Instagram Insights Explained and How to Use Them
Analytics are a hidden gem, and when used correctly, they can be your roadmap to achieving unparalleled success on social media. How is this possible? Because analytics literally tell you who your audience is, what resonates with them the most, and how you can reach them best. So, if you haven't reached your social media goals yet or can't figure out why you aren't attracting new clients, the answers are likely in your analytics.
How do you access analytics?
Every social media platform gives users some form of analytics. However, each platform has requirements on what type of accounts have access to them. TikTok requires users to switch to a Pro Account. YouTube requires a Creators Account. LinkedIn and Twitter give all personal accounts access to analytics. And for Pinterest and Facebook, you'll need a business account/page. If you are on a platform that requires you to switch to a different type of account to access analytics, we 100% recommend doing so, as you unlock valuable information that is CRUCIAL for optimizing your social media platform.
Let's turn to Instagram in specific. The platform requires users to have either a Creator or Business account to access Instagram Insights (their analytics tool). To switch to either, go to your profile, tap the three lines located on the top right of the screen, tap "Settings," tap "Account," and scroll down to "Switch to Professional Account." You will then have the option to either switch to a "Creator" or a "Business" account. Both types of accounts will provide you with analytics. Keep in mind that it may take a few days for Instagram to gather the data necessary to build your analytics report, and it only collects information for the past seven days at a time.
How to use Instagram Insights
Once you have switched to a Business or Creator account, go to your profile, click the three lines located on the top right, and tap “Insights.” There are three types of analytics Instagram Insights gives you access to, including Activity, Content, and Audience. Let’s break down each of these categories and explain how to make the most of the information you are given.
1. Content
The Content tab breaks down the performance of each individual post. You will be able to see exactly how many people engaged with the post, Liked, Commented, or Saved it. As well as the number of new people that started following you, the number of people that went to your profile, and the number of people that went to your website after seeing that post. Similar information is also available for stories.
Based on this information, you can then decipher what type of posts and content your audience likes and what drives the most engagement. You should then focus on making more content like this. This will allow you to create content that speaks to your audience directly and aligns with their preferences.
2. Activity
Activity is a measure of growth, and this section is broken down into Interactions and Discovery. Interactions tell you how many people are engaging with your content. As in, how many people in total are visiting your profile, clicking on your website, and reaching out through email. On the other hand, Discovery tells you who is reaching your account and how many impressions it has made. This gives you a good idea of how many people are following through with your content by actually going to look at our profile, website, or sending an email.
If you are trying to attract new viewers and clients, getting your Activity analytics down is key. Try telling people exactly why they need to visit your website and what you have to offer them. Or encourage viewers to shoot you over an email to get started with a free trial/consultation/complimentary gift!
3. Audience
The Audience tab is all about who you are reaching and tells you if you are resonating with the right people. It breaks down the demographics of your followers by age range, location, and gender. It also tells you the day of the week and time of day your audience is most active. This information gives you a better understanding of exactly who your audience is. For example, if your analytics suggest that your audience is heavily dominated by a certain demographic, then you should use this information to go all-in on making content that specifically targets this audience. Or, if you're trying to attract a different audience, the Audience analytics provides valuable information about who your content is currently attracting, suggesting it might be time to brainstorm new ideas on how to appeal more specifically to your target audience.
Tracking Your Analytics
Instagram Analytics gives you the hard numbers about how your account is performing, which you can use to see how far you've come, and how far you have to go until you reach your goals. So, in order to get the most out of this information, it's crucial to track these analytics over the long-term. Doing so also provides insights into what parts of your Instagram strategy are performing well and which ones need readjustment. We recommend taking a good hard look at your activity metrics and recording them at least once a month. To stay on track, it is crucial to find a system for recording data that works for you. The table below is a great starting point!
Are you currently utilizing your Instagram Analytics to their full ability? Have any questions about how to interpret the data and what you should do next? Reach out today, we are here to help!
Written By: Leah Ross, AMR Digital Marketing, Copywriter