Instagram Insights: Understanding Your Audience

Instagram is one of the most favourable and used social media platforms by individuals and also businesses for sharing content that are both static and in motion. Throughout the years, Instagram has gone through significant changes such as algorithm improvements, feed layout changes and more updates have changed the way content is received and engaged with. One of the major features added to Instagram is ‘Instagram Insights’, which allows users to view analytics that measures the performance of their content and to better understand their audience. 

Why should you take note of your Instagram Analytics? 

With a majority of digital users using Instagram on the daily, brands and businesses are also jumping on board as they truly see value in using Instagram as an advertising platform. With Instagram Insights, you are able to know who views your profile or sees your ads, how well your posts and stories are performing, and what value your account is actually driving. 

As shared by WordStream, if you’re not evaluating your Instagram analytics on a regular basis, then you could be:

• Targeting the wrong audience.
• Posting too frequently (or not frequently enough).
• Driving irrelevant visitors to your website.
• Driving calls from an ad type that you only used once!
• Ignoring mentions that could be leading to future partnerships.
• Posting during non-optimal hours of the day or days of the week.
• Missing opportunities for brand engagement in your comments or stories.

Use Instagram Insights to Further Understand your Audience.

One of the key benefits of Instagram Insights is that you are able to analyze how your audience reacts to your Instagram account and how they engage with your content. Under the “Activity” section of your Instagram Insights, you are able to analyze: 

Impressions: The number of times your posts have been seen during the time frame. Interactions: The number of actions taken on your account. Reach: The number of unique accounts that have seen any of your posts. Profile Visits: The total number of profile views over the week. Website Clicks: The number of times visitors have clicked the link to your website from your profile page. Call/email clicks: the number of times visitors have clicked the call/email button from your profile page. Mentions: the number of times your account’s handle has been mentioned by other users.

Every business has their ideal target audience, but does it align with the individuals that are viewing and interacting with your account? Instagram Insights also tracks your audience’s demographics in a section called “Audience”. You are able to track your audience's age range, gender and location. This key information helps you better understand who your followers are and where they’re from so you can assess whether you’re reaching your target audience on the platform.

In addition, these insights can assist in your Instagram ad targeting. For example, if you want to reach an audience similar to your followers, you can target the demographics of your current audience.  Analyzing Insights on Instagram indeed does bring a lot of value when it comes to understanding your target audience. It is also essential to understand your brand visibility on the platform and the demographics of those interacting on your account as this will help you craft content that is relatable and best suited to your audience.

Is your business on Instagram? Do you use the Instagram Insights feature to its full potential to aid you in crafting content?