Insights in Instagram Analytics

Brands benefit from checking their social media analytics because they reveal what part of their marketing strategy is effective. These social media metrics indicate whether something in your social media strategy isn’t working so that you’ll know which aspect of your strategy needs to be changed.

So if the majority of your brand’s social media marketing takes place on Instagram, then checking your Instagram analytics is crucial. This is a brief guide to walk you through how to check your Instagram analytics and what they mean.

What are Instagram Insights?

Instagram has a built-in analytics tool for those with business profiles on their platform known as Instagram Insights. Accessing Instagram analytics is rather straightforward: simply open your profile page, press the three lines on the top-right, and select Insights.

However, if you’re interested in a specific post, you can also scroll through your feed and press “view insights” underneath it. You’ll see the same insights as before, just condensed. That includes the number of likes, comments, shares, bookmarks, reach, and profile visits directed from that post.

If you tend to post Instagram Stories, the same holds true. You can also go through your content tab to learn more about their performance.

Audience demographics

Using Instagram’s native tool, you can learn more about your followers’ demographic data. This includes:

The overall growth of followers as well as the number of users that unfollowed you

Top locations for both cities and countries

The age range that you can segment by gender


Average times your followers are on Instagram

Once you’ve analyzed and gained insight about your audience, you can move onto analyzing your engagement.


In Instagram analytics, activity is essentially the same as engagement. Increasing engagement leads to an increase in your sales on Instagram, so you should know how to measure engagement properly. You can see the number of interactions that you’ve had within their set date range of 7 days. Interactions include the number of profile visits and website clicks, but not the number of likes or comments. Finally, you’ll also see your reach and number of impressions within this limited time frame.

These are all the basic metrics available to Instagram analytics users. It appears to be time-consuming to check all of these metrics every week because Instagram doesn’t allow you to download a report of the data. It’s also inconvenient to analyze your Instagram metrics without the ability to change the date-range that interests you.

Although you can use the native tool for free, you could also use an affordable alternative. For example, Sotrender is a social media analytics and social inbox tool that can be used to analyze your brand’s Instagram performance.

Using Sotrender, you can analyze all of the previously mentioned metrics more easily. One of the downfalls of using Instagram analytics is that the date range is limited, whereas you can get more historical data with Sotrender.

Instead of manually writing down your results every week, you can schedule weekly or monthly recurring reports to be sent to your email in different formats.


Finally, the content tab is essentially just a summary of the number of posts you have published within the last 7 days. It counts the number of feed posts, Stories, and promoted posts separately. However, if your brand has already planned your content strategy or calendar, you will already have the same information as the content tab.

Unfortunately, this tab does not inform you about your best posts within a longer period of time. Once again, an external tool could demonstrate what are your top-performing posts and give you insight into what type of content you should be posting more frequently.

There have been various myths about Instagram’s algorithm and what type of content will do better than others. In reality, the best practice is to simply check what the data says about your own profile and your own content strategy.


Regularly following up with your Insights will help you tailor your Instagram marketing strategy and increase sales. To really make the most of your analytics data, remember to analyze your audience demographics, check engagement and reach, and adjust your content strategy accoridingly

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