Insights 101: Everything You Need To Know About Instagram Analytics

Proper usage of Instagram analytics is essential to the success of any business that uses Instagram for marketing. Indeed, without a way to measure your progress, it’s hard to tell if you’re making any — or worse, if you’re going in the entirely wrong direction.

Luckily, Instagram includes a built-in analytics tool, Instagram Insights, that social media managers and business owners can use to keep check on their accounts’ vitals. By understanding the information that Insights provides, brands can make more effective social media roadmaps and more easily uncover weak points in their strategies.

However, Insights isn’t the be-all-end-all of Instagram analytics. Marketers also have a wide range of third-party tools at their disposal that can provide deeper analytics and more precise data than Insights can.

In this guide, we’ll cover everything you need to get started with Instagram analytics. We’ll go over Insights, the native analytics tool, as well as how to make sense of the data, and different third-party tools you can use to get more precise measurements. Finally, we’ll break down what Insights specifically lacks, so you can make a more informed decision as to whether investing in another tool is worth it for your business.

What Is Instagram Insights?

Instagram Insights is the built-in Instagram analytics tool. As the name implies, it provides data that gives Instagram users insights into their performance on the platform. This data goes beyond the publicly available follower counts and into changes over time and other more complex interactions.

Instagram Insights is only available to Business and Creator accounts, so if you don’t have one of those, you’ll need to get one before you can use it.

To get a better idea of what you can learn from Instagram Insights, let’s take a look at some of the data it provides.

instagram insights

Recent Highlights

The Recent Highlights section of Insights gives a quick overview of major changes that occurred over the last seven days.

For example, it provides information about how many accounts you reached, the number of content interactions, and how many followers you have. Additionally, it also tells you the percentage change in each of these areas so that you can see whether you’re improving week over week.

It also gives insight into how much content you’re sharing on your account so that you can make sure you’re staying consistent with your content schedule.

Overview (Account Insights)

The Account Insights section of Insights provides data that concerns your account and its followers. Specifically, it includes information about your account’s reach, content interactions, total follower count, and the content you shared.

Content You Shared

Insights doesn’t provide information about how other people are reacting to your content, but it also gives you data about your content itself. The ‘Content You Shared’ section tells users how many posts, stories, IGTV videos, and promotions they shared…

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