The Ultimate Guide to Using the Instagram Analytics Feature

“If the metrics you are looking at aren’t useful in optimizing your strategy, stop looking at them.” All thanks go to Mark Twain for breathing life into that quote. With Instagram, it’s easy to forget that there’s a method to the madness, a strategy behind the beautiful photos. After all, it’s a highly visual app. For some, it may seem like Instagram relies purely on creativity and killer photography skills. Good news: it doesn’t. There’s a way to form a strategy for your Instagram game, and it starts with a little thing called the Instagram Analytics feature.

Do the numbers really matter?

The short answer is yes. The numbers absolutely matter; they drive your strategy and the success of your business. If you’re not looking back at the past performance to try to build future performance, you’ll plateau. No one wants that!

Using Instagram Analytics

First, it’s important you know that you have to have an Instagram business profile in order to utilize the analytics tool. It doesn’t take too long, though, and it’s definitely worth it. If you haven’t already, switch over to the Instagram business profile.

  1. Once you’re in, go to the menu icon in the top right corner of your profile. Its symbol is a group of three horizontal lines.
  2. Then, tap “Insights.” This will take you to a section where you can view your analytics using three tabs: Activity, Content, and Audience.
  3. Click around and have fun with it!


The Activity tab will tell you a lot about your overall reach. This is where you’ll see how many accounts you’ve reached over a period of time and the number of impressions you earned. When you’re curating organic content, this is key — because it will help you understand what’s working and what isn’t working. That way, you can keep improving so that eventually, you’re on an upward trajectory for your organic reach.


Head to the Content tab for a deep dive into your post-by-post content strategy. This is where you can analyze which posts are performing well with a side-by-side numeric comparison against other posts. You can look at CTAs, engagement, follows, saves, reach, website clicks, comments and more. You can also use this tab to look at the performance of your stories. The Content tab probably won’t give you a birds-eye view of numbers and your overarching strategy, but it will help you dissect the small details and the quality of your content — which is an important piece of your content strategy puzzle.


A lot of content strategists love looking at the Audience tab to better hone in their marketing strategy. Why? It helps you target your message (and sometimes totally reorient it) so that you’re getting to the right customers/users. Looking at this tab shows you who’s engaging the most — what they’re like, what they’re into, how they react to your content. And this helps you get a better idea of who the best target might be for your brand. With this tab, you can see things like age, gender, location, and typical activity time for your most active followers.

In the world of social media, Instagram Analytics is a powerful tool. It’s fairly easy to use, and with a little help (you can always call on us!), you can go a long way with your content strategy. Ready to dive in? So are we! Reach out, and we’re happy to help you.