How to Use Instagram Insights (in 9 Easy Steps)

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Data helps you understand your audience. It tells you how they do things, what they prefer, and who they are. You can definitely make business decisions based on gut sensation, but you’re much more likely to hit the mark when you can validate presumptions with cold, hard facts.

Information 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 an alternative audience, post in a certain time of day, or even experiment with a new content material format.

Social networking isn’t any different than other aspects of your advertising in the sense that it could be measured and increased. That’s why you’ll be able to produce a more effective Instagram technique using Instagram Insights.

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Here are the particular analytics on this channel that marketers need to find out and understand — and how to use them.

View Instagram Insights: Accounts Reached Page on Instagram

To use Instagram Insights, you have to first have a company profile. If you’re already using a personal account, you can switch to a business profile. Here’s the way to convert your account by answering a few simple questions.

1 . Build a Facebook Business User profile for the same persona in case you haven’t already.

An Instagram business profile will allow you to entry additional features and equipment to help you grow your viewers. However , in order to setup an Instagram Company Profile, you’ll need to have a Facebook Page for the business. It’s through Facebook that you include payment credentials and more. Click here for guidelines for setting up your own Facebook Page if you don’t already have one.

2 . Make sure your Instagram profile is community. Private profiles can not be used as business ones.

You wish to grow your audience and have your posts seen by Instagram users that are not familiar with your brand name. For this reason, your Instagram profile will need to be revealed before you convert this to an official Instagram Business Profile. Listed here are the steps:

Step One: Navigate for your profile and faucet the hamburger image in the top-right part.

Convert Instagram to Business Profile: Tap Hamburger Menu

Step Two: Tap the particular gearshift wheel image to access your Configurations.

Convert Instagram to Business Profile: Gearshift Wheel Icon for Settings

Step Three: Select “Privacy. ”

Convert Instagram to Business Profile: Privacy in Settings Menu

Step Four: Change the toggle next to “Private Account” upon.

Convert Instagram to Business Profile: Instagram Private Account Toggle

Your Instagram profile is now public.

3. Return to your Settings page plus tap “Account. ”

Return to your own Configurations web page by clicking the particular hamburger icon plus tapping the gearshift wheel icon. On the other hand, you can use the back key on your phone to obtain there.

Touch Account within the Settings menu.

Convert Instagram to Business Profile: Account in the Settings Menu

4. Select “Switch Account Type” and choose “Switch to Business Account. ”

Convert Instagram to Business Profile: Switch to Business Account By choosing Switch to Company Account , you aren’t effectively converting your Instagram Profile directly into an Instagram Company Profile.

5. Follow Instagram’s encourages to set up your business profile.

You will be requested to review and change information about your business including business category, contact info, and more. You’ll also end up being prompted to select the particular Facebook Page you wish to be associated with your user profile (from Step 1).

6. Faucet “Done. ”

Once your setup as a Business Account, you can begin to use Instagram Insights. Here’s how to get started.

1 . Open up the hamburger menu and click “Insights. ”

To view insights into your general Instagram account, begin by visiting your user profile. Then, at the top, click on the hamburger icon and select Insights from your menu.

View Instagram Insights: Navigating to Insights from the Instagram Menu

From there, likely to reach the Recent Highlights web page where you’ll see a few general information about just how people are engaging together with your profile, like the number of followers you gained or lost previously week.

View Instagram Insights: Recent Highlights Page on Instagram

Next, we will get into the more specific profile insights you can explore.

2 . Measure reach.

Click the Accounts Reached section. Reach reflects the number of special users that have seen any of your Instagram content.

View Instagram Insights: Accounts Reached Page on Instagram

Within this category, you’ll see insights for:

  • Impressions – How many times your posts had been seen.
  • Account Activity – User profile visits, website shoes, and other activity.
  • Top Articles : The posts that will generated the most achieve and engagement.
  • Top Stories – The Instagram Tales posts that generated the most reach and engagement.
  • Top IGTV Video clips – The IGTV videos that generated the most reach and wedding.

Some of these insights can be expanded to get more insights.

several. Track profile visits and followers.

On the Accounts Achieved page under Account Activity, you’ll be able to notice Profile Visits .

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

4. Determine website clicks.

Website Taps can be found under the Account Activity section. This particular insight reflects the amount of times any links you’ve included in your company profile have been clicked on.

5. Monitor content interactions.

Navigate back to Recent Illustrates plus tap Content Interactions . This will bring up a page that shows how your content is executing in terms of engagement, breaking down the metrics by content type.

View Instagram Insights: Content Interactions Page on Instagram

Likes speaks for by itself, reflecting the number of customers who liked your own post. As with loves, Responses demonstrates the number of comments left on your post. Saves highlights the amount of unique users or accounts who stored your post or clicked the bookmark-like icon that appeared below it in their feeds.

six. Track your supporters.

Navigate back to Latest Highlights and click Total Followers . You’ll after that reach the Follower Break down page.

View Instagram Insights: Follower Breakdown page on Instagram

This page reflects the number of followers you’ve obtained or lost over the past week, as well as the average times of time when your followers are using Instagram — data that can be highly advantageous when planning posts.

7. Learn which actions were used on your post.

To view insights for the specific Instagram submit, start by visiting your profile. Tap at the post you’d like to look into, then click View Information below the image.

These insights indicate the number of activities that users took on your profile as a result of seeing your publish — things like going to your profile, then taking an actions like clicking on your site link or subsequent you.

View Instagram Insights: Instagram Insights Actions Feature

Source: Instagram

8. Use “Discovery” to see where your own post showed up within feeds.

As the name might recommend, these insights indicate where your blog post was seen — or discovered — the most, including the number of accounts weren’t already following you if they first saw the particular post.

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

View Instagram Insights: Instagram Insights Discovery Feature

Resource: Instagram

Discovery insights include data on a post’s reach — which reflects the number of special accounts that saw your post.

9. View Story insights.

Finally, Instagram users using a business profile can view insights into their ephemeral Stories.

To view your Tale insights, navigate back to Insights and scroll down to Content You Distributed section on the Recent Highlights page.

Scroll down to the particular Tales area, and you’ll be able to see insights for older stories, as well as any kind of that have not however expired.

Next, we’ll get into the greater specific insights you can explore.


This insight represents how many occasions your Story had been seen.

Whenever viewing these insights, keep in mind that you’re able to add several images or movies to your Story. If you choose this, every bit of visual content inside your Story is counted as a single photo or video within your post.

Parenthetically you add six photos to your Story. Whether someone only views one or sights all six, Instagram only counts your whole Story having received one particular impression.

The same applies to Story content which has been viewed by a single user more than once. Instagram still only matters that interaction as the entire Story having received one impact.


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

Shoes Forward

This insight reflects the number of times a user taps your Story picture 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 bit of media.


This insight reflects the number of situations users send communications through the Send Message text container on your Story.

Replies on Instagram Stories

Swipe Aways

This particular insight reflects the number of times users swipe to skip to the next account’s Story — never to be mistaken to get “tap forward, ” which reflects customers skipping ahead to your own following piece of Story media.


This insight displays the number of times a person leaves the Stories section completely to return to the home feed.

Measuring Your Effectiveness With Instagram Insights

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

Editor’s Take note: This post was initially published in January 2018 but has been updated for comprehensiveness.

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