How and where to find Instagram statistics
To acces the insights for Instagram your account has to be set to "Business" In case you have already done this you can jump to "Step 02". What follows are the step by step instructions:
Step 01 Set yout account to "Business"
👉 You will be able to choose which kind of business or creator you are and wether this information should be shown on your profile or not.
Step 02 Enter the "Insights" of your account
The following information is from HQ Hopper
Under the Activity tab, you’ll find two sets of Instagram insights: Interactions and Discovery.
Interactions In this subsection, you can see the total number of actions taken on your account in the past week, followed by a list of other metrics
Profile Visits – The amount of users that have visited your Instagram profile Website Clicks – The number of users who have clicked on the website link in your bio Email – The number of times users have tapped on Email on your profile Call – The number of times users have tapped on Call on your profile
👉 Using the graph you can see which day of the week has the most interactions, as well as a comparison of the interactions from last week. It should be noted that this section of Instagram Insights is limited to the past 7 days.
Discoverability The next subsection displays the overall performance and influence of your Instagram account using two key metrics: Reach & Impressions
Reach – The number of unique accounts that have seen any of your posts Impressions – The total number of times that all your posts have been seen
This week-by-week information is highly valuable, as you can compare your reach depending on certain campaigns or social activity. Tracking these metrics is important to know whether your efforts to promote your Instagram account are successful, and should be a key part of any social media strategy.
Under the Content tab you will find Instagram insights relating to individual posts on your profile. This includes photo and video content, Stories, and even any promotional paid posts you may have published. The Content tab is split into: Feed, Stories & Promotions
Feed Here you’ll find all the important Instagram insights of the content on your feed from the past 2 years! You can sort your insights by content type, metric and time period. These are the Instagram insights you can filter by and what they mean:
Calls – The number of unique accounts that followed the CTA to Call Comments – The number of comments on your post Emails – The number of unique accounts that followed the CTA to Email Engagement – The number of unique accounts that Liked, Commented or Saved your post Follows – The number of accounts that started following you because of your post Get Directions – The number of users who tapped Get Directions because of your post Impressions – The total number of times your post has been seen Likes – The total number of likes on your post Profile Visits – The number of times your profile was viewed Reach – The number of unique accounts that have seen your posts Saved – The number of unique accounts that saved your post Website Clicks – The number of times your website was clicked because of your post
👉 You can filter and order all your posts based on these Instagram insights to see which posts performed the best and worst
You can also delve deeper into each post to get more information. Clicking on each post then tapping ‘View Insights’ will open the in-depth analytics.
Under this section of Instagram Insights, you can see the total interactions from each post, the breakdown of the engagement, and also most interestingly, the breakdown of the discovery of your post. This includes where all your impressions came from: be it hashtags, directly through your profile, home feed or other.
Stories is another subsection under the Content tab where you can view the Instagram insights of your Stories. These metrics shed light on how users view and interact with your Stories, which can help you shape and plan Story content for the future.
Impressions – The number of times your Instagram Story has been seen Reach – The number of unique accounts that viewed the post on your Instagram Story Exited – The number of times a user swiped away from a specific story Replies – The number of replies to a particular photo or video in your story Viewers – The specific users that have seen a particular post on your story Forward – The number of users that skipped this Story post Backwards – The number of users that went back from this Story post Next Story – The number of taps to the next account’s story
Using Instagram insights for Stories can derive conclusions on the type of content that works best. The Navigation section offers key performance indicators such as Forward, Back and Next Story you can gage your audience’s interest in your Stories.
For example, from a large proportion of Forward clicks you could derive the Story wasn’t captivating enough. Equally, Back clicks would indicate the previous Story was highly relevant to your audience as they re-watched it. Next Story could imply your Story went on too long or became repetitive/uninteresting. You can also learn which Stories help promote the most follower interaction with the Replies insights! These are really enlightening metrics, and can help you cater your Instagram Story marketing according to your audience preferences.
The final tab in Instagram Insights is Audience. This is where you’re able to get a better understanding of who your followers are and where they live, as well as see how your follower number has varied from the previous week.
Within the Audience tab of Instagram Insights, you’ll find 4 key sets of information about your followers:
Gender – The percentage split of your followers Age Range – The age brackets of your followers Top Locations – The locations of your followers based on City and Countries Followers – The most active times of your followers, by hour of the day and days of the week
