How to Use Instagram Analytics for Small Business

Updated: Sep 21



Since its inception on October 6, 2010, Instagram has undoubtedly experienced massive growth. And one of its milestones was when Facebook bought it for $1 billion in 2012. By that time, they had 30 million active users.


The move by the social media giant to purchase Instagram was faced with positive and negative feedback, but looking back to how the latter grew in 8 years, we can say that it was the right decision.


And since then, they’ve added a lot of features such as the Instagram story, Instagram Live, direct messages, Instagram Business accounts, and the integration of Instagram Business profiles with Facebook Business Pages.


As of June 2018, 1 billion people are using Instagram every month, making it the second social platform with the highest number of monthly active users next to Facebook.


What is Instagram Analytics?



Instagram analytics helps you to analyze the performance of your Instagram posts and your overall business profile. If you want to maximize its benefits into your marketing campaign, first, you need to have a Facebook Page, and you need to switch to an Instagram business account.


And you don’t have to worry about forming an LLC because you can make your business account even without it. Once you are done setting up your account, you can start seeing the stats of your profile such as details about your followers, your top-performing posts, stories, and a lot more.


By looking at your posts’ performance and other metrics, you will know the standing of your account. You can also gain valuable insights into how you can improve your Instagram content and engagement rates. Also, you will have a better understanding of the best time to post by looking at the metrics that show the day and time your followers are mostly online.


Why Use Instagram Analytics for Your Business?


No matter how huge and powerful Instagram is, if you don’t know how to use it properly, you will eventually pull yourself out of the platform. That is why you must look into your Instagram analytics, otherwise known as Instagram insights, so you will know if your social media strategies are paying off. Analytics play a huge role in your monthly analysis or audit.


If Facebook has Page Insights and Pixel, Google has Google Analytics, then Instagram also has Insights or Instagram Analytics.


How to Use Instagram Analytics for Business


Creating an Instagram business account won’t cause you a dime – it’s free. And with it, are useful features, like the analytics. Instagram analytics can be accessed easily through Instagram insights, the app’s native analytics tool. Unfortunately, it is currently not available for desktop users, so you need to access it through a smartphone or other mobile device.


Once you’ve installed the app on your phone, simply go to your profile by clicking on your profile picture. And then, you can access your insights by tapping the menu icon or three horizontal lines on the upper-right corner. Or you can click directly into the insights tab just below your bio.


Once you are in, you can track important data under the three tabs: activity, content, and audience. Switch from one tab to another by simply tapping on them.



Activity Insights


Before, this section has three key metrics: Profile Views, Follower Count, and Website Click-through. Now, Activity Insights are divided into two categories: Interactions and Discovery.


Under Interactions, you will know the number of your profile visits, and website clicks. If you listed your address, you will also know how many have asked directions to your business.


The Discover section shows you data as to how many unique accounts have seen your posts and stories in the last 7 days (Reach), and the total number of times your posts and stories have been seen in the last 7 days (Impressions).


Content Insights


This tab gives you insights for Feed Posts, Stories, and Promotions/Ads. By its name alone, you will know that this section gives you insights into the performance of your posts, and it also gives you an idea regarding your top posts that resound to your audience the most.


The Stories section lets you know the performance of your stories for the past 24 hours, 7 days, and 14 days. The Promotions/Ads section lets you see the performance of the ads that you are running through the platform.


However, based on experience, it’s best to run paid posts or ads through Facebook Business Manager or a third party tool because of the extra features. If you are not confident about setting up an effective ad, you can hire a social media manager or a Facebook Ads expert.


Audience Insights


Audience Insights gives you comprehensive metrics about your followers, where you can view under its 5 subcategories: Growth, Top Locations, Age Range, Gender, and Followers.


The Growth section shows you the number of accounts that followed and unfollowed you or left Instagram in your selected time frame.


The Top Locations section shows you the locations where your followers are mostly concentrated.


Age Range and Gender give you an insight into the age and gender distribution of your followers, respectively.


Finally, the Followers section gives you the average times your followers are online on Instagram. It has two key metrics, the hours and days. Under the “Hours” tab, there is an option to hover the days and under each day, you will see the exact times when your followers are active. This gives you a great idea regarding your posting times.


Best Instagram Analytics Tools


You can schedule posts ahead of time if you are concerned about forgetting to post at a certain hour. There are several tools that you can use for this just like the Facebook Creator Studio. And there are paid tools that give you extra features other than publishing posts but also doing engagements, analyzing data, and a lot more.


Some of these helpful tools are Sprout Social, Buffer, Sendible, and Hootsuite. If you are looking for in-depth analytics for your social media strategy, you can check out Union Metrics. To help you better understand how the tools work, you can try each platform using their free trial. Some of these tools offer 30 days free trial, while some give you 14 days.


Are You Ready to Try Instagram Analytics?



We bet you are, and you should. Remember, every second that you delay in using this valuable and free tool, your competitors are busy analyzing the data and crafting new marketing strategies to reach out further to their target audience. And by the way, their target audience also happens to be yours, too.


If you are looking for professional assistance, not just with Instagram Analytics, but across your social media channels and web presence, don’t hesitate to schedule your FREE consultation today.

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