The Practical Guide on How to Access Instagram Insights and Metrics

How to Access Instagram Insights and Metrics

What Instagram Analytics Contributes to Your Business Strategy

This platform already reaches 89% of users outside the United States. Besides, 90% of Instagram users worldwide followed a brand. With a billion users on Instagram today, this means that 900 million users follow at least one brand on this social network.

Observing these figures, it is not only essential to be present on the platform to have access to these users and connect with potential customers, but also an opportunity to know the behavior of the users who interact with your brand, and the value both quantitatively and qualitatively that each of them has for the objectives of your company.

Thanks to Instagram Analytics, it will help you understand the performance of your posts, help you target the right audience, help you to measure and improve your performance, etc.

How to Access Instagram Insights

There are two ways to access your Instagram Insights:

1. Through Facebook page

In principle, this new analytics part of Instagram will be available by accessing through Facebook Analytics, so you will need to have your Instagram account linked to the Facebook Page of the company or brand. However, at the moment, not all users have access to this tool, so if you do not find this option you can count on Praise to have access to this analytics, or wait to have access available.

2. Through Instagram App

To view Instagram Insights you need to switch your Instagram Personal Account to Instagram Business Account. To do this go to your Instagram App and follow the below step-by-step process.

1. Make sure your Instagram Personal Profile is set to Public because Private accounts can’t switch to Business Accounts. And make sure you have a Facebook Page already set up so you can connect your Instagram Business Account later at step #4.

2. Go to your profile

3. Access settings by tapping on the three lines in the top right corner of the screen

4. Tap on “Account” and then on “Switch to Business Profile.” You will be asked to connect your Instagram Business Account with a Facebook Business Page.

To access the Insights follow the following:

1. Click Insights Tab below your bio or tap on the three lines in the top right corner of the screen

Locate Instagram Insights

2. Tap Insights

Insights are divided into 3 segments:

1. Content

Under this segment, you have the following:

Overview: This set of insights displays the total number of posts, stories and promotions shared for the current week.

  • Posts: the total number of posts created for the current week.
  • Stories: the total number of stories created in the last 24 hours.
  • Promotions: the total number of promotions create for the current week.

2. Activity

Under this segment, you see the following:

Discovery: this set of insights measures how many people see your content and where they find it.

  • Reach: the number of unique accounts that have seen any of your posts or stories in the last 7 days. The reach metric is an estimate and may not be exact.
  • Impressions: The total number of times all of your posts and stories have been seen in the last 7 days.
Interactions: this set of weekly insights measures the actions people take when they engage with your account

  • Profile visits: the number of times your profile was viewed.

3. Audience

Under this segment are the following:

Growth: you can track how your audience has grown over the last 7 days or a single day. All numbers are calculated using Pacific Standard Time.

  • Overall: this is the number of accounts that followed you or left Instagram in your selected time frame
  • Unfollowed You: this is how many accounts unfollowed you or left Instagram in your selected time frame.
  • Followed You: this is how many accounts followed you in your selected time frame.
    • Top Locations: the places where your followers are concentrated.
    • Age Range: the age distribution of your followers.
    • Gender: the gender distribution of your followers.
    • Followers: average times your followers are on Instagram.
  • Followers – Hours: average times when your followers are on Instagram on a typical day.
  • Followers – Days: the days of the week when your followers are most active.


You will have to understand that a good Social Media Manager must pay close attention to the data that Instagram provides so you can create the best content strategies to grow a business. However, if you do not analyze the data, you will never know if they are working or not!

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