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Instagram Insights: 3 Statistics You Need To Track As A Marketer

New to Instagram insights? Want to know which statistics you need to track as a marketer?

Keep reading to find out.

What are Instagram Insights

Instagram insights is a feature available to all Instagram Business Accounts that allows you to check your account statistics and see your content performance over time. This is a very useful feature especially if you’re marketing on Instagram.

So, if you have a Business Account and want to know whether your Instagram strategy is helping you grow your followers and which posts get the most engagement, you need to learn your way around Instagram Insights.

In this post, we’re sharing the top 3 statistics you need to track on Instagram. But first, you might want to know where to find this data. So let’s start from there!

How to check your Instagram Insights

There are two main ways in which you can access your Instagram insights data:

  • On the Instagram mobile app. Just open your Instagram app and click on the [Insights] button located under your bio. This will open up your Account Insights page (as shown below). From here you can find a range of statistics, graphs and charts that show you how successful your strategy was in the last 7 days.
  • Using an approved third party analytics app like Sharemyinsights. This app allows you to access a wider range of statistics, manage multiple accounts and see lifetime insights. Unlike the Instagram app, you can track your statistics from your desktop which is much more convenient.

Regardless of where you choose to get your insights data from, the most important thing is knowing how to analyze it and use it to improve your strategy. I know that many people get confused with seeing so many different types of statistics and don’t know which ones they should be tracking.

Here are 3 Instagram statistics you need to start tracking:

1.   Accounts Reached

Reach is an important statistic to track if you want to monitor your account growth over time. Accounts Reached indicates the number of unique users that have seen your posts, Stories, and IGTV videos. However, reach is different from impressions, which includes multiple views of your posts by the same account.

Use this statistic to check whether your content is optimised for reaching new people. If you see the number of Accounts Reached is decreasing for 3 or more consecutive weeks, it’s time to realign your content & hashtag strategy.

2.   Content Interactions

These statistics measure the level of interaction on your content in the last 7 days. The Instagram app allows you to see how much engagement (likes, comments, saves and shares) each of your posts, stories, and IGTV videos received and see which type of content format has performed better depending on your goal.

When you track interactions, take a look at these statistics:

For Posts & IGTV

  • Likes
  • Comments
  • Saves
  • Shares

For Stories

  • Replies
  • Shares

Besides that, you can also see how your top posts rank up to 2 years back based on a series of metrics. The most popular metrics to rank your posts are:

  • Top posts by likes
  • Top posts by comments
  • Top posts by reach
  • Top posts by profile visits
  • Top posts by follows
  • Top posts by website taps

3.   Followers Statistics

The top 3 wouldn’t be complete without talking about Followers Statistics. On Instagram, Followers insights help you understand how your audience is changing over time. But just because you are attracting more followers shouldn’t mean that you’re successful. You should always know that quality > quantity on Instagram. So knowing the demographics and location of your followers tells you how effective you are in attracting your ideal followers and which are the best times to post for engagement.

To understand your audience, look at the following statistics:

  • Followers Growth
  • Time Active

Note: The times are recorded and shown in Pacific Eastern Time so you may need to convert that data to your time zone.


Now that you have a better idea of the 3 main statistics you need to be tracking on Instagram, start checking your insights to see what’s working and what isn’t working for your target audience. Based on this data, you will be able to create more engaging content that gets more likes and more followers.

Time to start tracking your Instagram insights!

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About Lilach Bullock

Hi, I’m Lilach, a serial entrepreneur! I’ve spent the last 2 decades starting, building, running, and selling businesses in a range of niches. I’ve also used all that knowledge to help hundreds of business owners level up and scale their businesses beyond their beliefs and expectations.

I’ve written content for authority publications like Forbes, Huffington Post, Inc, Twitter, Social Media Examiner and 100’s other publications and my proudest achievement, won a Global Women Champions Award for outstanding contributions and leadership in business.

My biggest passion is sharing knowledge and actionable information with other business owners. I created this website to share my favorite tools, resources, events, tips, and tricks with entrepreneurs, solopreneurs, small business owners, and startups. Digital marketing knowledge should be accessible to all, so browse through and feel free to get in touch if you can’t find what you’re looking for!


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