Enhancing your Instagram presence no longer needs to be a game of guesswork. The answers you seek are readily available within the app itself.


Instagram Insights, the in-app reporting feature, provides valuable performance data to anyone with an Instagram Business account. While it may not offer the same level of detail as advanced analytics tools, it is a valuable resource for on-the-go analysis.


This guide aims to demystify Instagram Insights and show you how to access and utilize it to analyze your data effectively. Additionally, we'll explore how you can combine this tool with advanced social analytics solutions to achieve faster and more impactful results.


What is Instagram Insights?

Instagram Insights is a free feature available to Instagram Business Account users. It offers performance data on your profile and posts, providing valuable insights into your audience's preferences and engagement patterns. With Insights, you can evaluate the success and effectiveness of your content, including grid posts, Stories, Reels, and Live videos. It is an essential tool for evaluating and optimizing your Instagram marketing strategy.


Accessing Instagram Insights

Before diving into the usage of the Insights tool, let's first understand how to access it. Please note that this feature is exclusively available on mobile devices, so make sure you have the Instagram app installed.

1. Go to your profile settings

Open your profile and tap on menu located in the top right corner of the app. From there, select "Settings" and then tap on "Account" to proceed.

2. Set up a professional account

To establish an Instagram Business account, tap on "Account type and tools" under the "For professionals" section in the Instagram Settings page.


You will find Account Type and Tools option. Click on "Account Type and Tools" item highlighted. Then you will see two options, the "Switch to Professional Account" option highlighted.


Tap on "Switch to professional account" to complete the setup.

3. Choose your business category

Instagram business categories allow brands to clearly define the purpose of their business above their profile description. Select the category that best represents your business.


Instagram Business account suggested business categories include: Product/Service, Gamer, Restaurant, Beauty/Cosmetics/Personal Care, Grocery Store, Photographer, Shopping/Retail, and Video Creator.


Note: The suggested categories are just a small fraction of the available options. Utilize the search function to find the most suitable category for your business, and don't hesitate to be specific.

4. Navigate to Insights

Now that your professional account is set up, you can access Insights from the same menu used for account settings.


Keep in mind that you can only access performance metrics for content posted after converting to a business or creator account. If you recently switched to a professional account, you'll need to wait until there is enough historical data to utilize the Insights tool.

Viewing Post Insights on Instagram

Instagram offers various content formats to connect with your audience, including grid posts, ephemeral content, short-form videos(Reels), and live streams. Let's explore how you can view insights for each of these formats.


Go to your Instagram profile and select the post you want to analyze. Tap on the "View Insights" button located below the image.

Instagram Reel Insights

To view insights on an Instagram Reel, navigate to the Reels tab within the Instagram app.


Choose the Reel for analysis and tap on the three-dot menu icon in the bottom right corner of the Reel. From the menu options, select "Insights."

Instagram Stories Insights

Accessing insights for your Instagram Stories is slightly different. After posting a story, you can view its performance metrics within 24 hours. Here's how:

1. Open your Instagram profile.

2. Tap on your profile picture at the top left corner of the screen, or swipe right from your feed to access your stories.

3. On your story, swipe up to reveal the "Seen by" metrics.

Instagram Live Insights

If you've conducted a live video on Instagram, you can access insights for it as well. Here's how:

1. Go to your Instagram profile.

2. Tap on the hamburger menu and select "Insights."

3. Under the "Content" section, tap on "Live" to view the insights for your live videos.

Leveraging Instagram Insights for Analysis

Now that you know how to access insights for various types of content, let's explore how you can analyze the data and gain valuable insights to inform your Instagram strategy.

1. Impressions and Reach: Impressions refer to the total number of times your content was seen, while reach represents the unique number of accounts that viewed your content. Monitoring these metrics can help you assess the overall visibility and reach of your posts.


2. Engagement Metrics: Instagram Insights provides engagement metrics such as likes, comments, saves, and shares. Analyzing these metrics helps you understand the level of interaction and interest your content generates. Look for patterns and trends to identify the types of posts that resonate most with your audience.


3. Audience Demographics: Insights offers valuable demographic information about your followers, including their age, gender, and location. Understanding your audience demographics allows you to tailor your content to their preferences and create targeted campaigns.


4. Content Performance: Instagram Insights allows you to compare the performance of your posts over time. Pay attention to the metrics for individual posts, such as engagement rate, to identify your top-performing content. This knowledge can guide your content creation strategy and help you produce more engaging posts.

Integrating Advanced Analytics Solutions

While Instagram Insights provides valuable in-app data, integrating advanced analytics solutions can enhance your understanding of your Instagram performance. Third-party analytics tools offer more comprehensive insights, competitor analysis, and the ability to track hashtags and keywords. Consider exploring these tools to gain deeper insights and refine your Instagram marketing strategy further.


Instagram Insights is a powerful tool for understanding and optimizing your Instagram presence. By accessing and analyzing the data provided, you can gain valuable insights into your audience, content performance, and overall Instagram strategy. Remember to combine in-app insights with advanced analytics solutions to unlock even more opportunities for growth and success on Instagram.

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