How to Grow Your Business Using Instagram Insights

Chloe Bucknell

Instagram Insights: a set of numbers that will drive you mad if you don’t know what you’re looking for.

In this guide, we will explain the basics of Instagram insights and provide tips on how to use analytics to improve your Instagram strategy.

To do this, all you need is the Instagram app and a business account.

You will soon see how satisfying it is to watch your followers and engagement grow.

Why should you use Instagram for your business?

If you aren’t using Instagram for your business, then you’re missing out on easy and mostly free marketing opportunities.

The app has over 500 million daily users and is a great networking tool.

By not using Instagram to market your business, there’s an extremely high chance your competitors are ‘stealing’ the majority of your sales.

What are Instagram insights?

Instagram Insights

Insights is a statistics-tracking feature created by Instagram, which at the moment is only available through their app.

It can help you learn more about your audience.

More specifically, what kind of content they engage with most.

You can then analyse how and why some of your posts perform better than others.

The best part? Instagram insights have some of the easiest statistics to understand because all the numbers are explained.

So, even if you’ve never looked at your performance stats before, you’ll be able to improve your results right away.

To access your Instagram insights, you first need to make sure that your Instagram profile is set to public, and that you have a business account.

If not, you can easily change this by scrolling to the bottom of the settings page.

What metrics are available?

If you click on the “insights” tab on the app, you’ll see quite a few metrics.

If you tap on each statistic heading, it will give you more details such as:

Recent highlights: Instagram tells you about any significant increase in your performance within the last 7 days. It compares this to your data from the previous period. For example, “You received 130%+ more content interactions in the last 7 days.” You can then use this to reflect on why you experienced this increase – did you share a story or promotion that did well that week? If so, do it again!

Overview: This section includes three important metrics; Accounts Reached, Content Interactions, and Total Followers. From the main page, you can see the percentage of each metric and whether it has increased or decreased over the last 7 days. You can then tap them to get more information. We will discuss this section more below.

Content You Shared: This shows you all of the posts you’ve shared in your Instagram feed, your Stories, and IGTV in the last 7 days.

TIP: Don’t worry too much about the number of followers you have!

If your goal is to grow your business on Instagram, then engagement and interactions metrics are much more important.

Accounts Reached: here you can see how well your content has performed by arranging your top-performing posts, stories, and videos by reach.

Most importantly, you can see how many people have visited your profile and tapped the call-to-action button on your profile.

Why is this such an important metric?

Your “reach” refers to how many individual accounts see your content on Instagram.

Regardless of how many times they view it or if they interact with it.

If your goal is to build brand awareness, then tracking reach is the best way to monitor your progress.

Content Interactions: shows you how people have interacted with your posts, stories and videos in more detail.

This can be useful to show which kind of content your audience likes the most.

Total Followers: Yes, this metric shows you how many followers you’ve gained or lost, but more importantly you can gain important information such as age, geographical location, or when they are most active on Instagram.

This can come in handy when you’re trying to work out the best time to post on Instagram.

At the bottom of the total followers section, you’ll see two graphs.

One for the hours in which your followers are most active on the app, and the other shows your which days they are more active.

For example, if the majority of your audience are most active on Friday mornings, then you can utilise this by scheduling your posts for this time in order to get the best engagement.

Online scheduling tools such as Later are really useful if you have a busy schedule.

How to check insights on your Instagram posts, stories, and IGTV videos

If you click “View Insights” on a post, story or video, you can view the insights for that specific post so you can see how well it’s doing. This section is split into 3 things:

  • Interactions: on this tab you can see how many likes, comments, and saves your posts has earned. Saves are important because they indicate that a follower wants view your content again later or share it with someone. Keeping track of this on your posts will allow you to identify which type of content your audience is interested in, and you can focus on creating more of it.


  • Discovery: Alongside the interaction numbers, you’ll also find the discovery metric. This shows you how many new accounts you’ve reached and how you’ve reached them. For example, they may have found you through a hashtag, therefore showing that you need to use this particular hashtag in the future in order to reach more people.


  • Promotion: If you’ve paid to promote a piece of content, the promotion tab will show you how well it is performing. It shows metrics such as number of people who viewed the promotion, number of engagements, and audience demographics.

TIP: Try checking the numbers on your most recent story and see how many people have interacted. They can do this by clicking on tags, replying to it or interacted with stickers.

If you’re seeing that a number of viewers are leaving right away, then it may be time to consider adjusting the type on content you’re using to make the stories more interesting.

If you view your stories from the insights page, you will see all the stories that you’ve posted from the past 2 weeks.

By default, Instagram will show you the impressions data for all your stories such as:

Taps forward

Taps back



Swipes away

If you stick to using these metrics, you will soon be able to establish what works.

Most importantly, you will see what doesn’t so that you can start focusing your time on creating content that you know your audience will like.

Remember that even in 2020, social media is a learning process.

Try, review, improve and then try again.

Social media is a trial-and-error game, but you will eventually find the method that works for your brand.

Here at CB Digital, we have a dedicated in-house social media marketing strategist who is available to help you establish yourself on Instagram, as well as design and schedule engaging content.

Sarah Ward

Sarah Ward

Marketing Intern

CB Digital Nottingham Marketing Agency