How to get instagram stats

How to Use Instagram Insights (in 9 Easy Steps)

Instagram Insights shows you engagement analytics that empower you to improve your Instagram for Business strategy.

You no longer have to guess about what works for your audience; Instagram Insights will tell you. You’ll therefore be able to get more likes, earn more followers, and grow your profile exponentially.

In this post, we’ll go over everything you need to know about Instagram Insights and how to leverage it to improve your Instagram profile.

What is Instagram Insights?

Instagram Insights is a feature that allows Instagram Business Account users to see analytics related to their profile and posts. From this data, you'll be able to identify what your audience likes and engages with the most to improve your Instagram strategy.

Why use Instagram Insights?

Instagram Insights allows you to get access to important user engagement data for your business profile. It’s not just enough to know the raw numbers, such as the amount of likes you get for one post. It’s important to understand your audience, too.

That’s where Insights comes in. It tells you how they do things, what they prefer, and who they are. You can certainly make business decisions based on gut feeling, but you're much more likely to hit the mark when you can validate assumptions with cold, hard facts.

Data and analytics help you measure the impact of your marketing efforts across different channels to see if there's something you need to do differently — like target a different audience, post at a certain time of day, or experiment with a new content format.

Social media isn't any different from other aspects of your marketing in the sense that it can be measured and improved upon. That's why you'll be able to create a more effective Instagram strategy using Instagram Insights.

To use Instagram Insights, you must first have a business profile. The good news? If you're already using a personal account, you can switch to a business profile right from your phone. Here's how to convert your account in a few simple steps.

How to Get Access to Instagram Insights

Open up your profile on the Instagram app.
Access the Settings page.
Tap 'Account.'
Click 'Switch to Professional Account.'
Choose your category and click 'Done.'
Optional: Switch to a Business account.
Optional: Connect your Facebook page.

1. Open up your profile on the Instagram app.

You can convert your Instagram profile to a Business account directly from your Instagram mobile app. First up, open up the app and click on your profile picture on the bottom right-hand corner of your feed.

2. Access the Settings page.

Next, it’s time to head to Settings. On your profile, click the hamburger icon on the top-right corner.

On the pop-up, click “Settings.”

3.

Tap "Account."

A list menu will come up. Tap “Account.”

4. Click "Switch to Professional Account”.

By switching to a Professional account, you can get access to Insights immediately — even if you’re not a business.

5. Choose your category and click “Done.”

Choose the best category that describes you. Once you’re finished, click “Done.”

After, go back to your profile. Here’s what it will look like:

As you can see, you can immediately access Insights with a Professional account. If you’re a freelancer or content creator, you can stay as is, or you can take the extra step of switching to a Business account.

6. Optional: Switch to a Business account.

If you’re a business, organization, or brand, you’ll want to take the additional step of turning your Professional account into a Business account. A Professional account gives you full access to Insights, but is designed for independent digital creators. A Business account is more apt for companies.

Note that turning your account into a Professional account always comes before switching to a Business account.

To turn your account into a Business account, click the hamburger menu in the top right corner of your profile. Click “Settings,” then “Account.” At the bottom, click “Switch Account Type.”

Then click “Switch to Business Account.”

Done! You’re now a Business account with access to Insights.

7. Optional: Connect your Facebook page.

Lastly, if you have a Facebook Business page, it’s important to connect it to your Instagram Business or Professional account. To do so, go to your profile and click the “Edit Profile” button.

Under “Profile Information,” click “Connect Facebook page.” Follow the prompts to connect your Page or create a new one.

Be sure to already have a Facebook account prior to connecting your page. Click here for instructions for setting up your Facebook Page if you don't already have one.

Once you’ve set up your Professional or Business Account, you can begin to use Instagram Insights.

Before we get into specific instructions for using it, however, here are the analytics on this channel that marketers need to know and understand — and how to use them.

Instagram Insights Explained

Let’s look at Instagram Insights from a bird’s eye view and zoom in piece-by-piece.

Insights Overview

Insights Overview is the “home page” of Instagram Insights. Here, you’ll see how you’ve fared overall.

You get several pieces of information on this page:

Date Range: This represents the days and weeks of data on the screen. You can change the amount of time by clicking “Last 7 days” on the top left-hand corner.

Information: If you’re ever lost or don’t know what something means, you can click on the “i” button on the top right-hand corner and get definitions for the terms on the screen.

Accounts Reached: Accounts Reached refers to the number of unique users who have seen your content — posts, stories, reels, videos, Live videos, and promoted ads — at least once.

Accounts Engaged: Accounts Engaged refers to the amount of users whom 1) you’ve reached and 2) interacted with your content in some way. Interactions can include likes, saves, comments, shares, and replies.

Total Followers: Total Followers refers to the number of people who follow you.

Content You Shared: This section gives you the overall number of posts, Stories, reels, videos, Live videos, and promotions that you’ve shared.

Now, let’s go into “Accounts Reached,” “Accounts Engaged,” and “Total Followers” in more detail.

Accounts Reached

In Accounts Reached, you’ll see more specific information about the users who have seen your content and interacted with your profile in some way or form.

Lets’ break down the different pieces of information you’ll find in this page.

Reached Audience: The reached audience section shows you how many unique users have come across your content. Your reached audience will be broken down by follower status, gender, age, countries, and cities. You can also see the amount of people you’ve reached via ads and promotions.
Content Reach: The content reach section allows you to see which types of posts have reached the greater amount of people. You’ll first see a graph with the number of people who’ve seen your posts, stories, reels, IGTV videos, and Live videos. Underneath, you’ll see your individual top-performing posts based on reach.

Impressions: Impressions refers to the number of times all of your posts have been viewed — including repeat views by the same users.
Profile Activity: Profile activity breaks down the actions users take after visiting your profile. You can see the number of website taps, business address taps, call button taps, email button taps, and text button taps. For these metrics to show up, however, you have to have set up those buttons.

Accounts Engaged

Accounts engaged refers to the number of users who interacted with your content beyond just watching it or scrolling past it. Let’s break down the sections on this page.

Engaged Audience: The engaged audience section shows you how many unique users have liked, commented, saved, shared, or replied to your content. Your engaged audience will be broken down by follower status, gender, age, countries, and cities.
Content Interactions: The content interactions section shows you the total number of times people have liked, commented, saved, shared, or replied to your content. It then breaks down this number on a per-post basis. You’ll also see your top-performing posts per category.

Total Followers

The total followers page of Instagram Insights allows you to see the total number of users who follow you. You can also see follows, unfollows, top locations, age ranges, and genders.

Under total followers and its demographic breakdown, you’ll then see one more section: most active times.

Most Active Times: The most active times section shows you the hours and days that your followers are most often on Instagram. This allows you to determine the best times to post so you can engage the greatest amount of followers.

How to See Post Insights on Instagram

To see post insights on Instagram, navigate to your Instagram profile and click the button that says “Insights” right above your posts. Alternatively, click the hamburger menu on the top right-hand corner and tap Insights. There, you’ll be able to see Insights for all of your posts, reels, live videos, and more.

Next, let’s go over how you can see insights for individual posts on Instagram.

How to See Insights for an Individual Post

Navigate to your profile.
Navigate to the individual post you’d like to see insights for.
At the bottom of the post, there will be a banner. Tap View Insights.
You can now see how many likes, comments, shares, and saves your post received.

How to See Insights for a Reel

Navigate to your profile.
Navigate to the individual reel you’d like to see insights for.
At the bottom of the reel, there will be a banner. Tap View Insights.
You can now see how many plays, likes, comments, shares, and saves your reel received.

How to See Insights for a Story

If your Story is currently live on your profile:

Navigate to your profile.
Click on your profile picture.
Scroll up on the story.
You’ll immediately access insights for that Story, including replies, exits, link clicks, forwards, and more.

If your Story has already expired or more than 24 hours have passed:

Navigate to your profile.
Tap the Insights action button at the top of your post grid.
Under Content You Shared, tap the row of Stories you’ve shared in the past.
Swipe up on the individual story you’d like to see insights for.

How to See Insights for a Live Video

If you’ve just finished your Live video:

Tap View Insights immediately after finishing your video.
You’ll now be able to see the number of viewers, likes, drop-offs, comments, and other interactions.

If you broadcasted your Live video in the past:

Navigate to your profile.
Tap the Insights action button at the top of your post grid.
Under Content You Shared, tap the row of Live videos you’ve shared in the past.
Click on the old Live video you’d like to see insights for.

How to See Insights for a Video

Navigate to your profile.
Click the Play triangle button (▶) right above your post grid.
Tap the video you’d like to see insights for.
Tap the horizontal (⋯) or vertical (⋮) three dots on the corner of the video.
Tap View Insights in the pop-up menu.

Next, we'll get into how to use Instagram Insights in your day-to-day.

How to Use Instagram Insights

Instagram Insights is a fantastic tool, but it can be hard to know what to do once you gain access. Here are some of the most useful ways you can use Insights as you grow your Instagram profile.

1. Measure reach.

Click the Accounts Reached section. As mentioned, reach reflects the number of unique users that have seen any of your Instagram posts.

Within this category, you'll see insights for:

Top Posts: The posts that generated the most reach.
Top Stories: The Instagram Stories posts that generated the most reach.
Top IGTV Videos: The IGTV videos that generated the most reach.
Impressions: How many times your posts were seen.
Profile Activity: Profile visits, website taps, and other activity.

Some of these insights can be expanded for more insights.

2. Track profile visits and followers.

On the Accounts Reached page under Account Activity, you'll be able to see Profile Visits.

Profile Visits reflects the number of times your profile has been viewed.

Find out how many of your profile visitors are turning into followers by dividing your number followers by the number of visitors. Track this number over time to find out whether your “conversion rate” is increasing or decreasing.

3. Determine website clicks.

Website Taps can also be found under Accounts Reached > Profile Activity. This insight reflects the number of times any links you've included in your business profile have been clicked.

5. Track content interactions.

Navigate back to Insights Overview and tap Accounts Engaged. This will bring up a page that shows how your content is performing in terms of engagement, breaking down the metrics by content type.

Likes speaks for itself, reflecting the number of users who liked your post. As with likes, Comments reflects the number of comments left on your post. Saves highlights the number of unique users or accounts who saved your post. If any of these numbers are low, it’s important to reevaluate your Instagram strategy.

6. Track your followers.

Navigate back to Insights Overview and click Total Followers. You'll then reach the Follower Breakdown page.

This page reflects how many followers you've gained or lost over the past week, as well as the average times of day when your followers are using Instagram — data that can be highly beneficial when planning posts.

7. Learn which actions were taken on your post.

To view insights for a specific Instagram post, start by visiting your profile. Tap on the post you'd like to look into, then click View Insights below the image

Under the “Profile Activity” section, you’ll find out the number of actions that users took on your profile as a result of seeing your post — things like visiting your profile, then taking an action like clicking on your website link or following you.

8. Use "Reach" to see where your post showed up in feeds.

Previously named “Discovery,” Reach indicates where your post was seen — or discovered — the most, including how many accounts weren't already following you when they first saw the post.

This section includes metrics on Impressions, which reflect the number of times your post was discovered from a particular place within Instagram, like the user's home feed, a search, your profile, a location tag, or a hashtag.

Reach insights also include data on a post's reach — which reflects the number of unique accounts that saw your post.

9. View Story insights.

Instagram users with a business profile are able to view insights into their ephemeral Stories.

To view your Story insights, navigate back to Insights and scroll down to Content You Shared section on the Insights Overview page.

Scroll down to the Stories section, and you'll be able to see insights for older stories, as well as any that have not yet expired.

Next, we'll get into the more specific insights you can explore.

Impressions

This insight represents how many times your Story was seen.

When viewing these insights, keep in mind that you're able to add multiple images or videos to your Story. When you do this, every piece of visual content in your Story is counted as a single photo or video in your post.

Let's say you add six photos to your Story. Whether someone only views one or views all six, Instagram only counts your entire Story having received one impression.

The same goes for Story content that has been viewed by a single user more than once. Instagram still only counts that interaction as the entire Story having received one impression.

Reach

This insight reflects the number of unique users that have seen your Story.

Taps Forward

This insight reflects the number of times a user taps your Story photo or video to skip to the next piece of media.

Taps Back

This insight reflects the number of times a user taps your Story photo or video to go back to the previous piece of media.

Replies

This insight reflects the number of times users send messages through the Send Message text box on your Story.

Swipe Aways

This insight reflects the number of times users swipe to skip to the next account’s Story — not to be mistaken for "tap forward," which reflects users skipping ahead to your next piece of Story media.

Exits

This insight reflects the number of times a user leaves the Stories section entirely to return to the home feed.

Measuring Your Effectiveness With Instagram Insights

Now that you know how to access data to inform your strategy with Instagram Insights, you can analyze that data and determine what's working for your audience (and what's not). From there, creating content that gets a ton of engagement will be a lot easier as you consider those benchmarks.

Editor's Note: This post was originally published in January 2018 but has been updated for comprehensiveness.

Topics: Instagram Marketing

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Instagram Analytics Explained (Plus 5 Tools for 2023)

What are Instagram analytics?

15 key Instagram analytics metrics

How to see Instagram analytics

5 Instagram analytics tools for 2023

Free Instagram analytics report template

FAQs about Instagram analytics

Instagram analytics are the foundation of any strong Instagram marketing strategy. All good marketing decisions stem from good data — and there’s plenty of data available to tell you what’s working on Instagram and what’s not, plus inspire some ideas for new strategies you might want to try.

Instagram has 1.39 billion users who spend an average of 11.7 hours using the app per month. Nearly two-thirds (62.3%) of them use the app to follow or research brands and products. But there’s an awful lot of content competing for their attention during that time.

So where do you find the Instagram analytics data you need to refine your strategy? And what does it all mean? We break it all down in this post.

Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.

What are Instagram analytics?

Instagram analytics are the tools that allow you to see key metrics and data related to your Instagram performance. This data can range from the very basic (like how many people saw or liked an individual post) to the very specific (like what time your account’s followers are most likely to be online).

Tracking the data you can access through Instagram analytics is the only way to build an effective Instagram strategy. If you’re not tracking data, you’re just guessing about what works.

You might luck out and have some success just based on your intuition — but without the numbers to back your work, you’ll never be able to test, refine or grow. Without data, you can also never show the value of your work to your boss, team, client, or other stakeholders.

15 key Instagram analytics metrics

Instagram analytics can provide a ton of data. So where do you start? Here are our picks for the 15 most important metrics to track with Instagram analytics tools in 2023.

Instagram account metrics to track

Engagement rate: Number of engagements as a percentage of followers or reach. This is a baseline for evaluating how well your content is resonating with your audience and inspiring action.
Follower growth rate: How quickly you’re gaining or losing followers. No other Instagram metric has a bigger impact on organic reach. For reference, the average monthly follower growth rate is 0.98%.
Website referral traffic: How many visitors Instagram drives to your website. This is key if you want to increase your Instagram ROI and tie your Instagram efforts to off-platform goals.
Most effective times to post: Which posting times gain the most response?
Audience demographics: This isn’t a metric exactly but a group of important data points that can help you understand what types of content are likely to be most effective.

Instagram feed post metrics to track

Post engagement rate: Number of engagements as a percentage of followers or reach. You can calculate this manually, but good Instagram analytics tools will do the ath for you.
Post comment rate: Number of comments as a percentage of followers or reach. If your goals involve building loyalty, or nurturing relationships, count comments separately from overall engagements and work to lift that number specifically.
Impressions: Total number of times your post was served to users.This can indicate how well you’re promoting your account and content.
Reach: How many people saw your post. The more engaging your content is, the more people will see it – thanks to the Instagram algorithm.

Instagram Stories metrics to track

Story engagement rate: Number of engagements as a percentage of followers or reach.
Completion rate: How many people watch your Story all the way through. People watching your complete Story indicates your content is connecting with your fans.

Instagram Reels metrics to track

Reel shares: How many users shared your Reel.
Reel interactions: Total likes, comments, shares, and saves.
Drop-off rate: How many people stop watching before the end.
Views vs. TikTok: How many people watch a reel compared to an equivalent TikTok?

For more details on all the Instagram metrics, you should track depending on your goals for the platform – as well as how to track and calculate them – check out our full blog post specifically on Instagram metrics.

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How to see Instagram analytics

Now that you know what to track, here’s how to see Instagram analytics data on your phone or on your computer.

On mobile (using Instagram Insights)

If you’re looking for quick info on the go, Instagram Insights offers basic Instagram analytics free within the Instagram app. There’s no way to export the data into a report, but it gives you a good basic overview of your Instagram results.

Open the Instagram app, go to your profile, and tap Professional dashboard.
Next to Account insights, tap See all.
View your content overview, including accounts reached, engagements, total followers and content shared. In the top menu, you can choose a timeframe to view.
To dive deeper into any of these metrics, tap the right arrow next to the relevant category.

On desktop

Navigating through analytics on your phone is great for quick, on-the-go tracking of your Instagram metrics, but it’s not the greatest when you’re trying to analyze your data and growth over time, compare results to your work on other social platforms, or create a social media report. Here’s how to access your Instagram analytics on desktop.

Using Instagram

The main Instagram Insights tool isn’t available on desktop, but you can get some basic individual post analytics on the web directly from your Instagram feed.

Click View insights under a post in your feed to bring up a pop-up screen showing the total likes, comments, saves, direct message shares, profile visits, and reach.

For more Instagram analytics on the web, you’ll need to switch to other tools.

Using Meta Business Suite

To access a true native analytics solution on desktop, you’ll need to switch to Meta’s Business Suite.

Open Meta Business Suite and click on Insights. On the overview screen, you’ll see top-level insights for Facebook on the left of the screen and Instagram on the right.
Click on any of the categories in the left menu to get more details of your Instagram and Facebook metrics.
To look specifically at Instagram content metrics with no Facebook data to distract you, click on Content in the left menu under the Content heading. Then, open the Ads, Posts, and Stories drop-down menu and uncheck the Facebook options.

Using Hootsuite

1. Go to your Hootsuite dashboard and click the Analytics icon in the sidebar.

Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.

Get the free template now!

2. Select your Instagram Overview (if you haven’t already, follow these steps to connect your account). On this screen, you’ll see a full picture of all your Instagram analytics, from engagement rate (with no calculation required) to audience demographics to the sentiment of your inbound messages.

3. Use the buttons in the top navigation bar to share data with your colleagues or export the metrics and charts into a custom report in PDF, PowerPoint, Excel, or .csv.

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5 Instagram analytics tools for 2023

Analytics for Instagram go well beyond the data provided within the native Instagram analytics app. Here are our top picks for more robust Instagram analytics tools that provide the details and flexibility required for professional Instagram analysis.

1. Hootsuite

The social media analytics built into Hootsuite’s professional plan allow you to see an overview of your Instagram metrics right in your social streams, so you always have an at-a-glance view of your most important results.

Think of it as your daily quick hit of top-level data and a chance to spot any unusual spikes in activity every time you look at your dashboard.

When you want to dig in deeper, you can view all your Instagram metrics on one screen in the Instagram overview report, or drill down into specific metrics and customizable reports that you can tailor to our own needs. Then, download and share to different stakeholders within your organization with just a couple of clicks.

For example, you can use the Best Times to Publish analytics feature to see when your audience is online and get custom recommendations on when to post based on your specific goal: reach, awareness, or engagement.

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Hootsuite allows you to track Instagram analytics in much deeper detail than the native Instagram Insights. For example:

Track and analyze data from the distant past: Meta Business Insights only allows you to view data going back three years, so you can’t track the long-time progress of your Instagram account.
Compare metrics from specific time periods to get a historical perspective: Most analytics provide comparisons from short time frames like a week or a month. In Hootsuite, you can compare any time periods you choose to get a sense of progress on your own timeline.
See the best posting time: These tailored recommendations are based on an analysis of your past engagement, reach, and click-through data.
Generate custom reports in multiple formats that you can download or share with just a couple of clicks: You can also schedule reports to come to your inbox (and those of your teammates) on a set schedule, so you never forget or have to manually seek data.
See the sentiment (positive or negative) of comments on your Instagram posts: Engagement numbers only tell you that people are talking – sentiment analysis tells you whether their comments are generally good or bad.
Compare Instagram Reels and TikToks side by side so you can tell where to focus your efforts: Here’s a relevant stat to consider. Just over half (52.2%) of Instagram users also use TikTok. But 81% of TikTok users also use Instagram. You may or may not be reaching the same audience on both platforms, but only a side-by-side comparison can tell you which results in more engagement.

2. Keyhole

Keyhole specializes in Instagram hashtag analytics and keyword tracking, along with all the usual Instagram metrics.

It can be used to measure how branded hashtags perform, and track promotions, user-generated content and Instagram contests in real-time. It’s also a useful tool to track Instagram analytics when you work with influencers.

3. Minter.io

Minter.io is an analytics solution that provides detailed insights for Instagram on desktop and mobile. It tracks audience changes daily and content details hourly.

An interesting feature is the ability to benchmark your basic Instagram metrics against a cohort of relevant accounts. You’ll also be able to track top followers, and even which filters help your content get the best results.

4. Squarelovin

Squarelovin’s Instagram analytics tool allows you to track specific KPIs so you understand how your Instagram efforts are paying off and what kind of content is working best.

5. Panoramiq Insights

This simple but effective Instagram analytics tool allows you to track and report on follower and activity analytics, along with detailed reporting on your Instagram posts and stories. You can export your reports to PDF or .csv.

Free Instagram analytics report template

Instagram analytics data is most useful when it’s compiled into a report that allows you to compare results and spot trends. We’ve created a free Instagram analytics report template you can use to fill in your data and share your findings.

If you’d rather get your Instagram analytics reports automatically, check out the Instagram analytics built into Hootsuite. There are three Instagram analytics report templates built into Hootsuite’s analytics that allow you to automatically report on engagement, your audience, or post performance.

Bonus: Get a free social media analytics report template that shows you the most important metrics to track for each network.

FAQs about Instagram analytics

Just in case you still have questions about how to use analytics for Instagram, here are some important basics.

How do I get analytics on Instagram in 2023?

To access Instagram analytics, you need a Business or Creator account. If you’re still using a personal account, check out our step-by-step instructions to switch over to an Instagram Business account now.

Is there a free Instagram analyzer?

Instagram Insights is Instagram’s free native analytics solution. This native analytics tool within the Instagram app provides insights into your account performance, including reach, engagement, followers, and Instagram ads. However, as noted above, it does have some limitations that mean it may not be the best tool for serious social marketers.

What’s the difference between Instagram analytics and Instagram metrics?

Metrics are individual data points, like how many people liked a specific post, or the number of followers you have. Analytics are, like the name says, based on analysis. So, instead of a simple tally, analytics are all about tracking and measuring results over time.

What are Instagram analytics tools?

Data is hard to manage without context. Instagram analytics apps and tools are designed to help you track, understand, and make use of Instagram metrics and results.

Why bother with analytics for Instagram?

If you want to just throw content at a wall and see what sticks, by all means – go right ahead. But if you want to understand who your audience is and what kind of content resonates with them, you’ll need Instagram analytics.

Save time managing your Instagram presence with Hootsuite: Schedule posts, Reels, and Stories ahead of time, and monitor your efforts using our comprehensive suite of social media analytics tools. Try it free today.

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How to view Instagram statistics 2022

Instagram account statistics could only be viewed using third-party services and programs, but now it can be done in your own account and even from a computer to Facebook in Creator Studio. Where is this statistics and how to do it on Android and iPhone?

Instagram statistics for the account as a whole, individual publications and Stories can be viewed for free, but first you need to create a business account or an author account.

👉 How to make a business account on Instagram

How to make statistics on Instagram account

You will get statistics of the photo and the whole account after switching to a business profile or author account . You can do this for free. Previously, it was necessary to link the Facebook page. But now this can not be done.

But in order to run ads directly in the application, Facebook still has to be linked. To do this, you need to remember your e-mail and password from your Facebook account, as well as create a public page for your business account.

How to view Instagram account statistics

After transferring to a business account or an author account, you will see the inscription “View professional panel” and the “Statistics” button at the top.

If you immediately click the button, then you will immediately go to the Statistics of your Instagram profile.

If you click "View professional panel" - then you can see all the tools for working with a business account / author account. Including there will be a line "all statistics".

The third way to view Instagram statistics - in your account, click the three bars on the top right and select "Statistics"

Instagram account statistics can only be viewed from the current moment. Everything that happened before, no one will ever know =) Therefore, you will see some intelligible statistics for the entire account within a week, and only new posts will have photo and video statistics.

What do statistics mean and how to use them for promotion on Instagram?

Statistics are needed not only to track the progress of an account, but also for potential advertisers who ask for the Reach and Engagement of an account before buying an ad. What does Instagram stats mean?

On the main screen, you can select the period from the top - statistics for the last 7 days or 30 days.

Accounts Reached - is the total number of people who saw your posts, Stories and IGTV) in a week, plus a comparison with last week. It differs from Impressions in that here each person (account) is counted only once, even if he watched your posts several times. Therefore, Reach will always be less than Impressions.

👉 Instagram reach: what is it and how to increase it?

Click on Covered accounts and more detailed statistics will open.

Subscribers and everyone else (by reach) - how many of the audience covered were subscribed to you, and how many were not.

Content type - which content received the most coverage (also broken down by subscribers and unsubscribers)

Here you can also see which posts were the most popular in terms of reach. And if you press the triangle bracket 9 on the right0013 > , then you can filter statistics on Instagram by other indicators (comments, likes, subscriptions, etc.).

Impressions is the total number of content views. One person could watch several times, different content. Therefore, impressions are always more reach.

Actions in the profile are visits to your Instagram account plus clicks on the buttons in the account header (email, store, phone, etc. ).

YOUR AUDIENCE

Return to the first Instagram Insights screen. In the Your Audience section, click the triangle bracket on the right > . Statistics on subscriptions and unsubscribes on Instagram will open.

Increase - on this graph you will see the number of subscribers, unsubscribers and total (subscriptions minus unsubscribes).

Below are statistics by location, age and gender.

Peak periods - time (days and hours) when followers were most often on Instagram.

CONTENT YOU POSTED

Go back to the first Instagram Statistics screen. In the "Content you've posted" section, you'll see the number of posts/Stories/IGTV/Promotions in the last 7 or 30 days (depending on the filter on the top left). For each type of content, you can filter by all engagement indicators (impressions/reach/likes (likes)/comments/saves).

This will help you better understand the results of advertising from bloggers or giveaways. But this is only available for profiles with more than 10,000 subscribers. You can wind them up and go to the author’s account in this way, especially if you don’t have enough 1000 subscribers and can’t wait to get new statistics right now. This will not hit the account engagement much. But ideally, of course, you need to grow organically, with the help of advertising from bloggers and targeting.

How to view post statistics on Instagram

To find out the statistics of views (and not only) of each publication - photo or video on Instagram, you need to open the desired post and click "Statistics".

The top line of statistics is the number of likes, comments (👉 Comments on Instagram: how to talk subscribers), transfers to Direct and saves.

Saves - how many times the "save" button was pressed.

Visits to profile - how many times they went to the account from this photo.

Reach - how many people viewed the photo. On average, there should be 30-60% of subscribers. Less - a lot of bots that do not look at posts. More — if you ran an ad, got featured, the post turned out to be very popular, shared, etc. The larger your account, the smaller the reach in % of subscribers. Old followers abandon accounts or lose interest. This is fine. The highest coverage (in % of subscribers) is for accounts with up to 1000 subscribers. To increase your reach, be sure to post regularly, with a content plan. Also, according to the coverage statistics on Instagram, you can understand whether you published a post at the right time or not.

If you swipe up on these statistics on Instagram, you can find out even more interesting things about the statistics of the post.

Profile visits - how many people went to your account after seeing this post

Reach - how many people saw your post.

Impressions - how many times your post was viewed. One person can view multiple times, so impressions are always more than reach.

From main page - how many people saw the post in the feed

From "Interesting" - views from the recommended tab, with a magnifying glass. The more, the more likely that the post has become "viral" (it is sent to friends, it appeared in the recommended). Also, a large percentage happens if you promoted a post.

From profile — how many people saw the post by logging into your account

From hashtags — how many came from hashtags

From “other” - all other sources

Instagram Stories statistics

In a personal account, you can only see the total number and accounts of those who saw your Stories. To do this, swipe up from the bottom of any Story on Instagram.

After switching to a business or author account, you will have detailed statistics for each Instagram Stories. What does each statistic mean?

INTERACTIONS

Total statistics on the number of reactions to your Stories:

Replies — how many people answered you in Direct on this Story

Clicks on the link — how many times after this Story they went to your account and clicked on the link in the description.

Visits to profile - how many times after this Story they went to your account.

REACH STATISTICS

Here you will see statistics on how many people see your Stories and how they find them:

Accounts covered by this Story (Reach) - total number of people who saw this Story

Impressions - how many times this Story was viewed .

Subscriptions — how many subscriptions after this Story.

Navigation = back + scroll forward + jumps to next Story + exits0003

Forward - Number of taps forward to view your next Story

Next Story - Number of scrolls to the next account's Stories. Here you can understand whether was interesting or not was History , whether a person wanted to watch your content further or moved to the next account.

Exits — number of exits from the Stories view mode. Again, you can see the statistics of how the Story was able to keep the attention of subscribers.

How to use Instagram account statistics?

Do not draw conclusions after the first week, how to connect free statistics on Instagram. Check how it will change for at least a month. Compare weekdays, weekends and holidays, good/bad weather outside.

Don't be in a hurry to "give it all away" if your coverage dropped in late spring and summer. Previously, no one had such statistics, and people who do not know the general trends in social networks and the Internet are afraid of fluctuations in statistics in their Instagram account. In the fall and after the New Year holidays, there is always an increase, and in the spring and summer there is an outflow. Of course, this does not apply to "seasonal" businesses (spring-summer travel agencies have growth, for example).

Even though many of us have a smartphone as an extension of our hand, we still scroll through Instagram less when we are on vacation, it’s summer outside, etc. Therefore, do not rush to arrange another giveaway or pour extra money on advertising if your coverage decline is seasonal. But do not abandon your account, if necessary, make pending posts for the holidays. Then even if you yourself are resting, you will still flicker in the feed of subscribers.

You will have the most reliable statistics a year after you make it. Therefore, it is best if you monitor your indicators on Instagram and write them down separately, noting what you did - cheating, advertising with bloggers, advertising (targeting), other promotion methods.

How to see Instagram statistics and what it means

How did followers come across your account? What posts do they most often save, which ones do they forward to friends, after which ones do they most often decide to call or write? What cities do they live in? How old are they? What days of the week and what time of day are they most active on Instagram?

Statistics Instagram allows you to find out this most valuable information and, thanks to it, work more accurately with your audience and increase sales.

First of all, statistics must be activated

To access statistics, you need to switch your account to a business profile. Click on the menu (horizontal bars) in the upper right corner, select from the list "Settings" , then "Account" and "Switch to a professional account" .

More on this: "How to create a business account on Instagram."

Statistics will be collected from the moment you switched.

Post statistics

Now under each post we have a sentence "View statistics" . By clicking on it, we see several numbers.

We had information about the number of likes and comments before. But now we also have "airplane" - the number below it shows how many times your publication was sent to direct to other people. And also "flag" - it signals how many times your post has been saved.

"Profile visits - 9» . What do these words and numbers mean? The fact that 9 people who viewed the publication wanted to go to your profile.

Is it good or bad?

It may be different. This could mean that your subscriber thought:

“Wow, what a great post. I really wanted to buy from them. I’ll go see what kind of company this is, maybe I’ll ask them a couple of questions about the product.”

Or vice versa:

“Who wrote such nonsense? When did I manage to subscribe to this? What for? I’ll go look at their profile, maybe I’ll remember why I signed up, if this is not something promising in the future, I’ll unsubscribe as soon as possible.

What is reach on Instagram?

It shows how many people actually saw your post. For some, this figure may be shocking. Did you think that you have 10 thousand subscribers, and statistics show that each of your posts is seen by no more than 1 thousand people? Yes, it happens, and very often. Coverage from 30% to 60% is a good indicator for commercial accounts, 10% -15% is very common.

By swiping up on (i.e. tapping the stats with your finger and swiping up the screen), we see more stats.

What does it mean, for example, if you see such data in the "Interesting" section?

"Subscriptions - 2". This entry indicates that two people who saw your post decided to follow your account. That is, they were not subscribers before. How do you know how they came across your post? The answer may be further.

"Scope - 1026" . The post was seen by 1026 people, we have already talked about this. Curiously, more than half of these people (52%) were not our subscribers. How did they see our post? We will also look for the answer to this question in the following data.

Impressions - 1597 . This entry means that the post was shown 1597 times. And Reach showed that our post was seen by 1,021 people – a lot less. How can this be? Very simple. The number of impressions is almost always greater than the reach, which means that part of the subscribers saw your post two or more times.

"From the Main - 770" . That is, 770 people saw your post just in their feed. These are your followers.

"From hashtags - 582" . 582 people came across this post thanks to hashtags. Here is a possible answer to the question of how 52% of people who were not our subscribers found our post, and where these two new subscribers came from. All of them came to you by hashtag, and two of them became interested in the account and stayed. Unfortunately, this cannot be said for sure, we can only guess by comparing the data on hashtags, subscriptions and the number of people reached who were not subscribed to you before.

"From profile - 7" . These seven first came to the main page of your account, and from there they already went to the post. In what cases does this happen? For example, another Instagram account linked to you, people came to your main page, and from there they went to the post. Either the link to Instagram was on your website, or customers saw the name of your account in the office. There may be many options. The main thing is that people first went to the profile, and then they came to this particular publication.

"From Another - 240" . This line tells you the number of people who came to your post from other sources. For example, someone sent them a link to this post in Direct or shared it in another way (in an email, via messengers, on a website), or your post was saved, and then they looked at it again, and this re-view was counted in the line " From the Other."

This way we can see the statistics of any post that was published after switching to a business profile.

We also have the opportunity to find out the statistics of the account as a whole.

Account statistics

To see the account statistics, we again need to go to the menu (horizontal bars in the upper right corner) and click on the line "Statistics" .

Here we see tabs "Content" , "Actions" and "Audience" .

Content tab

In this tab, by default, we are shown our posts and stories sorted by reach. First, the most popular - that is, those who received the largest coverage, and then in descending order.

We are also told how many posts and stories we had in total in the last week (45) and how this compares to the previous week (5 more).

We can sort both posts and stories by different parameters and for different periods. By clicking on the button " All ", we get the opportunity to select posts with the most likes - for this we need to select the line with the word "Like marks" . Or the one with the most comments. Or separate those posts, after viewing which readers started calling you - for this you need to select "Calls" . Or the ones that reposted the most.

You can also see the most successful posts by the sum of all these indicators - likes, comments, calls. To do this, select the first line - "Involvement" .

We can also make a selection for different periods - a maximum of 2 years, a minimum of 7 days. And see separately the comparative indicators of photo posts, video posts, carousels.

The same with stories. We can sort them by ostentatious indicators - "reach", "clicks to the site", "calls" and others, and also make a selection for different periods, but the maximum possible period in the case of stories is 14 days.

Action tab

In this tab, you can see how reach, impressions, and other important indicators have varied over the past week - the number of visits to the profile, clicks on the site, clicks on the "Getting Directed" button.

Explore

Explore shows our total reach and impressions for the last week.

We see that the coverage was 3854 people, and it is very much reduced compared to the previous week.

Total impressions - 17698 people, and also a noticeable decrease compared to the previous period.

Also on the graph, we can see which days the coverage was more or less.

And by pointing a finger at this graph, we see specific figures - one and a half thousand coverage on Monday and Wednesday, almost the same on Tuesday, on other days much less.

Interactions

In the "Interaction" block, you can see how many visits to the profile, clicks on the site from the profile, clicks on the button "How to get there".

We are also shown a graph of the distribution of this activity during the week. We see that the most actions were on Wednesday - 57 pieces.

To see specific figures, touch this graph with your finger.

“Audience” tab

In this tab, we can see how the number of your subscribers has changed over the past week, in which cities and countries your subscribers live, how old they are, what time they are most active.

Growth

This tab gives us information about the number of subscribers. In particular, about how many people have unsubscribed from us, how many have subscribed, and what the result is an increase - it can be positive and negative, when after all the subscriptions-unsubscribes, the number of subscribers has decreased.

In our example, 12 unsubscribed, 16 subscribed, the end result is plus 4 subscribers this week.

Below we see a graph of the number of subscribers. We see a failure on Saturday. We can press our finger on this failure, and we will be shown more detailed information about it. We see that on Saturday, December 7, three people unsubscribed from us and no one signed up.

And if we want to find out what kind of publications led to such a result, we can click on the button "View publications" and we will see just posts and stories for December 7-8 and statistics on them. In this way, you can understand which publications readers do not like. Although in our case the numbers are too small to speak of conclusions. Rather, they are within the bounds of statistical error.

Top locations

Below we can see information about the cities in which our subscribers live.

As expected, the Moscow children's center, whose account we are considering, has the majority of subscribers from Moscow.

And by clicking on the button "Countries" , we will find out from which countries in what proportion we have subscribers. Also, most are expected from Russia, but there are also from Kazakhstan, the USA, Ukraine and even Brazil.

Age range

In the next section, we can see what age men and women are in our account.

We see that our subscribers are dominated by people aged 25 to 34 years, slightly less women and older men - from 35 to 44 years old.

Interestingly, our account is also followed by schoolchildren under the age of 17 and older people over 65. Where Instagram has gone!

Gender

Here we are shown that 71% of our subscribers are women, only 29% are men.

Followers

This section is called “Followers” for some reason, although it would be more correct to call it “Followers Activity”, because that is what it shows: at what time of the day and what days of the week your followers are most active on Instagram.