Whether you’re a major brand or casual Instagrammer, keeping a close eye on your Instagram analytics can help you find areas to improve your presence and boost engagement.
For businesses, bloggers, and influencers, this translates into more leads, website traffic, and sales.
You can’t go wrong by tracking your data to figure out what works and what doesn’t. Here’s how to do it with Instagram analytics, free information you can find in the app, and other sources.
Instagram Followers Analytics to Track
Start by checking your Instagram followers analytics to see if your target audience matches up with the actual audience your posts are reaching.
If your audience doesn’t match, that’s okay too. By learning about your current followers through Instagram analytics, you can work with what you’ve got and create content they’ll enjoy. Look at figures like:
- Age groups: Instagram breaks ages up into typical marketing segments like 13-17, 18-24, and 35-44.
- Gender: Keep in mind Instagram also allows users to choose “prefer not to say.”
- Location: You’ll be able to see the top five cities.
- *Bonus* Time: The time of day your followers are most likely to hang out on Instagram.
- *Bonus* Days: The days of the week your audience typically opens their Instagram app.
Now it’s time to see how your overall profile performs. You can grab a lot of awesome information about your general Instagram presence from these metrics before even looking at your individual post performance.
- Impressions: How many times your posts showed up in hashtag searches or users’ newsfeeds.
- Interactions: The total number of engagements across your posts including likes, clicks, and comments.
- Mentions: People talking about you or trying to get your attention.
- Profile visits: How many times someone clicked over to your profile from another location on Instagram.
- Clicks: This figure tracks the off-site clicks to your URL from your Insta profile.
- Reach: While impressions tell you the total amount of times someone saw your posts, reach tells you the number of individual accounts.
- Contact links: How many times people engaged with your email or call buttons.
Individual Post Analytics
Instagram analytics for individual posts helps you figure out how your content performs on a micro-level.
Are you sharing the types of photos and captions that your followers want to see? Are your hashtags working?
Luckily, detailed Instagram analytics are free through the native app so long as you have a business account.
- Discovery: Anyone who runs a business account could win a coveted spot on the Instagram discovery throne! If one of your posts makes it into the Discovery page, Instagram will let you know here.
- Impressions: How many times a set of eyes saw your posts from a newsfeed, hashtag search, or another platform.
- *Bonus* Reach+: How many individual people saw your post. Instagram will also let you know which percentage of people you reached weren’t already following you.
- Interactions: How many people engaged with your post and the actions they took such as comments, likes, saves, profile clicks, website clicks, email button clicks, etc.
- Followers: How many new follows you gained from the post.
Finally, Instagram also lets you check how your stories performed. Stories are valuable Insta real estate because they instantly throw you to the top of your followers’ homepage.
- Reach: How many individual accounts opened your story.
- Impressions: The total number of times your story was viewed across all accounts.
- *Bonus* Replies: How many people sent a reply.
- *Bonus* Exits: The amount of times someone exited your story before it finished. ☹
Instagram Analytics to Track For…
Putting your analytics data together is only half of the battle. Understanding how to interpret those metrics makes all the difference.
Upping Your Follower Count
Obviously, you could start by checking your profile-level analytics to see how you’re gaining followers over time.
However, you could also check Instagram followers analytics on your individual posts to get a better idea of how your content performs. Start by looking at how many new followers you gain from a specific post.
Now, look at your reach and the percentage of people who saw the post but weren’t current followers. If several new accounts saw the post but didn’t click follow, that could be worth looking into deeper. Maybe they weren’t part of your ideal audience or the content wasn’t engaging enough for them to hit “follow.”
Exposure and Brand Awareness
Awareness and exposure are two of the best reasons to use Instagram as a blogger, brand, or professional.
Of course, more followers translate into more awareness but that’s not the only metric you can keep an eye on.
Stories are a great place to start. A low exit rate is good and a high reply rate is even better!
In terms of individual posts, impressions and reach are important because it means people are seeing your posts. Just because someone sees a post though, that doesn’t mean they’re remembering anything about it.
Instead, look at likes, comments, clicks to your profile, and best of all: saves. You can’t track when someone bookmarks a page on your website, but you can track when someone saves your Instagram post for later – this info is gold for awareness!
Boosting Engagement and Off-App Traffic
Start by tracking the obvious metrics like email, website, and call clicks if you’ve included these buttons on your page.
Next, look at the two bonus metrics mentioned in the first analytics section about your followers: active days and times. To increase your engagement and boost off-app traffic to your website, you’ll want to post when your followers are the most active on the platform.
Try an Instagram Analytics App
With Tailwind, you can also track your Instagram post analytics and much more. Tailwind’s algorithm scans your Instagram followers analytics and tells you the best time to post each day for optimal engagement.
The Tailwind algorithm also tracks hashtag analytics across Instagram and lets you know which relevant hashtags to include in each post to get your post in front of the right audience. Of course, you can also check the engagement analytics across your profile and posts as well.
Try Tailwind Instagram analytics for free now – no credit card required!