Data can help you understand your audience. It will tell you how they do things, what they like and who they are. You can certainly make business decisions based on intuition, but when you can use cold facts to verify your hypothesis, you are more likely to reach your goal.

Data and analysis can help you measure the impact of marketing efforts across different channels to determine whether you need to take different measures—for example, targeting different audiences, publishing content at specific times of the day, or experimenting with new content formats.

Social media is no different from other aspects of marketing because it can be measured and improved.This is why you will be able to create more effective Instagram strategy Use Instagram Insights.

The following is an analysis of this channel that marketers need to know and understand-and how to use them.

View Instagram Insights: Customer visits page on Instagram

To use Instagram Insights, you must first have a business profile. If you are already using a personal account, you can switch to corporate profile. Here’s how to switch your account in a few simple steps.

1. If you have not yet created a Facebook business profile for the same role.

The Instagram business profile gives you access to other features and tools to help you expand your audience. However, to set up an Instagram business homepage, you need to create a Facebook homepage for your business. You can add payment credentials and more via Facebook. Click here for instructions on setting up a Facebook page If you haven’t.

2. Make sure your Instagram profile is public. Private data cannot be used as commercial data.

You want to expand your audience and let Instagram users who are not familiar with your brand see your posts. Therefore, before converting your Instagram profile to official Instagram business profile, you need to make it public. Here are the steps:

Step 1: Navigate to your profile and click on the hamburger icon in the upper right corner.

Turn Instagram into a business profile: click the hamburger menu

Step 2: Click the shift wheel icon to access your settings.

Convert Instagram to business profile: shift wheel icon for settings

Step 3: Select “Privacy”.

Turn Instagram into a business profile: privacy in the settings menu

Step 4: Turn on the switch next to “Private Account”.

Convert Instagram to business profile: Instagram private account switch

Your Instagram profile is now public.

3. Return to your settings page and click “Account”.

Return your Set up Open the page by clicking the hamburger icon and clicking the shift wheel icon. Alternatively, you can use the back button on your phone to get there.

Tap account In the settings menu.

Convert Instagram to a business profile: account in the settings menu

4. Select “Switch account type”, and then select “Switch to corporate account”.

Convert Instagram to a business profile: switch to a business accountBy choice Switch to corporate account, You are effectively converting your Instagram profile into an Instagram business profile.

5. Follow the instructions on Instagram to set up your business profile.

You will be asked to view and change detailed information about your business, including business category, contact information, etc. You will also be prompted to select the Facebook page to associate with your profile (from step 1).

6. Click “Finish”.

After setting up as a business account, you can start using Instagram Insights. Here is how to get started.

1. Open the hamburger menu and click “Insights”.

To see an in-depth understanding of the entire Instagram account, first visit your profile.Then, at the top, click the hamburger icon and select Insight From the menu.

View Instagram insights: Navigate to insights from the Instagram menu

From there you will arrive Recent highlights On the page, you will see some general information about how people interact with your profile, such as the number of followers you have gained or lost in the past week.

Check out Instagram insights: recent highlights page on Instagram

Next, we will dive into more specific profile insights that you can explore.

2. Measuring range.

Click on Account reached section. Coverage reflects the number of unique users who have seen any of your Instagram posts.

View Instagram Insights: Customer visits page on Instagram

In this category, you will see insights on:

  • impression -How many times have your posts been seen.
  • Account activity -Personal data visits, website clicks and other activities.
  • Popular posts -Posts that generate the most impact and engagement.
  • headline News -Instagram snapshot posts that generate the most impact and engagement.
  • Popular IGTV videos -IGTV videos that have the greatest impact and participation.

Some of these insights can be expanded to get more insights.

3. Track personal data visits and followers.

Under Account Activity on the Accounts Reached page, you will be able to see Personal data access.

Personal data access Reflect the number of times your profile has been viewed.

4. Determine the number of hits on the website.

Website click Can also be found below Account activity section. This insight reflects the number of clicks on any link contained in your business profile.

5. Track content interactions.

Navigate back to Recent highlights And click Content interactionThis will open a page that shows how your content has performed in terms of engagement, breaking down metrics by content type.

View Instagram Insights: Content interaction page on Instagram

like Self-explanatory, it reflects the number of users who like your post. Same as liking, Annotation Reflect the number of comments left on Your post. save Highlight the number of unique users or accounts that saved your post or clicked the bookmark-like icon that appears below it in their feed.

6. Keep track of your followers.

Navigate back to Recent highlights then click Total followers. Then you will arrive Follower segmentation page.

View Instagram Insights: Follower segmentation page on Instagram

This page reflects the number of followers you have gained or lost in the past week, as well as the average number of times followers use Instagram each day-these data are very useful when planning your posts.

7. Know what actions have been taken on your posts.

To view insights on a specific Instagram post, first visit your profile.Tap the post you want to view, then click View insights Below the image.

These insights indicate the number of actions users have taken on your profile as a result of seeing your posts-such as visiting your profile and then taking actions such as clicking on your website link or following you.

View Instagram insights: Instagram insight actions

source: Instagram

8. Use “Discover” to see where your post appears in the feed.

As the name suggests, these insights indicate where is it The most of your posts were seen-or discovered-including how many accounts did not follow you when they first saw the post.

This section includes the following indicators impression, Which reflects the number of times your post was found in a specific location on Instagram, such as a user’s homepage activity, search, your profile, location tag, or hashtag.

View Instagram Insights: Instagram Insight Discovery Function

source: Instagram

Discovery Insights also includes data about the reach of your posts-this reflects the number of unique accounts that see your posts.

9. View story insights.

Finally, Instagram users with business profiles can view insights into their short stories.

To view your story insights, navigate back to insights and scroll down to What you share Partly about Recent highlights page.

Scroll down to story Section, you will be able to view insights about older stories and any stories that have not yet expired.

Next, we will dive into more specific insights that you can explore.


This insight represents the number of times your story has been seen.

When reviewing these insights, remember that you can add multiple images or videos to the story. After you do this, every visual content in your story is treated as a photo or video in your post.

Suppose you add six photos to the story.Whether someone views only one or all six, Instagram will only count the entire story you received One impression.

The same goes for stories viewed multiple times by a single user. Instagram still only regards this interaction as an impression of the entire Story.


This insight reflects the number of unique users who have seen your story.

Click forward

This insight reflects the number of times users click on your story photo or video to jump to the next media.

fight back

This insight reflects the number of times users clicked on your story photo or video to return to the previous media.


This insight reflects the user’s send Message The text box in the story.

Reply to Instagram story

Slide away

This insight reflects the user swiping to jump to Next account Story-don’t be mistaken for “click forward”, this reflects the user skipping your Next story media.

drop out

This insight reflects the number of times users leave story Part completely back to the home feed.

Use Instagram Insights to measure your efficiency

Now that you know how to access the data to inform your strategy through Instagram Insights, you can analyze that data and determine which content is effective (and which is not) for your audience. From there, when you consider these benchmarks, it will be much easier to create content that gets a lot of engagement.

Editor’s note: This article was originally published in January 2018, but has been updated to be comprehensive.

Hub Marketing Blog

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