the US is more popular. This is an
important detail which leads me to believe I must publish content that will
resonate with an American audience more often so I can extend my reach further.
Scrolling further down reveals the
age range of your audience. In my case most of my Instagram audience is aged
between 25 and 44. Toggling through the gender option gives you a more granular
view. Interestingly, within the women category most of my audience is aged
This is a great insight. Let’s say
I want to run a paid promotional campaign aimed at women on my account. When defining my target audience, I would
choose the 25 to 34 segment so it maximises my reach and I don’t waste money on
audience types who are less likely to be interested.
The following section, gender, is
the distribution of your followers between men and women. In my case my
audience is marginally dominated by men.
The last section is the average
times when your followers are on Instagram.
You can filter the data per days,
which shows you which day your followers are the most active, or filter by hour
which shows you the average time of the day your followers are on Instagram.
This is very useful at it helps you
define which is the best day to publish a post and at what time.
For example, my followers seem to
be on Instagram more on Thursday than any other day, and if I look at what
time, it seems that 3 to 9 pm is the most popular time.
Based on all this information I can really make
some informed decisions and tailor my content so it resonates with my audience
and I can extend my reach.