Instagram Insights: How to Use Them to Grow Your Business
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Instagram Insights: Which Information They Offer

Instagram Insights

Marketers are in a never-ending quest for understanding their audience. They want to know who their customers are, what they like, what they want to see from a brand, and many other things. That’s why data is so important to marketers, especially on social media where they gather a large following. Instagram is one of those social networks that provides real-time data through Instagram Insights.

Analytics can make or break your marketing campaigns. That is, if you don’t bother to analyze them, you won’t know how your brand is performing. But, if you check analytics, you’ll know how impactful your marketing efforts are and whether you should do something differently. Perhaps you need to target a different audience, try a new content format, or post at a particular time of day. Analytics will tell you all of this.

Instagram Insights are no exception. As this platform gathers one billion active users, tracking the performance of your posts and campaigns is a must. After all, 90% of accounts follow a business on Instagram.

Let’s find out how you can use Insights to evaluate your posts, Stories, Boomerangs, and other.

What Are Instagram Insights?

Instagram Insights is an analytics tool that offers detailed data about profiles and posts. This information helps marketers identify what their followers like and engage with the most. Brands can compare content, check how individual posts are performing, and measure the effect of their campaigns. It’s easier to improve any Instagram strategy when this sort of information is readily available.

Moreover, you need to run an Instagram business account to access Insights. Whenever you make a transition from a personal to business account, you’ll see analytics for every post you publish after you make the switch.

You can access the following data on your account:

  • Content Insights: This shows you insights regarding your posts, promotions, and stories.
  • Activity Insights: This section focuses on your profile and provides insights on Interactions (e.g. profile visits and website clicks) and Discovery (how many people see your content and where they find it).
  • Audience Insights: This section zeroes in on your followers and audience.

By carefully examining these analytics, you’ll target the right audience, get more views on Instagram Stories, and post engaging content!

Why Instagram Insights Matter

Analyzing Instagram Insights isn’t just about seeing which story, image, or video performed better on your account. Truly understanding how your content performs is essential to devising a strategy that works best for your brand. There isn’t a one-size-fits-all strategy in the marketing world. So, you need to try different things before deciding which one brings the best results for your business.

For instance, let’s say that you have an online ecommerce store. Your Instagram posts mainly feature photos and videos of products from your website. In this case, you should check how different product images or videos perform against each other. You might post photos on a dark background, some on a white background, and others in the city.

By examining data, including likes, comments, and saves, you’ll know which type of product shots perform best and you’ll post more of it. If your audience wants to see more product content, you can invest in product photoshoots and publish less lifestyle photos.

Regardless of the type of brand you’re running, diving into Instagram Insights allows you to understand your follower’s wants, boost your performance, improve your Instagram posts, and drive more traffic to your website.

Now that we know what Instagram Insights are and why they matter, let’s delve deeper into all the data this analytics tool gives you.

How to Use Instagram Insights

With more than 25 million Instagram business accounts and over 200 million users visiting one every day, it’s no wonder this platform is so popular among marketers. Instagram is like a mecca for advertisers looking to promote and grow their businesses. However, if you don’t know who visits your profile, how your content is received, and how engaging your posts are, being present on Instagram won’t matter one bit.

If you’re not checking Instagram Insights, you could be making a lot of mistakes, including:

  • Targeting the wrong audience.
  • Missing out on engaging with your followers in the comments section.
  • Posting too much or too little.
  • Ignoring mentions from other brands or influencers.
  • Posting during non-optimal hours of the day.

However, you can avoid these mistakes by using Instagram Insights more regularly. The information they provide allows you to get more value for your brand and increase brand awareness. So, open your Instagram app and learn how you can perform better on this platform. And we’ll guide you on how to use Instagram Insights below.

Open Insights

To view this feature and analyze data regarding your Instagram account, you need to visit your profile. From there, you need to click on the top right tab which will open various options, including Insights. Tap on a bar chart and analytics will appear. As you’ll see, there are some general pieces of information about your posts, how they’re engaging, how many followers you have, and more.

Check Reach and Impressions

Reach and impressions are the top metrics marketers like to track. The former counts the number of unique users that have seen a particular post on Instagram. On the other hand, the latter represents how many times your post appeared on users’ screens.

Determine the Number of Website Clicks

Sometimes you publish a post and ask your followers to click on a link in the bio to find out more. Instagram Insights will measure the number of times they’ve clicked on any links you include.

Track the Number of Profile Visits and Followers

The number of times Instagram users have visited your profile is also a useful information to have. And you can check how many followers you’ve gained or lost in the previous week as well. Instagram’s analytics tool also shows you when your followers are using the app. This is beneficial to know when you’re planning your next posts.

Check Likes, Comments, and Saves

Likes and comments show you the number of users who’ve liked or commented on a particular post. Saves, on the other hand, highlight the number of users who saved your post on this app.

Find Out Which Actions Were Taken

This feature sums up some of the important information you need to know in order to improve your Instagram strategy. You’ll learn which actions users took after seeing your post. Perhaps they’ve visited your profile, followed you, or clicked on a website link.

Analyze Instagram Stories

Around 500 million people use Instagram Stories regularly. That’s why you should focus on this feature as it might come up on the Explore page of some of these users. If it does, Insights will tell you how your Story content is performing.

Instagram Insights About Your Audience

The Audience tab is the last one appearing on Instagram Insights. This helps you get a better understanding of your followers, their location, and age. Knowing whether boomers, millennials, or Gen Z-ers follow you can help you create posts suitable for each demographic cohort.

The Audience tab consists of the following four sets of informations:

  • Gender
  • Age Range
  • Top Locations
  • Followers

Just by looking at it, it’s obvious that this tab reveals data about your followers that you need in order to develop and improve your Instagram marketing strategy. You can learn and understand who your followers are, and create posts aimed at them. Additionally, you can discover the time in which they are most active. This information is useful for scheduling posts to ensure they reach as many people as possible.


Instagram Insights is a free analytics tool that allows you to analyze your content from the comfort of the app. The data it collects enables you to learn more about your followers, their age and location, what content is engaging them, and how your posts are performing. Don’t disregard this information — use it to create the content your followers want to see.