Instagram Insights

Have you created your business profile and now want to analyze how well you content is doing? Instagram Insights is a built-it tool on the app that provides data on follower actions, locations and more. It allows you to see the types of posts and stories that have a higher number of impressions, engagement, website clicks, and when used to plan future posts, it can lead to massive growth on your Instagram profile.

Screenshot 2019-06-18 07.39.14.png

Module Outline and Objectives:

  • What are Instagram Insights and where do you find them

  • Understanding the data from your posts, stories and promotions

  • How to plan future content based on previous Insights

Where to find Instagram Insights

First off, in order to access insights, you must have a business profile. Once you make the switch from a personal account to business, you’ll begin seeing Insights for all content posted after you made the conversion.

Word of advice/caution: If you change your business profile back to a personal one, you will lose all of your Insights data that has been collected.

Three ways to find Insights data

Account Page

  • Click the “hamburger” icon (three stacked horizontal lines) in the top-right hand corner of your account page then select Insights.


Individual Posts

  • Navigate to any post and in the bottom left-hand corner click View Insights.



  • Open any story and tap the profile pictures and “Seen by X” in the bottom-left corner. Alternatively, you can “Swipe Up” on any of your own stories.


Understanding your Insights from account page

The Insights homepage will automatically show a summary of data for the previous week. At the top of the homepage there are 3 different sections within Insights, they are Activity, Content, and Audience.


The activity section is broken up into Interactions and Discovery.

What are Interactions? This set of insights measures the actions people take when they engage with your account, including:

  • Profile Visits

  • Website Clicks

  • Emails

  • Texts

What is Discovery? This set of insights measures how many people see your content and where they find it, including:

  • Reach : The number of unique accounts that have seen any of your posts.

  • Impressions : The total number of times al of your posts have been seen.


The content section allows you to monitor the performance of Feed Posts, Stories and Promotions.

By default, the Content section shows the total number of Engagement for all of your posts in the past year.

To change the data, click See all >

Next, tap any of the blue links at the top of the page to open up the filters.

You can choose from the following filters:

  • Content type (All, photos, videos, carousel posts, shopping posts)

  • Measurement (calls, comments, emails, engagement, follows, get direction, impressions, likes, profile visits, reach, saved, shares, texts, and website clicks.

  • Timeframe ( 7 days, 30 days, 3 months, 6 months, 1 year, and 2 years)

Use this data when creating new content and trying to deliver value to your communities.



The audience section tracks how many Followers you’ve gained or lost in the previous week, as well as shows you the Top Locations of your followers, Age Range and Gender.

Additionally, this is where you find the Days and Times that YOUR followers are on Instagram. Use this data when creating your Content Calendar and also filling out the Best Times to Post for your audience.

This information helps you understand who you followers are and where they are from so you can determine whether or not you are reaching your intended audience.

Also, when formulating your Instagram Advertising strategy, use these insights to reach an audience that is similar to your current followers.


Insights from an individual post

To find the insights on an individual post simply tap View Insights in the bottom-left corner of any post.

At the top, you’ll see how many people Liked, Commented, Direct Messaged or Saved that post.

Interactions measure the actions people take when they engage with your post. For example Profile Visits.

The Discovery section on your individual post goes much more in depth on how many people see your content and where they find it.

Impressions: The total number of times your post has been seen.

This section then breaks down where people have seen your post. Whether it’s from your Home, Page, Hashtags, Profile, etc.

Reach: The number of unique accounts that have seen your post. The reach metric, according to Instagram, is an estimate and may not be exact.

Follows: The number of accounts that started following you based on that post.

Understanding your stories data

You can access your Instagram Stories data from the Insights homepage or directly on an individual story.

Viewing your Insights for multiple stories

If you want to access the data for multiple stories you need to go to the Insights homepage by navigating to your Page, tap the “Hamburger Icon”, then tap Insights.

Once there, scroll to the middle of the page and tap See all > in the Stories section.

By default, you will see Impressions for all of your stories in the past 14 days, however, you can view all of the following filters:

  • Impressions: The number of times a photo or video was seen in your story.

  • Reach: The number of accounts that saw a photo or video in your story.

  • Forward: The number of taps to see the next photo or video in your story.

  • Back: The number of taps to see the previous photo or video in your story.

  • Exited: The number of taps to leave your story.

  • Replies: The number of replies to this photo or video in your story.

  • Next Story: The number of taps to the next account’s story.

  • Link Clicks: The number of times the link on your photo.


Viewing your Insights for an individual story

To see the insights for an individual story, open up the story and tap Seen By in the bottom-left corner.

Similar to the data for multiple stories, this is where you can break down all of the individual stats. You can also view Replies, Link Clicks, Sticker Taps, Profile Visits and more.


Examining your Promotions

If you’re promoting posts or stories, you can find the insights for these on the bottom of the Insights homepage under the content section. The promotions are ordered by number of times they were seen.

You can view Active and Inactive promotions and see how many Promotion Clicks and how many people you reached that Weren’t Following You, among the same insights above.

In Conclusion

Insights is a free tool built within the Instagram app for analyzing all of your posts and stories. By understanding your Insights you will see what type of content is engaging, who is seeing your ads, and more. Moving forward, use this information to create the type of content that will resonate with your audience.

/*---------------------Active Campaign Code------------------*/ /*--------------------End---------------------*/