How to use Instagram Insights in 9 simple steps

How to use Instagram Insights in 9 simple steps

It’s no secret that we love data. The data helps you understand your audience. It tells you how they do things, what they prefer and who they are.

And when it comes to social media, our love of data doesn’t fade.

That’s why we love analysis and insights. They help you measure the impact of your marketing efforts across different channels to see if there is something you need to do differently, such as targeting a different audience, posting at a certain time of day, or experimenting with a new content format.

Instagram Insights is no exception.

To use Instagram Insights, you must first have a business profile.

If you’re already using a personal account, you can switch to a business profile. To have a business account, you also need to have a Facebook page for your brand. Instagram will give you the option to create a new one during this process if you don’t already have one. Here’s how to convert your account in a few simple steps.

Once set up as a business account, you can start using Instagram Insights. Here’s how to get started.

1. Open the hamburger menu and click Learn More.

To view insights on your general Instagram account, start by visiting your profile. Then, at the top, click on the hamburger icon and select “Insights” from the menu.

From there, you will reach the recent highlights page where you will see some general information about the people interacting with your profile, such as how many followers you have gained or lost in the last week.

Next, we’ll go into the more specific profile insights you can explore.

2. Measure the flow rate.

Measure the flow rate

Click the Accounts reached section. Reach reflects the number of unique users who have seen one of your Instagram posts.

Within this category, you will see insights for:

  • Impressions : how many times your posts have been viewed.
  • Account activity – Profile visits, website taps and other activity.
  • Better posts : the posts that generated the most reach and engagement.
  • Main stories : The Instagram Stories posts that generated the most reach and engagement.
  • The best IGTV videos – The IGTV videos that generated the most reach and engagement.

Some of these insights can be expanded for further insights.

3. Track profile visits and followers.

On the Accounts Reached page under Account Activity, you will see “Profile Visits”.

Profile visits reflect the number of times your profile has been viewed.

4. Determine website clicks.

The “Website Touches” are also available in the Account Activity section. This insight reflects the number of times links you’ve included in your business profile have been clicked.

5. Monitor interactions with content.

Go back to Recent Highlights and click Content Interactions. You’ll see a page showing your content’s performance in terms of engagement, breaking down the metrics by content type.

Likes speak for themselves and reflect the number of users who liked your post. As with likes, comments reflect the number of comments left on your post. Save highlights the number of unique users or accounts who have saved your post or clicked the bookmark icon that appeared below it in their feeds.

6. Keep track of your followers.

Go back to Recent Highlights and click Followers. You will then reach the follower breakdown page.

This page reflects the number of followers you’ve gained or lost over the last week, as well as the average hours of the day your followers use Instagram, which can be very helpful when scheduling posts.

7. Find out what actions were performed on your post.

To view the insights for a specific Instagram post, start by visiting your profile. Tap the post you want to review, then click “View Insights” below the image.

This information indicates the number of actions users have taken on your profile after seeing your post, things like visiting your profile, then taking an action like clicking your website link or following you.

8. Use Discover to see where your post appeared in the feed.

As the name might suggest, these insights indicate where is the your post was seen – or discovered – more, including how many accounts weren’t already following you when they first saw the post.

This section includes impression metrics, which reflect the number of times your post has been discovered from a particular location within Instagram, such as the user’s home feed, a search, your profile, a tag. location or hashtag.

Discovery information also includes a post’s reach data, which reflects the number of unique accounts that have seen your post.

9. View the story insights.

Finally, Instagram users with a business profile can view insights in their ephemeral stories.

To view the story insights, go back to Insights and scroll down to the “Shared Content” section on the Recent Highlights page.

Scroll down to the Stories section and you will be able to see insights for older stories, as well as those that have not yet expired.

* Parameters to consider for Instagram statistics


This insight represents how many times your Story has been viewed.

When viewing these insights, please note that you can add multiple images or videos to your Story. When you do this, each piece of visual content in your Story counts as a single photo or video in your post.

Let’s say you add six photos to your Story. If someone only sees one or views all six, Instagram only counts your entire story after receiving an impression.

The same goes for story content that has been viewed by a single user more than once. Instagram still counts that interaction as the whole story that got an impression.


This insight reflects the number of unique users who have seen your story.

Tap Next

This insight reflects the number of times a user taps your story photo or video to move to the next media content.

Tap Back

This insight reflects the number of times a user taps your story photo or video to go back to the previous media content.


This insight reflects the number of times users send messages via the “Send Message” text box in your Story.

Always scroll

This insight reflects the number of times users swipe their finger to switch to Story of the next account, from not to be confused with “tap ahead”, which reflects users who skip ahead to your next multimedia track.

Goes out

This insight reflects the number of times a user completely leaves the Stories section to return to the main feed.

Now that you know how to measure the effectiveness of your Instagram strategy using Insights, you can analyze that data and determine what works for your audience. From there, creating content that gets a lot of engagement will be a lot easier when you consider these benchmarks.

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