All About Instagram Analytics

Are you trying to grow a following for your business or service, but not sure how to best utilize Instagram analytics? You've come to the right place! Instagram business profiles are extremely helpful for growing your brand, so it's important to understand how to best utilize their analytics in order to keep your audience happy and grow your following. Want to understand how Instagram Insights work, and how you can use them to grow your brand? Keep reading to find out!

Instagram is constantly growing, and it doesn't seem like it's slowing down any time soon. You may have a personal Instagram, but have you considered creating an Instagram profile for your business? Whether you're selling goods or services, there are so many reasons to create a business profile.

Why create a business profile?

Instagram business profiles are great for getting the word out on your products and services, as well as measuring analytics. This helps you understand what's working best for your account. With a business profile, you get access to important analytics, Instagram ads, links in stories, and much more.

In this blog post, we'll be taking a deeper dive into Instagram Insights for business profiles. Let's dive in!

What are Insights, and why should you care?

Instagram Insights are analytics that provide the data you need to know about your followers, the reach of your content, and how close you are to your social media goals. These analytics help you track specific analytics for your content, your activity, and your audience.

How do I get there?

On Instagram, click the three lines at the top right of your screen, then click Insights. Here, you will see three tabs: Content, Activity, and Audience. We'll take a deeper look into each of these tabs in order to understand how to further help your brand's growth and influence!

Content Insights & Analytics

Content insights are important for measuring the reach and engagement of specific posts. Yes, you can just look at the number of likes and comments, but what if you want to track how many people are seeing your posts, not just liking it? What if you want to track how many people are watching your stories? Content insights are the best way to track all of this information (and more)!

On the Content Insights page, you'll see four different sections: Overview, Posts, Stories, and Promotions. For Posts and Stories, you can click See All and track the number of profile visits, follows, reach, shares, and more for each individual post. You can also look at content over the past 7 days, 30 days, 3 months, 6 months, 1 year, or 2 years, as well as filtering by post type (photos, videos, carousel posts, and shopping posts). This is the perfect way to get into the nitty-gritty of your content and decipher what types of posts and stories are helping drive traffic to your profile, and which aren't performing as well, so that you can decide what types of posts and stories you should be making for your followers!

Under the Promotions section, you can create a promoted post for your account. This will help people other than your followers can see some of your content. You can also look at your past promotions to see their insights. This includes the number of clicks the post got, the number of profiles that visited your profile, and the number of profiles that visit your website. You can also track the amount of money spent on your past promotions, and the number of impressions each post received. An added bonus of this insight is that you can look at the specifics of the audience that viewed your promoted post.

Activity Insights & Analytics

Under the Activity Insights, you can track Discovery (which measures reach and impressions) and Interactions (the actions people take when they engage with your content). Let's dive into each category.


Discovery is extremely helpful for measuring the reach and impressions of your posts. The reach is the amount of unique profiles that have viewed your posts. This is helpful for measuring the number of people that have seen your posts. The impressions are also important because you can see how many times your posts have been viewed overall.

So, why are reach and impressions important?

You're measuring the influence of your brand! This is important because it means your brand is growing. Since you're able to track this, you can keep a close eye on whether you're getting seen by enough people. If your numbers are consistently increasing, then you know you're doing something right!

Discovery on a post-by-post basis

If you click on a specific post on your feed, you can then click View Insights. Here, you can track the number of interactions that post got, the number of followers and the reach your post received. You can also track the impressions your post gets and see where each of these clicks came from, whether that's from the home feed, from hashtags, or from the location you tagged your post.


You can track the interactions on your profile over the past week, including subsections that track where the user clicked on your profile. These subsections include: profile visits, website clicks, get directions, email, and call. You'll notice that all of these subsections coincide with your business profile's bio. If you only have your website on your account, you'll only see the subsections for profile visits and website clicks.

It's a good idea to keep your bio updated. Try to add your website, address, email, and phone number so you can track how many people are interested. This is a great way to track traffic, especially since it can be difficult to decipher how many sales you're getting thanks to your business profile. Though you can't track the number of sales, you can track how many people are actually clicking things in your bio.

Audience Insights & Analytics

Audience insights are a great way to track who is seeing your posts, and whether you're reaching your target audience. Let's say you're a brand focusing more toward women in their 30s. You may need to reevaluate your strategy if you see that your audience is predominantly males in their 60s.

Before we jump into audience insights, note that your account must have at least 100 followers before you can access this tool.

Audience insights are broken down into five key sections: growth, gender, top locations, followers, and age range.

The first section is growth. This shows the overall amount of followers you've gained or lost over the selected time period. It also shows a handy graph that tracks the number of people who have unfollowed or followed your profile each day during the selected time period. Your overall growth is that average of follows and unfollows on your business profile.

Your top locations show the top 5 cities and countries your audience is located in, the age ranges (which can be filtered by men, women, or all), and the gender breakdown by percentage.

The last thing you should know about your audience insights is the followers section at the bottom of the screen. This details the days and times that your followers are active. This is a great way to help you plan your strategy for future posts. If your audience is most active on Sundays at 4:00pm, then try posting around that day and time to see if your engagement increases. Remember to keep an eye on these statistics because they can change over time. You should consider changing your strategy as your audience's Instagram activity changes!

All of these insights are very important in order to help you understand what is working for your brand. This will help you determine what you may want to consider changing. Once you play around with the insights, you'll be able to understand what your audience wants. Then you'll know how to grow your following by understanding the insights for your content, activity, and audience.

Need help figuring out your social media strategy? Let us do it for you! Head over to to schedule a free consultation.


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