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4 Ways To Use Instagram Insights To Improve Marketing

What is Instagram Insights?

Instagram Insights is a native analytics tool that provides data about the actions and demographics of your followers, and your content. This information can make it easier for you to compare content, measure campaigns, and see how each of your posts is performing.

To be able to access Instagram Insights, you need a business account. If you convert your personal account to a business account, you’ll see insights for any content posted. If one day you switch your business account back to your personal account, of course, you will lose all your insights data on your Instagram.

You can find Insights data in three different places on the Instagram app. To access Instagram insights from your account page, click the bar graph icon in the top right corner of the screen.

To see analytics for each post, open the post and tap View Insights in the bottom left corner.

Home Insights will display a summary of the data for the content you posted in the last 7 days. At the top, you can find out how many total followers you have and how many you have gained in the last 7 days.

You can also see how many total posts you have in your account and how many you have added in the previous week.

READ ALSO: How to Build a Powerful Influencer Marketing Strategy in 2021

Scroll down to see a series of bar graphs that reveal total impressions, reach, and profile views over the past 7 days. Swipe to see website clicks and click call-to-action buttons (Phone, Email, Directions)

Now that you know how to access Instagram Insights, here are examples of 4 Ways to Use Instagram Insights to Improve Your Business Marketing.

1. Explore Demographics and Follower Behavior

For how to use the insights Instagram, you can first explore the Demographics in the Insights button, scroll down to the Followers section to see a summary of the demographics of followers including gender, age group, and location. Note that you need at least 100 followers to view demographic data.

Tap See More to open a page with a graph that outlines the demographics of your followers in more detail. You can group follower data by:

  • Gender
  • Age range
  • Top location (city and country)
  • Online time (hours and days)

This information helps you better understand who your followers are and where they come from, so you can judge whether you’ve reached the target audience on the platform.

Additionally, these insights can inform your Instagram ad targeting. For example, if you want to reach an audience that is similar to your followers, target the demographics of your current audience.

At the bottom of the Followers section, you will find two graphs showing when your followers are most active on the network. On the first chart, find out when your followers are online every day.

Scroll down to the second chart to find what days your followers are most likely to be online.

Look for patterns on the times and days your followers are online so you can post content at times that will maximize reach and engagement. Also, create a posting schedule that best reflects when your audience is online.

2. View Data for Posting

How to use the second Instagram insights by viewing post data which allows you to be able to view data for multiple posts at once or learn metrics for each post.

Filter Post Data by Content-Type, Metric, and Timeframe

The Posts section on the Insights homepage displays your three most recent posts. Tap See More to see additional posts.

To segment this data, tap one of the blue links at the top of the page and choose from the following filters:

  • Content-type (all, photos, videos, and carousel posts)
  • Measurements (comments, engagements, impressions, likes, reach, and saved)
  • Time (7 days, 30 days, 3 months, 6 months, 1 year, and 2 years)

Filters allow you to target relevant data to measure the best-performing goals, campaigns, and content.

Goals that you can measure for a specific time period include:

  • Engagement (comments and/or likes)
  • Impressions and reach
  • Engagement to reach ratio (Ratio of engagement to reach)
  • Best and worst performing content types (photos, videos, or carousel posts)

To measure campaign objectives, filter data by timeframe and identify the type of content posted. This data can also help you to identify successful and unsuccessful posts, so you can have an idea of ​​what content your audience likes. For example, you might find your audience is more engaged with product photos with people than with just the product itself.

See Metrics for Individual Posts

If you want to see data for each post, open the post, then tap View insights in the lower-left corner.

Drag upwards to see various metrics for that post. At the top, you’ll find engagement statistics (likes, comments, and saves).

In the Actions section, find the actions users took on your profile after viewing this post. Instagram tracks these actions:

  • Profile Visits — The number of times your profile was viewed
  • Follows — The number of accounts that started following you
  • Website Clicks — The number of clicks on the links that you have included in your business profile description

The first statistic in the Discovery section is the percentage of people who found your posts and didn’t follow them.

Below that, you can see the reach and impressions for the post. You’ll also find a breakdown of where the impressions came from:

  • Home — People who viewed posts from their feed
  • Search & Explore — People who searched for keywords or viewed your posts in the Explore feed
  • Profile — People who found your posts from your profile page
  • Location — People who viewed your posts from your location feed
  • Hashtags — People who find your posts via hashtag search
  • Others — Posts shared via direct messages, saved posts, posts you’ve tagged or mentioned, post notifications where you’ve been tagged or mentioned, and posts that appear on the Following tab in Notifications

3. Evaluate Instagram Story Data

How to use Instagram insights when evaluating your Instagram story data by accessing insights for your Instagram stories from the Insights homepage or directly from individual story submissions.

If you access the story data from the Insights homepage, you will see all the story posts for the last 2 weeks. This view only displays data in the aggregate; You cannot click on individual posts.

By default, Instagram displays impression data for your stories.

Tap one of the blue links at the top of the page to filter story data by time (24 hours, 7 days, and 14 days) and actions. The actions are:

Tap forward (Taps forward)

Tap back (Taps back)



Geser (Swipes away)

Analyze this data to find out what story content resonates with your audience and what content causes them to leave or get deleted. Use these insights to inform future story content.

Note: At this time, Insights does not provide data for Instagram Live content.

To see insights about an individual story, open the story and tap Seen By in the bottom left corner.

From here, you’ll see which users viewed the post, total impressions and reach, and what action was taken on the post. Such actions include replying, deleting, and clicking on stickers and tagged accounts.

4. Check Paid Promotion Data

How to use the last Instagram Insights you can see in the Promotions section at the bottom of the Insights homepage. Here you can create Instagram promotions and see active promotions.

Click See More to see a list of previous promotions. Tap a promotion to see the following metrics:

Visits to profile

Number of people who viewed the promotion

Number of impressions

Number of engagements

Demographic audiences (Audience demographics)

Amount of money spent

This data gives YOU a quick overview of impressions vs. engagement and clicks to the profile in the promotion. You can also see groupings of the audience who viewed this promotion by gender, age range, and location.


Instagram Insights is a free tool for analyzing your content without ever leaving the app. The data you find helps learn more about your audience, what content engages them, and how your ad is performing. Use this valuable information to guide the type of content you create for your audience and when you publish it.