Alexis Kestler
As an influencer with over 100k dedicated Instagram followers, I‘m constantly analyzing metrics and fine-tuning my approach for stronger reach and engagement. And in my work consulting major brands on their social media strategies, ROI is a key focus that informs content planning and asset allocation.
So whether you‘re an aspiring or established influencer looking to grow, or a business owner getting started with Instagram marketing, understanding your performance analytics is non-negotiable.
In this comprehensive guide, I‘ll be sharing the exact Instagram insights you should be tracking, with real examples based on my industry experience. You‘ll also learn insider tips on creating analytics reports to showcase your value and command higher sponsorships.
Let‘s dive in!
Accessing Instagram Insights on Mobile
The first step is knowing where to view key Instagram metrics based on your device.
On iOS, tap the "View Insights" button on posts, stories or reels. You can also swipe up on stories or reels, or tap the options menu in the top right of your home screen.
On Android devices, tap the chart icon on posts and stories, or swipe up then tap "See Insights". The same home screen menu houses analytics.
Requirements: Only business and creator accounts have access to Instagram insights. So if you don‘t see metrics, you‘ll need to convert your personal profile first.
Key Metrics and What They Mean
Understanding the meaning behind each Instagram metric is crucial for gauging content effectiveness. Here are the top stats every influencer should be tracking:
Impressions
Definition: Total number of times your content was seen by users
Impressions indicate your overall reach and visibility. Are you hitting new users or just circulating among your existing following? Comparing impressions across posts spotlights your highest performing content.
Benchmark: 1 million+ impressions monthly is strong influencer range
Engagement Rate
Definition: Total engagement actions divided by impressions
For example, if you received 550 likes, 125 comments and 750 saves on a post with 10k impressions, your engagement rate would be (550 + 125 + 750) / 10,000 = 14.3%.
Higher is better, with 8-15% considered strong depending on your niche. Use this to identify your best formats. IGC data shows Carousels generate 4X more engagement than standard photo posts.
Saves
Definition: Times your content was saved by viewers for later
Saves indicate evergreen, referenceable content. Tactic idea: create in-depth tutorials or style guides around your niche that followers regularly refer back to.
Exits
Definition: % of viewers who exit your video before finishing
High exits signal issues like confusing captions, poor visual quality or topics missing the mark for your audience. Review exits to identify areas for improvement.
Follower Demographics
Definition: Breakdown of followers by age, gender, location and language
Optimizing based on your audience makeup is key. For example, my audience skews heavily 18-24 year old females interested in beauty trends. So I focus my content on new makeup looks and industry news rather than parenthood tips.
Best Practices for Sharing Insights with Brands
As an influencer, providing brands with your Instagram analytics builds credibility and demonstrates your expertise. You want to highlight metrics that convey value.
Here are my top strategies for creating persuasive reports:
1. Focus on Past 30 Days
Recent metrics give the best sense of your current reach and engagement levels. For new accounts, showcase monthly growth trends.
2. Contextualize Anomalies
If you have an unusually high or low metric, call that out and explain possible reasons why, like testing a new format or seasonality impacts.
3. Compare Post Performance
Include examples of top and bottom performing posts with metrics and explanatory captions showing what you‘ve learned.
4. Structure Visually
Using tables, charts or subheaders makes your insights readable rather than blocks of text. Include relevant screenshots as well.
5. Choose Strategic Range Lengths
I suggest 1 week reports to showcase recent wins, 1 month to indicate growth trends, and 3 months for annual goal setting.
The better context you provide around your metrics and performance, the more credible and strategic you appear to potential sponsors.
Getting clear visibility into your Instagram analytics provides tangible signals to inform a smarter content approach. Consistently tracking key metrics allows you to double down on what works and rapidly iterate what doesn‘t.
As an influencer, maximizing your Instagram impact starts with closely monitoring performance numbers. And for brands allocating budgets, partnering with creators who understand their metrics conveys social media savvy.
I hope this guide has armed you with the tools and best practices to unlock Instagram‘s analytics to drive reach, engagement and ROI. Feel free to reach out on Instagram @[myhandle] with any other questions!
