About Instagram Insights
This feature is only available on the Instagram mobile app.
Certain Messaging-related metrics, ad campaigns, and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.
You can use Instagram insights to learn more about overall trends across your followers and your content’s performance with your audience. You can also view insights for specific posts, Stories, IGTV videos, Reels, and Live videos you've created to see how each one performed and how people engaged with them. Insights are free and available only for business or creator accounts.
You can view insights from your profile in the Instagram App. Here, you’ll have access to a summary page, as well as tappable metrics that lead to different screens with more details. On each of these screens, you can tap the (i) in the top right corner to see definitions for each metric listed on the screen. You can also tap the drop-down at the top of the screen to select a preset or custom timeframe, within the past 90 days, for when to view insights.
The following insights are available for professional accounts on Instagram:
  • Recent Highlights: This section announces any notable increases in account performance in your selected preset or custom timeframe within the past 90 days.
  • Overview: This section showcases the total number of accounts reached, content interactions, followers and approximate earnings (if applicable) for your selected preset or custom timeframe within the past 90 days. You can tap on each of these metrics for a more detailed breakdown.
    • Accounts Reached: When you tap on this metric, you’ll see the total accounts you’ve reached, as well as a visual breakdown of reach for your followers compared to non-followers (people who’ve viewed your content but don’t actively follow your profile). You’ll also see a visual breakdown of your reach sorted by content type, as well as your top posts, Stories, IGTV videos, Reels, and Live videos sorted by reach.
      • Below, you’ll see your account’s impressions and insights on your account activity, such as profile visits. If you have an action button on your profile, you’ll see the number of taps on that button. For example, you can see data on website taps, email button taps, business address taps and call button taps.
    • Content Interactions: When you tap on this metric, you can see a detailed breakdown of your post, Story, IGTV video, Reel, and Live video content interactions. These include likes, comments, saves, shares, replies and other actions on your content. You can also see your top posts, Stories, IGTV videos, Reels, and Live videos sorted by interactions.
    • Total Followers: When you tap on this metric, you can learn more about trends across your followers when you have at least 100 followers. These insights include growth (how many followers you've gained or lost), top locations of your followers, age range and times they're most active on Instagram.
  • Content You Shared: This section showcases the content you’ve posted and boosted across feed, stories and IGTV for your selected preset or custom timeframe within the past 90 days. If you want to see all the posts, Stories, IGTV videos, Reels, and Live videos on your account, you can tap under each content type to go to the media library. Here, you can view and filter all your content by media type, reach, interactions and time frame.
You can also tap View Insights under individual posts, IGTV videos, and Reels, or swipe up on your stories and IG Live videos, to view insights specific to that piece of content, including:
  • Interactions: This section displays what actions people take when they engage with your account.
  • Discovery: This section keeps track of how many people see you content and where they find it.
  • Ad: This section will provide more information on your post if it’s been boosted.
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