How To Use Instagram’s Analytics To Your Advantage

phone with analytics pulled up - using Instagram's analytics

How To Use Instagram’s Analytics To Your Advantage

Many people tend to think that you use Instagram analytics for a business to find out what photo, story, or video did best on your page. This is true, however, you can do much more with this amazing tool. One of the best ways is to look at these posts that performed well and find out why they did so well. This can help you find what your audience wants, therefore allowing you to tailor your content that can bring in more followers and potential customers. Continue reading to learn more about properly using Instagram’s analytics.

How To Access Instagram’s Analytics

Before you can use the built-in analytics tool that Instagram provides, you will need to do a few things first. The main thing you need to do is convert your personal Instagram to a business Instagram account. You can do this by:

  1. Opening profile and selecting the menu in the top right
  2. go to “Settings” then “Account”
  3. Select “Switch to Business Profile”
  4. Connect your business Facebook page
  5. Ensure your account is public
  6. Set up business information

Once you have that done, you will be able to use all of the amazing features that a business Instagram account features.

Using Instagram’s Analytics

There are many features that come with Instagram’s built-in analytics. However, there are some things to know before you get started using these analytics. The first thing is that the first time you open your analytics, it may take some time for Instagram to go through and compose it for you.

The second thing to note is that Instagram will only show you insights for posts that were posted after you made the switch to a business account.

One final thing to know is that some features of insights will not be available until you reach a certain follower count. One example of this is that you will need at least 100 followers before you can see the demographic area of your followers. This is there because if you have less than 100 it will be hard to find your actual audience.

Target Demographic

The first thing you can track with the analytics for Instagram is your target demographic. This includes the gender of your followers along with their age range and when they are most active on instagram. Using these can help you determine what types of content are best suited for your audience and what time to post at.

Another thing you can track with the analytics is where your followers are from. You can see which countries they are in or what top cities your followers are in. Using this, you can find the best time to post based on when your followers are active due to time zones.

Follower Growth

In addition to being able to track the target demographic of your audience Instagram’s analytic tool allows its users to track their follower growth. This is a small, yet useful feature that allows you to see how many followers you have gained. You can compare how well you did throughout the whole year and set goals for the next year.

Insights For Posts

Whenever you post something to your Instagram feed, individual analytics for that post only will be available. Regardless of whether it is a photo or a short video, you will see the same thing. Here are some insights that your posts have.

  • Impressions: This is the total number of times that your posts have been seen.
  • Reach: Reach is similar to impressions, but it is the number of unique accounts that have seen any of your posts.
  • Engagement: This is the number of times that a post was liked, commented, saved, or shared.
  • Saved: As the name suggests this is how many unique accounts have saved your post.
  • Profile Visits: This is how many times your profile was visited by clicking on the post
  • Follows: This is how many people started to follow you.

Insights For Stories

The insights for Instagram stories are similar to the post, however, they differ from posts with the different insights they have. Some insights for stories include the impressions and reach which are the same, but they include other things like:

Exits: How many times someone exited the story. This includes swipe offs, taps, and when they leave after the story is done.

 Replies: This is how many people replied to your story. You can find these replies inside your inbox.

Screenshots: When someone screenshots or screen records your story, you won’t be notified. However, when you view who watched your story, there will be a special icon next to their name.

Insights For IGTV

When you have set up your IGTV (Instagram Tv) channel and have posted videos, you will be able to see insights for them. These insights include some of the others mentioned above, but also include other things like how many views the video got. For a view to count as a view, someone needs to watch the IGTV video for at least 3 seconds before leaving. Another unique insight that these have is how long the video was watched. You can find this by opening the video and tapping the “View Insights” button. If you use this data correctly, you can find the perfect video length for your audience.


When it comes to using Instagram’s analytics to your advantage, there is a lot to know. Most importantly, it is to use these analytics to tailor your content to your audience for the best engagement rate possible. Be sure to check out one of our previous articles to learn about some Tips on Creating Images for Social Media.


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