Data helps you understand your audience. It tells you how they do things, what they prefer, and who they are. Sure, you can make business decisions based on your gut instinct, but you’re far more likely to hit the mark when you can confirm assumptions with cold, hard facts.
Using data and analytics, you can measure the impact of your marketing efforts across different channels to determine if you need to do something differently – e.g. For example, address a different target group, post at a specific time of day or experiment with a new content format.
Social media is no different from any other aspect of your marketing in the sense that it can be measured and improved. This is why you can use Instagram Insights to create a more effective Instagram strategy.
What are Instagram Insights?
Instagram Insights is a feature that enables Instagram Business Account users to view analytics on their profile and posts. This data can be used to identify what your audience likes and interacts with the most in order to improve your Instagram strategy.
Here are the analytics on this channel that marketers need to know and understand – and how to use them.
To use Instagram Insights, you must first have a company profile. If you already use a personal account, you can switch to a company profile. Here’s how to convert your account in a few easy steps.
Convert Instagram to Company Profile
- Create a Facebook company profile for the same persona, if you haven’t already.
- Make sure your Instagram profile is public. Private profiles cannot be used as business profiles.
- Return to your settings page and tap “Account”.
- Select “Switch Account Type” and select “Switch to Business Account”.
- Follow Instagram’s instructions to set up your company profile.
- Tap on “Done”.
1. Create a Facebook company profile for the same persona, if you haven’t already.
An Instagram business profile gives you access to additional features and tools that will help you grow your audience. However, in order to set up an Instagram business profile, you need a Facebook page for your business. Use Facebook to add payment information and more. Click here for instructions on setting up your Facebook Page, if you don’t already have one.
2. Make sure your Instagram profile is public. Private profiles cannot be used as business profiles.
You want to grow your audience and let Instagram users see your posts who are unfamiliar with your brand. Because of this, your Instagram profile needs to be made public before converting it to an official Instagram company profile. Here are the steps:
Step 1: Navigate to your profile and tap the hamburger icon in the top right corner.
Step 2: Tap the jog wheel icon to access your settings.
Step 3: Select “Privacy”.
Step 4: Turn on the switch next to “Private Account”.
Your Instagram profile is now public.
3. Return to your settings page and tap Account.
Return to yours the settings Side by clicking the hamburger icon and tapping the column wheel icon. Alternatively, you can use your phone’s back button to get there.
Tap account in the Settings menu.
4. Select “Switch Account Type” and select “Switch to Business Account”.
By choosing Switch to the business account, convert your Instagram profile to Instagram business profile effectively.
5. Follow Instagram’s instructions to set up your company profile.
You will be asked to review and change details about your business, including business category, contact information, and more. You will also be asked to select the Facebook page that you want to link to your profile (from step 1).
6. Tap “Done”.
Once you’ve set up a business account, you can start using Instagram Insights. How to start.
How to See Post Insights on Instagram
- Open the hamburger menu and click “Insights”.
- Measure range.
- Track profile visits and followers.
- Detect website clicks.
- Track content interactions.
- Track your followers.
- Find out what actions were taken on your post.
- Use Explore to see where your post has appeared in feeds.
- View story insights.
1. Open the hamburger menu and click “Insights”.
To get insights into your entire Instagram account, first visit your profile. Then click the hamburger icon at the top and select Insights from the menu.
From there you can reach the Current highlights Page where you can see some general information about how people interact with your profile, such as: B. How many followers you have gained or lost in the last week.
Next, we’ll go into the more specific profile insights you can explore.
2. Measure the range.
Press the Accounts reached Section. Reach reflects the number of unique users who saw one of your Instagram posts.
In this category you can see insights for:
- Impressions – How many times your posts have been seen.
- Account activity – Profile visits, website tips and other activities.
- Top posts – The posts that generated the greatest reach and engagement.
- Top stories – The Instagram Stories posts that generated the greatest reach and engagement.
- Top IGTV videos – The IGTV videos that generated the greatest reach and engagement.
Some of these insights can be expanded for further insights.
3. Track profile visits and followers.
On the Accounts Achieved page under Account Activity you will see Profile visits.
Profile visits indicates how often your profile was accessed.
4. Determine website clicks.
Website tips can also be found under Account activity Section. These statistics show how often links that you have included in your company profile have been clicked.
5. Track content interactions.
Navigate back to Current highlights and tap Content interactions. This will bring up a page that shows how your content is doing in terms of engagement and breaking down the metrics by content type.
Likes speaks for itself and reflects the number of users who liked your post. As with likes, Remarks reflects the number of comments left on your post. Stores highlights the number of unique users or accounts who saved your post or clicked the bookmark-like icon that appeared in their feeds below it.
6. Track your followers.
Navigate back to Current highlights and click Total number of followers. You will then reach the Follower Breakdown Page.
This page shows how many followers you’ve gained or lost in the past week, as well as the average times of the day your followers use Instagram – data that can be of great use when planning posts.
7. Find out what actions were taken on your post.
To view insights for a specific Instagram post, first visit your profile. Tap the post you want to see, then click Show insights under the picture.
These insights indicate the number of actions people took on your profile when they saw your post. This includes, for example, visiting your profile, then performing an action such as clicking on your website link or following you.
8. Use Discovery to see where your post appeared in feeds.
As the name suggests, these insights show where your post was seen – or discovered – the most often, including the number of accounts that didn’t already follow you when they first saw the post.
This section contains metrics too Impressionsthat reflect the number of times your post was found from a certain location on Instagram, e.g. For example, via the user’s home feed, a search, your profile, a location tag or a hashtag.
Discovery Insights also includes post reach data, which reflects the number of individual accounts that saw your post.
9. View story insights.
Finally, Instagram users with a business profile can view insights into their short-lived stories.
To see your story insights, navigate back to Insights and scroll down to Content you shared Section on the Current highlights Page.
Scroll down to the Stories Section, and you can see insights into older and unexpired stories.
Next, we’ll go into the more specific insights you can explore.
This insight shows how many times your story has been viewed.
As you view these insights, keep in mind that you can add multiple pictures or videos to your story. Each visual content in your story is counted as a single photo or video in your post.
For example, suppose you add six photos to your story. Whether someone is looking at just one or all six, Instagram only counts your entire story when you get an impression.
The same goes for story content that has been viewed more than once by a single user. Instagram still only counts that interaction as the entire story that received an impression.
This insight reflects the number of unique users who saw your story.
This insight is how many times a user taps your story photo or video to skip to the next medium.
This insight is the number of times a user taps your story photo or video to return to the previous medium.
This insight reflects the frequency with which users post messages through the Send Message Text field in your story.
This insight reflects the number of times users swipe to jump to the next account’s story – not to be confused with “tap forward”, which indicates users are jumping to your next story medium.
This insight reflects the frequency with which a user will use the Stories Section complete to return to the home feed.
Measure your effectiveness with Instagram Insights
Now that you know how to use Instagram Insights to access data to underpin your strategy, you can analyze that data and see what works (and what doesn’t) for your audience. From there, it becomes a lot easier to create content that will generate a lot of engagement when you consider these benchmarks.
Editor’s note: This post was originally published in January 2018, but has been updated for completeness.