How to view audience on instagram

Ultimate Guide to Posts, Videos, Stories, Reels & more!

If you want to grow your Instagram account, taking a look at your Instagram analytics (also known as "Insights") is a great place to start.

Instagram analytics can help you target the right audience, improve your content strategy, and reach new audiences.

But learning all of the different Instagram metrics and terms, and how to use this data for growth, is no mean feat.

In our Ultimate Guide to Instagram Analytics, we’ll walk through what each metric means, and how you can use this knowledge to build a winning content strategy.

Why Instagram Analytics Matter

Instagram analytics are the best way to understand who your audience is, when they’re most active, and what type of content they engage with the most.

This level of insight is hugely important for creating a content strategy that drives results for your brand or business — without it, you’re essentially working in the dark.

However, finding the right metrics to track, as well as knowing how to interpret them, can be easier said than done.

Every brand or business has its own unique goals (from growing a follower count to increasing clicks and conversions) which means that the most important metrics differ on a case-by-case basis.

Once you’ve clarified your goals, you’ll be able to get so much more from your Instagram Analytics — as you’ll have clear objectives to monitor in your social media reporting.

Discover how to use Later's Instagram Analytics tools to fuel your growth in this quick video tutorial:

How to Access Instagram Insights

Instagram Insights (Instagram's in-app analytics) are only available to business or creator profiles, which is just one of the many reasons we recommend switching to an Instagram business or creator profile.

Once you have an Instagram business or creator profile, you can easily access your analytics through the Insights tab in the Instagram app.

Start by tapping on the menu icon in the top right corner of your profile, and then click on Insights tab, which will open the analytics for your business or creator profile. Alternately, you can tap the Insights button on your profile page.

Once you open your Insights, you’ll be able to find a ton of metrics and analytics for your posts, stories, and audience demographics.

NOTE: Instagram can only show you analytics for posts and stories that were published after you switched to a business or creator profile.

How to Access Analytics With Later’s Analytics Dashboard

Alongside Instagram’s native analytics, Later’s Instagram Analytics feature gives you a visual overview of how your posts and stories are performing – all in an easy-to-use dashboard.

You’ll find all of the must-have analytics from Instagram in a digestible format, as well as several extra data points — including your best time to post (available on Growth and Advanced plans).

You can track up to 12 months worth of Instagram feed posts and stories, so you can see which have performed best — and filter by all the key metrics, such as likes, reach, comments, and more.

Plus, Later’s Instagram Analytics have separate “Post Performance” and “Story Performance” dashboards — so you can see exactly how each channel is driving value for your brand.

Ready to start tracking your performance more efficiently? Sign up to Later and explore the Instagram Analytics dashboard today — now available for both Instagram business and creator accounts.

Part #1: How to Use Instagram Audience Analytics

Getting to grips with your audience analytics is a great way to understand who you’re talking to — so you can tailor your content strategy and posting times accordingly.

Open the Insights tab in Instagram, scroll down to “Your Audience,” and tap “See All.”

From here, you’ll be able to see an overview of your follower breakdown for up to 90 days including:

Follower Growth (Overall, Follows, and Unfollows)
Top Locations (Cities and Countries)
Age Range (All, Men, and Women)
Gender
Most Active Times (Hours and Days)

Key Metric: Follower Growth

Monitoring your follower growth over time, and comparing it with your content strategy, is a great way to understand what’s working for your account.

For example, if you notice a large uptick in followers after sharing an Instagram Reel, this is a valuable insight you can use to inform your future strategy.

TIP: If you’re looking to track your follower growth over a longer amount of time, Later’s Instagram Analytics track up to 12 months worth of data!

Key Metric: Top Locations

You can also use Instagram Insights to get a better understanding of your audience – so you can get a better idea of your unique best time to post.

You can discover where your audience is based, as well as when they are most active; both valuable indicators for optimizing your Instagram posting strategy.

Later analyzed over 35M feed posts (excluding Reels and IGTV) to find the best time to post (in local times) for several regions. This can be used as a great starting point when used in combination with your unique audience top location insights.

You can also use Later’s Best Time to Post feature to automatically calculate your top 7 posting times based on your previous activity — then, you can easily set up posts at these optimal times with our Instagram Scheduler.

Upgrade to one of Later’s Starter, Growth or Advanced plans today and start capitalizing on your best times to post.

Part #2: Instagram Feed Post Analytics

There are 2 different ways to access feed post analytics in Instagram.

The first is through the Insights tab. Scroll down to “Content You Shared” and tap the arrow alongside your recent posts.

From here, you can sort up to 2 years of feed posts based on a whole range of metrics:

Call Button Taps
Comments
Email Button Taps
Follows
Get Directions Taps
Impressions
Likes
Post Interactions
Profile Visits
Reach
Saves
Text Button Taps
Video Views
Website Taps

NOTE: You may see even more options if you have Instagram’s Shopping features enabled (more on this later).

This is a great way to gain a holistic view of the content that has performed best over a set period of time — which can help inform your strategy.

For a more detailed performance overview, tap “View Insights” beneath a published post. From here, you’ll be able to see all the main metrics, including:

Likes
Comments
Sends (Only available outside of Europe)
Saves
Interactions (Profile visits and Website clicks)
Discovery (Accounts reached and Follows)
Impressions (from hashtags, home, profile, and other)

Each metric provides valuable insight for your account. For example:

Likes, comments, and sends metrics are a great way to learn what posts encourage engagement from your community.
Saves often show what content resonates deeply with your audience, provides inspiration, or has lasting value.
Website clicks are a strong indicator that your followers were inspired to learn more about your product or service.
Impressions show how well your post is performing with the Instagram algorithm. For high performing posts, take note of where your impressions came from, the time and day of posting, and whether there’s any thematic content trends worth noting.

If you notice a lot of impressions in the “from hashtags” metric, this means you’re onto a winning formula with your hashtag strategy.

TIP: Get extra hashtag analytics with Later’s Detailed Hashtag Performance feature. Unlike Instagram’s native analytics, you can see the median number of likes, comments, impressions, saves, and reach per each individual hashtag you’ve used over the last 3 months.

NOTE: Later’s Detailed Hashtag Performance feature is available on Later’s Growth and Advanced plans.

Part #3: Instagram Stories Analytics

Much like with Instagram feed posts, you can discover Instagram Stories analytics through the Insights tab, or by swiping up on a live Instagram story.

On the Insights tab, scroll down to “Content You Shared” and tap the arrow alongside your recent stories.

From here, you can sort up to 90 days of stories based on the following metrics:

Back
Call Button Taps
Email Button Taps
Exited
Follows
Next Story
Get Directions Taps
Impressions
Link Clicks
Forward
Profile Visits
Reach
Text Buttons Taps
Website Taps

Reviewing your stories’ performance is a great way to understand what type of Instagram Stories work best for your brand.

For example, you may notice that posts with the highest impressions or reach all contain Instagram Stories stickers — a sign that this strategy resonates with your audience.

For a more detailed performance overview, swipe up on a live story and select the insights icon on the left-hand side of the screen.

Here, you can see:

Interactions (Profile visits)
Impressions
Follows
Navigation (Back, Forwards, Next story, and Exited)

Pay close attention to the Exited metric, as it can be indicative of where your audience lost interest in your content — and something to avoid in future.

TIP: Later’s Instagram Stories Analytics allow you can track and sort up to 12 months of detailed performance data in an easy-to-use dashboard.

Plus, Later automatically calculates your Instagram Stories’ completion rate, which is the percentage of viewers that watched all of your stories without exiting — a metric that isn’t available in the Instagram app.

Analyze your Instagram Stories data with Later’s Instagram Stories Analytics today — available on Later’s Growth and Advanced plans!

Part #4: Instagram Reels Analytics

Instagram Reels analytics are a fairly new addition to the Insights tab.

To access them, you can open the Instagram Insights menu, or open a specific Reel and tapping the three dot icon.

Metrics include Plays, Reel interactions, Reach, Likes, Comments, and Saves.

Source: Instagram

NOTE: Views of Reels shared to Instagram Stories are included in the overall view count.

Part #5: Video Analytics

Just like with Instagram feed posts, you can view the performance of up to 2 years’ worth of video through Instagram’s Insights tab.

To access this data, scroll down to “Content You Shared” and tap the arrow alongside the Video tab.

From here, you’ll be able to filter and rank your videos based on several performance metrics:

By assessing which videos kept your viewers hooked and engaged, you’ll get a good idea of what content you should continue to create. The more engaged your audience is, the more likely you are to carry favor with the Instagram algorithm.

To delve into the insights for an individual video, tap the three dots at the bottom of a published video and select “View Insights. ”

Part #6: Instagram Shopping Analytics

If you’re tagging products in your posts with Instagram Shopping, it’s a good idea to keep a close eye on which ones are driving the most value for your business.

For an overview of how your shoppable posts are performing, head to the Insights tab, scroll down to “Content You Shared,” and tap the arrow alongside your recent posts or stories.

From here, you should be able to sort your posts and stories by a few product-specific metrics, which will vary depending on whether your account has Instagram Checkout enabled or not.

To see how an individual post is performing, tap “View Insights” to see extra shopping-specific metrics in addition to all the others.

These two data points can be really insightful:

How? If a product post has a high number of page views but very few clicks, it’s likely that your product description, imagery, or price point isn’t compelling enough to convert into click-throughs or sales.

Part #7: Instagram Live Analytics

Instagram Live analytics are available through Instagram’s Insights tab.

Source: Instagram

Users can see the number of Accounts Reached, Peak Concurrent Viewers, Comments, and Shares.

Looking to level-up your Instagram Live strategy? Check out our Ultimate Guide to Instagram Live here.

Part #8: Instagram Guides Analytics

When it comes to Instagram Guides, there are almost no Instagram analytics available right now.

As Instagram Guides are a curation of existing posts, products, and locations — views are counted in the metrics for the original content, but not available for Guides specifically.

This is something that will probably change as Instagram Guides continue to evolve, especially given their potential for driving e-commerce on the platform.

Ready to get started with Instagram Guides? Find out everything you need to know here.

How to Track and Report on Instagram Analytics

As you can see, there are hundreds of Instagram metrics you can track and report on — but trying to tackle them all might not be the best use of your time.

Having a clear view of your brand goals, and the key Instagram metrics that will help achieve them, is often a more efficient approach.

Once you’ve clarified your goals, it’s worthwhile creating a social media report to track your progress in a visually powerful and digestible way.

We’ve created free social media reporting templates available in PDF or Google Slides (Powerpoint).

Just fill out the form below to create your own analytics report and start showcasing your results:

Tracking your Instagram analytics over time will give you a better idea of what type of content helps achieve your goals, so you can build on your success in the future.

You can also download all your key Instagram metrics in a CSV file straight from Later’s Instagram Analytics dashboard!

However you approach Instagram analytics, understanding how your content performs can be a game-changer for your content strategy.

Test out different objectives, play around with your tactics, tweak your content, and see what sticks. The results may surprise you — in a good way.

And if you’re not sure where to start, Later’s Instagram Analytics dashboard has all the basics covered — sign up to Later today to get started!

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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How to analyze account results with the Instagram Statistics tool

2 min.

Introduction

Statistics is a tool for companies to get information about subscribers and what content they are most interested in. With it, you can better understand your audience and get all the information you need to create effective content.

In this course you will learn:

where to find the Statistics tool and how to use it;
find out more about your followers, when they are online and how they interact with your photos and videos;
how to use this information to reach an audience and achieve company goals.

All the information you need at your fingertips

With Instagram Insights, you can grow your reach, get the results you want, and build a community of people who care about your company.

This tool breaks down the demographics and user behavior data into three sections: Actions , Content and Audience .

Acts

Content

Audience

Actions

Learn how people interact with your content

on the Section in the interaction of . Profile Visits : The number of times your business profile has been viewed.

Clicks to website : The number of clicks on the website link in your company account.

How to get there : number of clicks for information on how to get to your company.

Find out how many people have seen your content

On the Actions tab in the Where content is found section, you will find the following information:

Reach : the number of people who viewed your stories.
Impressions : Total views of your posts and stories.

How to use it:

Use the metrics from the "Interactions" and "Where content is found" sections to schedule your posts.

For example, if you reach more people on Tuesdays, your followers may be more active on that day. Post content related to your business on Tuesdays and you can increase the number of views and interactions with your company.

Content

Find out how your posts, stories and promotions are performing.

The Content tab shows the performance of your posts, stories and promotions. You can filter the data shown by metric types, dates, and content types.

How to use it:

The metrics on the Content tab will help you understand which post formats resonate with your followers the most.

For example, if you see that your Instagram stories are getting more impressions on certain days than regular or boosted posts, then you should post more stories to your business account on those days.

Audience

Find out which people are following your business profile

The Audience tab provides detailed information about your subscribers. You can find out their gender and age, as well as find out in which regions your content is most popular. You'll also find out what time of day your followers usually log on to Instagram and what days of the week they're most active.

Note. For demographic metrics (such as people's age and gender) to be available to you, your business Instagram account must have at least 100 followers.

How to use it:

Use audience metrics to create content that is relevant to your followers

For example, if the majority of your followers are between 25 and 34 years old, you'd better post content that is appropriate for that age category.

Where to view Instagram stats

The stats are available in your account and in the individual posts you create.

To access it, you must meet the following requirements:

You must have the Instagram app installed on your phone.
You must be signed in to your company account.

View Statistics in your company account

To do this, follow these steps:

Log in to your company account on Instagram.
Click the icon in the upper right corner to open the sidebar.
Select "Statistics" to get information about activities, content and audience.

How to view statistics for individual posts

To do this, follow these steps:

Log in to your company's Instagram account.
Touch an existing publication.
Click View Statistics.

What's next?

To learn more about the metrics available in Statistics, see this Facebook Help Center article.

You can get acquainted with the results of marketing research on the Facebook IQ portal.

Tips for making your business stand out on Instagram

How to promote your Instagram posts to attract customers

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How to view statistics on Instagram 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 stripes) 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

"Reach" is one of the most important characteristics, for which many entrepreneurs simply lay down the bones.

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" (i.e. tapping the stats with your finger and dragging it 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.

Coverage - 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 - to do this, 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.

Featured

Featured 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 chart, we can see on 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 numbers, 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, and 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 final 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.