How To Get Analytics on Instagram in 5 Steps (Plus Benefits)

By Indeed Editorial Team

Published October 21, 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

If you're a social media marketing professional or an influencer, you may use various Instagram features to assess followers' engagement with your content. Instagram analytics can help you identify key information about your audience and learn more about the content initiatives that capture their attention or provide them with long-lasting value. Understanding how to use this feature can help you improve your marketing campaign and create content that interests members of your target market. In this article, we review what analytics on Instagram are, how to get them and the benefits of using this information.

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What are analytics on Instagram?

Analytics on Instagram are insights about the performance of your content, including the number of likes a photo receives, how many users save your video and the amount of views on your Instagram Stories. Analytics can also provide you with information regarding the demographics of your followers, including gender, age and geographic location. This can help a business tailor their social media content according to their viewers and ensure that they're reaching their target audience. There are several categories of analytics, all of which can provide Instagram users with valuable information regarding their content. Some of these categories include:

  • Instagram audience analytics: Audience analytics can help individuals gain a better understanding of their followers, learn more about the users they reach and understand the best times to post content for their specific audience. These analytics can include a professional's audience's location and the times when they're most active on Instagram.

  • Instagram Stories analytics: Instagram Stories analytics allow an account holder to sort their Stories from the past 90 days according to a variety of criteria, including link clicks, profile visits, impressions and reach. This can help a brand understand how effective their Stories are at generating engagement and attracting followers to their business's website.

  • Instagram Live analytics: The Instagram Live feature allows users to upload a live video of themselves to their Story and then save it as a post on their feed. Metrics related to Instagram Live include the number of shares and comments a video received, the amount of accounts that the content reached and the peak concurrent viewers.

  • Instagram feed post analytics: Analytics for the posts on your feed can provide a holistic overview of how your audience engages with your content and help you calculate metrics such as likes, saves, sends and impressions. This can help you evaluate whether the hashtags you use improve your reach and if your content has lasting value for your followers.

  • IGTV analytics: Individuals can review the performance of their IGTV videos from the previous two years, and you may filter your videos according to several factors, including saves, video views, reach and average percentage watched. By evaluating the videos that receive the most engagement and positive feedback, brands can alter their approach.

  • Instagram Reels analytics: Instagram Reels are short videos that users can watch, repost on their Stories and send to others. Their analytics include plays, likes, comments, saves and shares, which not only include shares via Instagram direct messaging but also factors in the number of reposts onto Instagram Stories.

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How to get analytics on Instagram

Follow these steps to access your account analytics on Instagram:

1. Ensure that you have a business account and access insights

Instagram analytics are only available to users with business accounts, so ensure that your profile or your brand's profile isn't a personal Instagram. You can display the fact that your profile is a business account, or you can choose to keep this information private. You can then click on your avatar in the bottom right corner and visit your profile. Beneath your bio, you can see a button labeled "insights" located to the right of the "edit profile" and "ad tools" icons. Select the "insights" button and examine an overview of your follower and engagement analytics.

2. Evaluate your reach, impressions and profile visits

From the insights overview screen, you can select the "accounts reached" button. This presents you with a pie chart that breaks down the numbers of followers and non-followers that viewed your content in the last seven days. If you're interested in reviewing your reach over a longer duration of time, tap on the drop-down menu in the upper left corner and select a time period to analyze, including the last 14, 30, 60 and 90 days.

In this same menu, you can also view your reach based on the type of your content and assess whether your posts, Stories or Reels received the most views. You can also view your impressions and profile visits.

3. Learn about content interactions

Once you've examined your reach and impressions, you can click the back button and return to the insights overview menu. You may then select the button labeled "content interactions" and review how both followers and non-followers engaged with your content over a specific time period. You can click on the drop-down menu in the upper left corner again to change the time constraints of your data analysis. Here you can review the number of post interactions your content received, including likes, comments and saves.

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4. Check your Story, Reel, IGTV and Live insights

Under the same "interactions" menu, you may also access additional information, including audience interactions with your Stories, Reels, IGTV content and Instagram Live videos. Instagram also allows you to review your top posts within each of these categories, which can help you understand the type of content that your audience prefers in order to alter and improve your marketing strategy. Once you have a better understanding of your target audience and the type of posts that interest them, you may decide to make more or less of a specific category of Instagram content.

5. Review actions taken on a specific post

If you're interested in evaluating user engagement with a specific post rather than your account overall, exit out of the "insights" feature and return to your profile. Click on the post you're interested in and tap the "view insights" button located beneath your image or video. This prompts Instagram to show you the insights of that specific post, including the number of like, comments, shares and saves it received. While you're unable to see which accounts shared or saved your content, this may still allow you to learn about the overall success and popularity of a post.

Benefits of using analytics on Instagram

Here are some of the benefits businesses and professionals may yield from using analytics on Instagram:

Saving resources and improving efficiency

Instagram analytics show you important data that can help you understand what content your audience finds the most valuable and which approaches to posts, stories or videos may benefit from improvement. This can save you and your colleagues time when creating social media content for a brand, as it allows you to streamline your efforts and understand which techniques or post styles to replicate. This means the organization you work for can redistribute its time and resources to make necessary improvements and continue executing the best practices for content creation.

Improving your understanding of your target audience

Because Instagram analytics allows you to view your followers' demographics, you can learn more about the content that members of your target audience engage with the most. Alternatively, it may highlight groups that don't follow you or interact with your posts, which can help you tailor your marketing strategies to appeal to a wider array of Instagram users.

The better you understand your target audiences' preferences, the more likely you may be to create content that interests them. You may also be able to view information about your follower's purchasing history and learn more about the kinds of products they use so you can advertise your goods and services on social media accordingly.

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Optimizing your social media marketing campaign

If you're a social media strategist or other content creator, you may have a marketing campaign designed to encourage Instagram engagement and increase sales. Understanding the growth periods and trends of your Instagram engagement rates and campaign can help you identify any changes that may strengthen your brand's social media presence. This can help you make strategic plans and alter your marketing campaign, which may improve the success of your advertising approach because the changes you make depend on real data and metrics.

Please note that none of the companies mentioned in this article are affiliated with Indeed.

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