Instagram is a powerful tool for businesses to connect with customers. But how can you tell if your Instagram marketing efforts are working? That’s where analytics come in. Let’s explore how you can make the most of your key metrics on this platform.

Setting up Instagram Analytics

First, you’ll need a Business or Creator account. Setting this up is simple; just select ‘Switch to Professional Account’ in your profile settings. Now you can view your analytics through the Insights button and select the metrics you wish to see.

Key Data to Focus on

To make the most of Instagram Analytics, think about what’s most important for your business. Here are some key metrics to consider.

Follower Growth

This shows your number of followers and can link an increase or decrease to a particular campaign or timeframe. So if you see a spike in followers, check which content was posted then to understand what attracted new followers and what your target audience is (and isn’t) interested in.

Audience Demographics 

With Instagram analytics, you can access your followers’ geographical location, age, and gender. This will show you who’s interested in your content and if there is a new audience emerging that you can now tap into. It will also help you post content at specific times when your followers are awake and active.

Engagement 

Your engagement rate is an important insight, as it helps you evaluate how well your account and posts are doing and sets a benchmark to measure and drive growth. 

Feeds and Stories Posts

When you click on individual Instagram posts, you can see likes, comments, and saves, as well as interactions (how many profile visits and website clicks), discovery, and impressions. This data indicates which hashtags are trending and which content drives click-throughs to your website. And for Instagram Stories, an insightful metric is navigation, which shows at what point people move on to the next story or stop viewing your content. 

Written by Stephanie Clark