Easy Steps to Use Instagram Insights for Improving Your Marketing

Instagram Insights help 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, the importance of these data increases.

Instagram Insights

Instagram Insights help you measure the impact of your marketing efforts across different channels to see if there’s something you need to do differently; like target a different audience, post at a certain time of day, or experiment with a new content format.

Do you have an Instagram business account?

Wondering how to analyze your Instagram activities?

In this article, you’ll discover how to use Instagram Insights to evaluate your followers, posts, stories, and promotions.

What Is Instagram Insights?

Instagram Insights is a native analytics tool that provides data on follower demographics and actions, as well as your content. This information makes it easy to compare content, measure campaigns, and see how individual posts are performing.

To access Instagram Insights, you need an Instagram business account. If you convert a personal account to a business account, you’ll see Insights for any content that’s posted after you make the switch. If at any point you switch your business account back to a personal one, you’ll lose all of your Insights data.

You can find Insights data in three different places in the Instagram app.

  • For accessing Insights from your account page, tap the bar graph icon in the upper-right corner of the screen.
  • To see analytics for an individual post, navigate to the post and tap View Insights in the bottom-left corner.
  • To see data for a story, open the story and tap the names in the bottom-left corner.
  • The Insights homepage shows a summary of data for the content you’ve posted in the last 7 days. In the top section, find out how many total followers you have and how many you’ve gained in the past 7 days.
  • You can also view how many total posts you have on your account and how many you’ve added in the previous week.
  • Scroll down to see a series of bar graphs that reveal the total impressions, reach, and profile views for the past 7 days. Swipe to view website clicks and call-to-action button clicks (Call, Email, Directions).

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How To Use Insights

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. In order to have a Business Account, you must also 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.

How To Use Insights

Convert Instagram to Business Profile

  • Create a Facebook Business Profile for the same persona if you haven’t already.
  • Make sure your Instagram profile is public. Private profiles cannot be used as business ones.
  • Go to your profile and tap the gearshift wheel icon to visit your settings.
  • Tap Switch to Business Profile.
  • When prompted, select the Facebook Page you want to be associated with your Instagram profile.
  • Review and change any contact information on the Set Up Your Business Profile page.
  • Tap Done.

How to View Insights on Instagram

1. Click the Insights icon.

2. View your impressions and reach.

3. See website clicks.

4. Track profile visits and followers.

5. Click view insights below a post for specifics.

6. View your post’s likes, comments, and saves.

7. Learn which actions were taken on your post.

8. Use Discovery to see where you post showed up in feeds.

9. View Instagram Story insights.

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How To Use Instagram Insights for your business

Now that you know how to access Instagram Insights, here’s how to find the data that matters to your business.

1: Explore Follower Demographics and Behavior from Insights

On the Insights homepage, scroll down to the Followers section to see a summary of follower demographics including gender, age group, and location. Note that you need at least 100 followers to see demographic data.

Tap See More to open a page with graphs that break down follower demographics in more detail. You can segment follower data by:

  • Gender
  • Age range
  • Top locations (cities and countries)
  • Online times (hours and days)

This information helps you better understand who your followers are and where they’re from so you can assess whether you’re reaching your target audience on the platform.

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

At the bottom of the Followers section, you’ll find two graphs that show when your followers are most active on the network. In the first graph, find out when your followers are online each day.

Scroll down to the second graph to discover which days your followers are most likely to be online.

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

2: Instagram Insights: View Data for Posts

Instagram lets you view data for multiple posts at once or delve into metrics for an individual post.

The Posts section of the Insights homepage shows your three most recent posts. Tap See More to view additional posts.

By default, the Posts section shows the total number of impressions for all of your posts in the past year.

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

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

Goals you can measure for a particular time period include:

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

To measure campaign goals, filter the data by timeframe and identify the type of content posted. This data can also help you identify successful and unsuccessful posts so you have an idea of what content your audience prefers. For example, you might discover your audience engages more with photos of products with people than simply products alone.

Instagram Insights: View Data for Posts

In the Actions section, discover what actions users took on your profile after seeing 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 to links you’ve included in your business profile description

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

  • Home – People who saw the post from their feed
  • Search & Explore – People who searched for keywords or saw your post on an Explore feed
  • Profile – People who found your post from your profile page
  • Location – People who viewed your post from a location feed
  • Hashtags – People who discovered your post via a hashtag search
  • Other – Posts shared via direct message, posts that were saved, posts you’re tagged or mentioned in, post notifications where you were tagged or mentioned, and posts that show up on the Following tab in Notifications.

Easy Steps to Use Instagram Insights for Improving Your Marketing

3: Evaluate Instagram Stories Data from Insights

You can access insights for your Instagram stories from the Insights homepage or directly from an individual story post.

View Insights for Multiple Stories

If you access stories data from the Insights homepage, you see all of your stories posts for the past 2 weeks. This view only shows data in the aggregate; you can’t click on individual posts.

By default, Instagram shows impressions data for your stories.

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

  • Taps forward
  • Taps back
  • Exits
  • Replies
  • Swipes away

View Insights for an Individual Story

To see insights for an individual story, open the story and tap Seen By in the bottom-left corner. From here, you’ll see which users saw the post, total impressions and reach, and what actions were taken on the post. The actions include replies, swipes away, and clicks on stickers and tagged accounts.


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

What do you think? Do you use Instagram Insights to assess your marketing efforts? Which metrics do you find most valuable? Please share your thoughts in the comments below.

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