When Instagram first came to the online world in 2010, nobody really took the platform seriously, especially businesses. Nowadays, almost all internet-based businesses and brands rely heavily on this platform. It is a proven formula that works, so no wonder many businesses use it.

The reason Instagram is so popular in the marketing world is it provides a variety of options to increase brand awareness and boost sales. Businesses from all around the world rely on influencer marketing, IG advertising and content publishing to boost their overall brand image.

In order to come up with the best Instagram strategy, businesses have to rely on data to determine what works and what doesn’t. That’s why every brand needs to know how to use Instagram analytics tools to their advantage.


Instagram Insights

If you want access to all of your Instagram data, you need to have a business account first. If you don’t already, you can find this options in settings and simply change your account to a business one. Once you do that, you gain access to a feature called — Instagram Insights.

Instagram Insights
Source: Buffer.com

Clicking on this button will take you to a page where all of your data can be found.

There’s a lot of different data here, including:

  • Activity
  • Post Statistics
  • Stories Statistics
  • Audience Statistics

In these 4 sections, you will find a lot of useful data about each one of them individually. We will cover each one of these to see what exactly they mean.


Activity page is pretty standard and it covers some basic data such as Impressions, Reach, Profile Visits, Website clicks etc.

Impressions and reach is a standard data that measures how many times your profile has been visited and how many users have seen your posts. We also have a profile visits info which can be important for businesses who are looking to increase conversion.

Business should be looking at website & email clicks as this is the key metric to determine whether or not your followers are converting. You should be focused on increasing these stats as much as possible.

Content Statistics

These statistics are relevant to all the content that you publish on Instagram, including stories as well. In this page, you will find metrics for each individual post and story, with data such as impressions, likes, comments, replies, actions etc.

These statistics are different for posts and stories.

For your posts, you will be able to see the amount of likes / comments per post, as well as some additional data like post saves, actions and discovery. Business should focus on increasing all these numbers, in no specific order. Similar to activity, the most important metric here is, of course, actions taken — which can be anything such as profile or website visit.

Instagram Insights

Instagram stories have similar statistics, such as impressions and reach, or the number of people that save your story. But you can also see some interesting data such as taps forward, replies, swipes and exits. If you’re publishing more than 1 story at once, this can be useful to determine whether or not your first story was captivating enough to get them to see the second one. In this case, fewer swipes and exits are better.

Follower Statistics

Finally, you can find all the data about your audience, such as their average age, gender and location. This can be crucial to creating a good marketing strategy, especially when you’re planning to do paid advertising which relies heavily on data such as age & location.

Instagam Insights Audience Data

When you know all of the useful data about your audience, you can then plan your content to cater to their needs. For example, younger audiences may appreciate more humor, memes and trendy posts compared to older ones.

Overall, using Instagram analytics to your advantage is a must-do, especially if you’re looking to grow your page. Whether you’re a business or just an influencer, you will benefit from knowing about all of this data.

Invest some time to study your data, and you will make substantial profits from it.


Author: Tom

Tom is a professional marketing and growth manager who enjoys working with influencers and small businesses, helping them create & grow their unique brand. His secret lies within his extreme, in-depth knowledge of social media platforms and branding development.