Instagram Insights 2021: A Guide to Interpreting the Data –

If you want to professionalize your Instagram profile or want to be an influencer of life, you have to measure the success -or failure- of your Instagram posts. Otherwise, how do you know what your audience likes? For this we are lucky to have Instagram Insights, a free tool, which is found within the app itself and which gives us a lot of relevant information to know the impact of the publications.

Even if you think that the only factor to succeed on Instagram is to be creative, the truth is that this does not matter if you do not have a more analytical vision to know what really works. And that is what we are going to try to explain to you today.

If you have ever wondered what impressions are on Instagram or how you can see the impressions on the platform and what accounts reached mean, read on because we tell you about that and much more.

What are Instagram statistics

Instagram Insights is a tool that is within the Instagram application, it is totally free, very complete and allows you to see the results of each publication, of the stories, of the behavior of your followers or of the profile in general. It provides us with very interesting statistical data to know who interacts with your content and how they do it.

How to view Instagram stats

Instagram does not make this data available to anyone. In general, the only requirement is that your profile must be a professional (and public) account in order to benefit from Instagram Insights data.

This is so because the application itself understands that you do not want to see this data if your profile is personal and private. Thus, only those who want to activate the professional profile option will be able to benefit from this very useful data.

How to turn your personal Instagram profile into a professional account

For this, you have to go to Settings → Account → Switch to professional account → Choose the option which category best describes your account (it is not something static, you can change it whenever you want).

EYE! Remember that when you switch to a professional account, your profile will automatically be public and your photos and videos can be seen by any user. In addition, you will no longer have to accept followers and all pending follow requests will be approved automatically.

If you just created your professional profile, you need to wait a while for the data to refresh and posting new data to see your Instagram Insights.

How can we see Instagram Insights

Now that your profile is professional and that you can see the Instagram Insights data, we will tell you how you can access the Instagram statistics.

There are several ways to get to Instagram statistics:

1. From your own profile, just below the bio, you will find several buttons: Edit Profile, Tools, Contact and … Insights.

two. Another route is from the 3 lines, where you look for the settings, there is also a button with the Insights.

3. But also in each post, whether it’s in the feed, stories or reels, you can also see the statistics of a specific post and analyze the performance of that post.

• • Post to feed
  • Instagram Reels
  • instagram stories
  • IGTV

Instagram Insights, learn to interpret the data

If you want to create a content strategy on Instagram, we recommend that you be aware of your profile statistics to analyze what content your audience likes and what you should stop creating because it is not successful.

Now that you know how to access the statistics of your Instagram profile, it’s time to learn how to interpret the data. You can see the number of likes or comments, but your profile analytics can take you one step further. Do you want to prove it?

But before starting with the kit of the question, I leave you here a Instagram Insights Mini Dictionary so that you have at hand what each of the metrics means and facilitates its interpretation -although I will also explain it as we interpret the data, don’t panic-.

If you want to know what impressions are on Instagram or how you can see impressions on the platform and what accounts reached on Instagram mean, read on.

Impressions

Number of times a post is viewed. The same person can view the publication more than once. If you have wondered what impressions are on Instagram, we leave you this example.

If your aunt comes in 50 times to see your publication, you will have 50 impressions.

Scope

Number of people who have seen a post. In this case, if the same person views the post multiple times, they only count as one person.

In this case, it doesn’t matter if your aunt comes to see the publication 50 times, because the reach will be 1 person.

Interactions

An interaction is a like, a comment, clicking the call button, etc.

Here tell your aunt to comment as much as she wants, to share the posts with her contacts and to like your posts. It is the best way to increase reach and reach more users.

times saved

Number of times a post is saved.

Tell your aunt to save the posts so she can refer to them later. The Instagram algorithm highly appreciates that users decide to save a publication because it understands that it has been very interesting for the user and that the content is of value, which is why they want to consult it at another time.

Instagram Insights Summary

On the first screen you will find a summary of Insights and a data on how many followers you have obtained compared to a specific period, which is usually the previous week but you can modify it.

Scope

Accounts reached. Among the accounts reached, we find the following:

• • Followers and unfollowers who have reached your account based on reach. For example, your posts have reached 9 users, 2 of them are followers and 7 of them are not. This already gives you information about which users are consuming your content.
  • The type of content and its scope. If they are publications or stories, for example, and the scope of each of them.
  • Impressions. Number of times your post has been viewed. Remember that they are not unique users, since the same user can see the publication several times.

• • Profile visits. Number of times users have entered the profile.
  • Touches on the website. Number of users who have touched the website button when entering your profile. If out of 50 visits to your profile, only 2 have visited your website, it is telling you that few people come to your website from the Instagram profile.
  • Taps on the “Email” button. It is interpreted the same as the previous point.

Interactions

Interactions with the content. Going into interactions, we can find the interactions available for each type of content: posts, stories, reels, IGTV and live videos. Today we are going to focus on the two most used types of content on the platform.

• • Interactions with publications. You can choose to show you the interactions in the publications by choosing the type of publication: photos, videos or by sequence (this is that it orders the publications from lowest to highest depending on the metric you choose). Types of metrics for publications:
    • Scope.
    • Impressions.
    • Interactions: Likes, Video Views, Followers, Hits on “Send Email” Button, “Send Message” Button, “Call” Button, “Website” Button, Company Address, times it has been saved or visits to the profile.
• • Interactions with stories. Types of metrics for stories:
    • Behind. The number of times a user has clicked to view your previous story.
    • Ahead. The number of times a user has clicked to skip to the next story.
    • Next story. The number of times a user has clicked to jump to view other profiles’ stories.
    • Dropouts. Number of people who stop seeing your story and leave.
    • Scope. Number of unique users who have viewed your story.
    • followers. Number of followers gained from stories.
    • Impressions. Total views of your story.
    • Profile visits. How many users have visited your profile from the stories, by clicking on the icon of your profile that appears on the top left.
    • Clicks on the link. Clicks on the link sticker you have placed in your stories.
    • Taps on different buttons:

• • • • Tap the Send Message button. How many times have they replied to your story via the “Send Message” option.
      • Touches on the website.
      • Tap on the call button.
      • Tap the Send Email button.
      • Tap on your business address.

your audience

This section is important to discover your buyer person and target your branded content correctly. You can also base your posting times on the busiest times or countries and cities in which they are located.

• Total Followers. It gives you a data regarding the previous period, which is usually a week.
• Increase. It shows the increase and decrease of followers through a graph. You can click on the graph to show you specific days.
• featured places. It tells you what cities or countries your audience is from. You will be able to know where they read you from and it will help you to adapt the content to the language or share news and events from each area.
• age range. It shows you the ages of your followers, both men and women, as well as all together. It is interesting to know the age range that prevails in your audience to adapt the content. It is not the same if your audience is made up of people under the age of 25, but it is made up of people between 30 and 50 years old. Interests, the way you should address yourself, change depending on the profile of your audience.
• Sex. It tells you with a graph if there are more women than men in your audience. You will be able to adapt your content to your audience, it will even help you to know how you can address users and use inclusive language.
• Busiest times. For each day of the week, it shows you the hours and days when there is the most activity in your account.

Content you have shared

This section is very useful to know how the publications are working. It tells you the number of posts, stories, reels, IGTV or live videos that you have shared and the insights of the posts that you have promoted.

On the one hand, we find the publications in the feed where we can see the statistics for up to a full year and, on the other hand, we have the stories, with a maximum period of 30 days of analysis. In both cases, it gives us the option to sort the posts in order of success based on reach, impressions, comments, etc.

• Publications. You can filter by content type (photos, videos), by metric type (reach, impressions, likes, etc.), and by time period.
• stories. Just like for posts, you can filter by metric type and time period.
• reels. Just like for posts, you can filter…