How to Use Instagram Insights in 2024 – A Guide for Success

Instagram Insights

Are you ready to elevate your brand on Instagram and gain insights into your audience like never before? Instagram Insights offers an array of powerful tools that can help you understand your followers. As well as optimize your content strategy, build brand awareness and ultimately achieve better results. Let’s dive into this comprehensive guide on how to use Instagram Insights in 2024 for success.

Short Summary

  • Instagram Insights is a powerful tool that provides insights into user behavior, optimizing content strategy, and increasing ROI.

  • Key metrics to track include Reach, Impressions, and Engagement to identify potential brand ambassadors.

  • Leverage third-party tools for advanced analytics such as Hootsuite, Iconosquare, or Sprout Social.

Understanding Instagram Insights

Instagram account

Instagram Insights is a powerful tool that enables businesses to monitor user engagement metrics. In addition to gaining insights into their target audience, and making informed marketing decisions for their Instagram feed. To access Instagram Insights and analyze the behavior of Instagram users, you need to have a Business or Creator account.

The Accounts Reached section of Instagram Insights provides insights on reach, impressions, and other metrics. All of these are essential for Instagram brands to understand their audience. Then to track Instagram followers and user-generated content, navigate to Insights Overview and click Total Followers.

Benefits of Instagram Insights

Utilizing Instagram Insights offers a range of advantages. Including gaining insight into user behavior, optimizing content strategy for Instagram posts, and increasing ROI. Comprehending user behavior can assist brands in pinpointing their target demographic. Producing content that is well-received by them, and evaluating the success of their initiatives using an Instagram business account.

Optimizing user-generated content strategy can enable the best brands on Instagram to craft content that resonates with their target audience. Also, pinpoint top-performing content, and test out different formats on the Instagram mobile app.

Improving ROI can assist the best brands. Brands such as an American digital media company, in maximizing their return on investment by gaining insight into their audience. While creating content, optimizing their content strategy, and utilizing third-party tools for advanced analytics account insights.

Key Metrics to Track

Instagram Insights provides metrics such as reach, impressions, engagement, profile visits, website clicks, and content interactions to be tracked, which can help in identifying potential brand ambassadors. The Reach metric in Instagram Insights indicates the number of unique users who have viewed your Story, which is crucial for developing an effective Instagram strategy.

The Impressions metric in Instagram Insights indicates the aggregate number of views your Story has received, helping you understand how your content resonates with users in their everyday life.

The Engagement metric in Instagram Insights measures the total number of interactions with your Story, such as likes, comments, shares, and views, which is particularly important for fashion brands to gauge their audience’s interest.

Setting Up Instagram Insights

Switching to a Professional or Business account and connecting your Facebook page are necessary steps to set up Instagram Insights. Especially since this can be beneficial for a lifestyle brand to understand its audience better. To initiate using Instagram Insights, the first step is to establish your Professional or Business Account, which can be advantageous for an American women’s clothing brand or beauty brand to view insights and analyze its target audience.

To access the Settings page on Instagram, please click the hamburger icon on the top-right corner of your personal account profile and then select “Settings” on the pop-up. The “Accounts Reached” page can be found under the “Account Activity” section. It provides helpful insight into Profile Visits. Profile Visits demonstrate the number of people who have viewed your profile. This is an important indicator of your visibility on the platform.

Switching to a Professional Account

To switch to a Professional account on Instagram, first access the app and click on your profile picture. Then, select the Settings option from the pop-up menu accessed by clicking the hamburger icon at the top-right corner of your profile. On the Settings page, select the Account option from the list menu. Choose the relevant category and click “Done” to access Insights with a Professional account or switch to a Business account.

With a Professional account, you can gain immediate access to Insights. Freelancers or content creators can further their efforts by transitioning to a Business account. Select the hamburger menu in the top right corner of the profile to switch to a Business account. This will provide more marketing features to help boost your business. Then, select “Settings” and “Account”. At the bottom of the page, select “Switch Account Type”. Finally, select “Switch to Business Account”.

Connecting Your Facebook Page

To connect a Facebook page to an Instagram Business or Professional account, navigate to the profile and select the “Edit Profile” button.

Under “Profile Information,” click “Connect Facebook page” and follow the prompts to link the Page or create a new one.

Navigating Instagram Insights

Instagram insights overview tab

Instagram Insights includes three tabs: Overview, Content, and Audience. The Insights Overview is the main page of Instagram Insights, providing a comprehensive overview of performance metrics such as Accounts Reached, Accounts Engaged, and Total Followers.

To access insights for individual posts on Instagram, you can navigate to your Instagram profile and click the button labeled “Insights” located above your posts. Then find the Insights menu, and click on the hamburger menu icon located in the top right-hand corner. Also, as an alternative, you can select Insights from there. You can access Insights for all your posts, reels, live videos, and more on the same page. This will help you understand how well your content is doing on social media.

Overview Tab

The Overview tab of Instagram Insights provides an overall summary of the performance of the account, such as reach, engagement, and followers.

The Overview tab provides a summary of essential metrics, including Accounts Reached, Accounts Engaged, and Total Followers.

Content Tab

The Content tab in Instagram Insights provides data related to individual posts on the Instagram account, including photo and video content, Stories, and promotional paid posts. Also, this tab offers insights including reach, impressions, engagement, and more for individual posts.

The Content tab offers insights such as reach, impressions, engagement, and more for individual reels. The Content tab offers insights including reach, impressions, engagement, and more for individual live videos.

Audience Tab

The Audience tab in Instagram Insights provides demographic data regarding your followers, such as age, gender, location, and follower status. The tab provides an analysis of followers by age, gender, location, and follower status.

The Audience tab provides data regarding the most active times of your followers, for example, the days and times when they are most likely to interact with your content.

Analyzing Post Performance

Analyzing post performance

Analyzing post-performance entails measuring reach, tracking profile visits and followers, ascertaining website clicks, and monitoring content interactions. Also to determine the conversion rate on Instagram, divide the number of followers by the number of visitors and track the result over time to assess any changes in the rate.

Tracking content interactions entails measuring likes, comments, and saves. Go to Accounts Reached in your Profile Activity. Then you’ll find Website Taps there.

Engagement Metrics

The engagement metrics available in Instagram Insights include likes, comments, shares, and saves.

Engagement metrics in Instagram Insights encompass likes, comments and saves. The engagement rate is determined by dividing the total number of likes and comments by the follower count, and then multiplying by 100 to obtain a percentage. A suitable engagement rate is typically between 1% to 5%.

Reach and Impressions

These metrics refer to the number of distinct accounts that have encountered your content, while Impressions correspond to the aggregate number of times your content has been viewed, including if the same account views your content multiple times.

Reach and Impressions can be accessed in the Accounts Reached section to view insights for those who have viewed your Instagram posts.

Optimizing Content Strategy with Instagram Insights

Optimizing content strategy

In order to determine the success of content, audience feedback should be solicited, audience demographics should be monitored, and analytics should be utilized to target the appropriate audience. Additionally, optimizing one’s Instagram profile and employing keywords and hashtags appropriately can also be beneficial.

Exploring images, videos, stories, and videos may be beneficial. In order to maximize engagement, it is recommended to take into account the optimal times for posting, utilize scheduling tools, and monitor post performance with analytics.

Identifying Top-Performing Content

A screenshot of Instagram Insights dashboard

To identify top-performing content with Instagram Insights, navigate to Accounts Engaged in Insights Overview. Engagement metrics by content type are available for analysis. The Content You Shared section provides a breakdown of the engagement rate, reach, impressions, and saves for each individual post made. Then this data can be used to assess the performance of different types of content.

Experimenting with Different Formats

Utilizing Instagram Insights, one can experiment with their Instagram content in different formats by altering the posting day/time and adapting content based on performance and demographics. Also, experimenting with different visual content and formats, and assessing their performance with the help of Instagram analytics.

Instagram Insights provides data on audience engagement, reach, and performance of various types of content. Then experimenting with different formats can aid in increasing engagement and reaching a niche audience.

Scheduling Posts for Maximum Engagement

To schedule posts for maximum engagement using Instagram Insights, navigate to Insights Overview. Then click Total Followers to see the follower breakdown page, including gained/lost followers and followers’ active times.

The Best Time to Publish feature can be leveraged to identify the most opportune times for posting.

Utilizing Instagram Stories Insights

Utilizing stories

Utilizing Instagram Stories Insights involves tracking key metrics for stories and analyzing story performance. The essential metrics for stories encompass reach, impressions, replies, exits, and taps forward/backward.

To assess story performance, one can compare the metrics for each story to determine which visual storytelling techniques are performing the best. Additionally, one can use the insights to recognize trends and optimize their content strategy.

Key Metrics for Stories

The key metrics associated with Instagram Insights for stories include reaching, impressions, forward taps, back taps, and completion rate. Also, reach refers to the aggregate of unique accounts that have viewed your story. Impressions refer to the total number of views for a given story.

The metrics for replies are the number of times people have responded to your story. Exits are the number of times people have departed from your story. Forwards are the number of times people have disseminated your story.

Analyzing Story Performance

To assess story performance with Instagram Insights, navigate to the Audience tab and scroll down to Growth. This will present a chart that displays follower changes by the day. Additionally, the Content tab offers metrics such as impressions, reach, completion rate, reply count, and more for Instagram Stories.

Impressions, reach, completion rate, reply count, and more can be used to assess story performance. The most effective approach to setting a benchmark is to measure the drop-off rate after your first Instagram story slide. Yes, third-party tools like Hootsuite, Iconosquare, and Sprout Social can be utilized to assess story performance.

Instagram Reels Insights

Instagram reels

Instagram Reels Insights involve tracking key metrics for reels and analyzing visual content performance. Also, view count, comments, likes, accounts reached, and play count are essential metrics for evaluating reels.

To assess Reel performance, utilize the metrics to refine your strategy and increase engagement with your followers.

Key Metrics for Reels

The metrics available for reels with Instagram Insights include plays, accounts reached, likes, comments, saves, and shares. Reach is the total number of distinct accounts that have viewed your reel. Impressions refer to the aggregate sum of views on a given reel.

Replies refer to the number of comments on your reel, exits indicate the number of viewers who stopped watching your reel before it concluded, and forwards signify the number of times your reel has been shared.

Analyzing Reel Performance

To assess Reel performance with Instagram Insights, navigate to your profile page and select the Insights button. You can track metrics such as reach, likes, comments, plays, saves, shares, and engagement rate to assess the success of your Reels.

By analyzing these metrics, you can gain valuable insights into how your Reels are performing and make adjustments to your content strategy accordingly. This will help you create more engaging content and reach a wider audience with relevant content.

Leveraging Third-Party Tools for Advanced Analytics

Leveraging third-party tools for advanced analytics

Third-party tools for advanced analytics can be advantageous in that they can help streamline processes and provide more comprehensive insights into Instagram performance. When selecting a third-party analytics tool for Instagram, it is imperative to consider factors including the tool’s official partnership with Instagram or Facebook, the metrics it monitors, and whether it furnishes insights into audience demographics and behavior.

Meta Business Suite is a native analytics solution for Instagram that is available on a desktop.


A social media management platform that provides analytics and insights for Instagram, Facebook, Twitter, LinkedIn, and TikTok. Hootsuite Analytics offers comprehensive metrics across popular networks such as Facebook, Instagram, Twitter, LinkedIn, and TikTok. It provides organic, owned, and earned metrics, as well as customizable reports and a full set of analytics tools.

Hootsuite provides metrics such as engagement, reach, impressions, and more. Additionally, it offers customizable reports that can be tailored to the user’s requirements. Hootsuite offers custom recommendations based on the user’s data and insights, helping to optimize content strategy and maximize engagement.


Iconosquare is a comprehensive analytics and management platform designed for social media marketers. It provides advanced analytics and reporting capabilities for Instagram, Facebook, Twitter, LinkedIn, and TikTok, including post-performance analysis, social analytics, report exporting, and post analytics.

Iconosquare enables users to monitor hashtags and influencers to gain insight into their performance and engagement. This can help users recognize trends, optimize their content strategy, and assess the success of their campaigns.

Sprout Social

Sprout Social is a social media management platform that assists businesses and organizations with managing their social media presence. It offers comprehensive analytics and reporting functions.

Sprout Social’s Premium Analytics offers enhanced reporting capabilities, such as selectable metrics, interactive charts, filtering capabilities, report link sharing, an analytics API, and more, to provide deeper insights on engagements, audience, and additional metrics.

Sprout Social provides a range of extra features, including social listening, content scheduling, team collaboration, and more.


In conclusion, Instagram Insights is an invaluable tool that can help businesses understand their audience, optimize their content strategy, and ultimately achieve better results. By leveraging the power of Instagram Insights, as well as utilizing third-party tools like Hootsuite, Iconosquare, and Sprout Social, brands can gain a competitive edge and reach new heights. So, are you ready to harness the full potential of Instagram Insights and elevate your brand to the next level?

Frequently Asked Questions

How do I view Instagram insights?

Viewing Instagram Insights is easy and straightforward. Just go to your profile page, click on Insights, and then choose the metric you want to view such as impressions, reach, engagement, etc.

You can also look at metrics for individual posts or stories to gain more insights into how they performed over time.

What do Instagram insights tell you?

Instagram Insights provides valuable data and analytics about the performance of your profile and posts, so you can gain insights into what resonates with your audience. From insights about the reach of your posts to in-depth data about when followers are online and engagement rates, Instagram Insights provides an invaluable resource for marketers.

How do I see Instagram insights past 90 days?

To view Instagram insights beyond 90 days, you need to connect your Instagram account with With this connection, you can access data from any point in the past week, including total audience demographics and Stories section insights.

This is not possible through the Instagram app alone.

Do Instagram insights show who views your profile?

Unfortunately, no, Instagram does not show who views your profile. While it allows you to track stats such as the reach of your posts, clicks, followers, and interactions, it doesn’t offer users a way to track individual profile visits.

Overall, Instagram does not provide a way for users to see who has viewed their profile, however, they can get an idea of the level of activity around their page through Insights on the content they post.

What brands do well on Instagram?

Brands that do well on Instagram are those that evoke strong emotions, tell a story, provide useful content, and create beautiful visuals. They use the platform to develop relationships with their followers and create brand loyalty.

By understanding the platform and its users, brands can tap into insights and create content that resonates with their target audience. They can use the platform to showcase their products and services, build relationships, and create a strong brand identity.

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