Some marketers underestimate the power of data in their content marketing strategies. 

Thing is, if you want to make Instagram work for you, it’s crucial to track your post performance and measure audience engagement. 

The Instagram algorithm crosses information about content (posts, Stories, Reels) with information about your users (interests and behavior on the platform) to serve the right content. 

So, if you know what to look for, data from Instagram Insights can inform your marketing decisions and content strategy. 

This detailed guide will cover all the essential Instagram analytics you need to know about for you to grow your brand and business. 

Why Instagram Insights Matters

With Instagram Insights, you can see how your business profile is performing in terms of user engagement. 

But remember, to grow Instagram followers, knowing the raw numbers isn't enough; you must also know your audience. 

Insights can help with that. 

You learn how they do things, what they prefer, and who they are. While gut feeling can certainly guide business decisions, cold, hard facts are a much better way of validating assumptions.

You can use data and analytics to see whether you need to change something about your marketing efforts - such as targeting a different audience, posting at a particular time, or trying out a new content format. With Instagram Insights, you'll be able to create an Instagram strategy and well-written content that’s more effective because it’s data-driven.

How To Access Instagram Insights? 

To access Instagram Insights, your Instagram profile should either be a Business account or a Creator account. 

You can check your metrics through the Insights tab in the app once you've created an Instagram business or creator account. One of the most important tools for helping creators and businesses make decisions about their content strategy is analytics.

It's also really simple to get Instagram analytics. To access the insights within the platform, follow the instructions listed below.

1. Start by tapping the menu icon in your profile's upper right corner.
2. On the Insights tab, click. The analytics for your business or creator profile will open.
3. At the top of your profile page, click Insights.

You'll find data for the last seven days in your business account after tapping the "Insights" button.

• Overview: accounts reached, content interactions, and total followers
• Content you shared: Instagram Stories, photos, Live, Promotions

Click on any of those sections to access analytics of specific posts. 

Instagram audience data includes what content led to profile visits and followers, what days your content received the most interactions, and more.

With Instagram Insights, you no longer need to hazard a guess because the data will tell you what interests your audience. 

You’ll be able to develop your profile as a result and significantly increase the number of likes and followers. You can also assess the success of your marketing campaigns across several channels using data and analytics to see if anything needs to be changed.

How To Use Instagram Insights?  

A game-changer for your Instagram marketing plan will be knowing precisely which indicators are boosting your account and being able to supply what they genuinely represent.

Instagram Feed Post Analytics

In Instagram, there are two ways to view feed post analytics. The Insights tab offers the first option. 

Toggle the arrow next to your most recent posts under "Content You Shared," then scroll down.

Tap "View Insights" next to a published post for a more thorough performance breakdown. You can access all the key data from here, including Likes, Comments, Sends (available only outside of Europe), Saves, Interactions (Profile visits and website clicks), Discovery (Accounts reached and Follows), and Impressions (from hashtags, home, profile, and other). Each measure offers insightful data for your account.

Metrics like likes, comments, and sends are useful for identifying the posts that get your community engaged.

• Post engagement rate: Number of engagements as a percentage of followers or reach.
• Post comment rate: Number of comments as a percentage of followers or reach. Count comments separately from overall engagements if your objectives involve nurturing connections or building loyalty, and work to increase that number in particular.

Saves frequently demonstrate which material resonated with your audience, providing inspiration and lasting value.

Website clicks are a reliable sign that your followers were inspired to find out more information about your offering.

Impressions reflect how well the Instagram algorithm is responding to your post. Total number of users who have seen your post. This might show how effectively you're promoting your account and content.

And of course, when it comes to the number of people who saw your post, the Instagram algorithm is helpful: the more interesting and engaging your content is, the more people will view it.

Instagram Reels Analytics

Instagram Reels have become an essential component of every company's social media strategy. It's more crucial than ever to include short-form video (Reels) in your content marketing mix as Instagram shifts to a video-focused approach.

Your Instagram Reels' effectiveness depends on a wide range of variables. Instagram lets you track metrics like comments, saves, and shares to see how well your Reel fared based on engagement as well as views. This feature will help you determine how engaged your audience actually is.

What metrics can you monitor when you share Instagram Reels, then? Instagram displays important metrics like:

• Plays: how many times your Reel was played
• Accounts reached: number of Instagram users that views your Reel at least once
• Likes: how many Instagram users liked your Reel
• Comments: how many comments your Reel received
• Saves: how many users saved your Reel 
• Shares: how many Instagram users shared your Reel with others 

Instagram Stories Analytics

What this measure tells you: How well-liked and engaging your Instagram Stories are.

The use of Stories is perhaps one of the most important aspects of the current Instagram marketing tactics. These are beneficial in a variety of ways, but most importantly because they give your audience access to new types of information. You have much more freedom and flexibility thanks to the disappearing nature of this type of post.

There are some useful indicators to monitor when it comes to Instagram Stories, including:

• Story impressions: total number of views your story received
• Reach: number of unique accounts that saw your story
• Replies:  number of times people send messages through the Send Message option on your story
• Taps back: number of times someone tries to go back to a previous piece of your story 
• Taps forward: number of times someone taps to skip to the next piece of your story
• Swipe away: number of times someone swipes to skip to the next account’s story
• Story exits: number of times someone leaves stories viewer to return to the feed
• Next story: number of taps to the next account’s story

You will also notice a section labeled "Interactions" in the Story insights preview, which may include replies, website clicks, and profile visits.

The Sticker Taps feature is another one worth highlighting because it displays how many times a hashtag, location tag, mention, or product sticker has been tapped on in connection to your Story.

In terms of metrics and features, Instagram is constantly rolling out new ones.

Some of the newest metrics are related to the effect that Instagram Stories have on your profile CTA buttons like Directions, Calls, Texts, and Emails. 

So what does all this talk of Instagram Insights mean?

Understanding your Instagram analytics is critical for growing your business's Instagram following. 

Knowing which metrics to monitor will assist you in increasing your followers and post engagement.

Instagram, when used as part of a well-rounded marketing strategy, can help you reach new customers in areas you might not have tried otherwise.