Do you really know how your Instagram content is performing and how your audience is responding to it?
Running a successful account is all about listening to what resonates the most with your audience. When your page becomes a useful resource for your followers as opposed to a broadcasting tool for your business, that’s when your account really starts to flourish.
But how can you really tell what’s working and if one post is more successful than another? It can be so confusing to know where to start when it comes to insights.
To be able to view your insights you need to have a professional or creator account and insights are only available on the app, not via the desktop. Head to the hamburger (3 white lines) icon in the top right-hand corner of your profile and scroll to insights.
Delve in at the end of each month and keep an eye on the five key metrics below.
Reach - how many individual accounts are seeing your content?
Tracking reach will help you determine which posts are bringing eyes to your content. For instance, are your carousels (up to 10 images in one post) or your Reels dominating the top three posts? Can you work out if one format consistently outperforms another?
Comments - what’s driving conversation?
It’s so easy to scatter likes as though they are confetti on Instagram but when someone takes the time to leave a comment, that tells you that your content has had an impact. Comments are such a strong factor in building a community. Always keep an eye on which posts are driving the most comments and plan more along a similar theme.
Saves - which posts are users finding useful and want to refer back to?
The holy grail of engagement as the Instagram algorithm loves a save. If a user finds your content valuable enough to save for later you’ve hit the jackpot. Never assume someone knows what you know: always think about how you can be useful to your followers and share that valuable content.
Followers - how is your account growing?
Hopefully, your follower number is steadily increasing. Remember that it’s totally normal for follower numbers to fluctuate but ideally, you’re seeing gradual growth which indicates users are enjoying your content and want to see more of it. If you’re in a steady decline it’s time to try something new.
Hashtags - how are your hashtags contributing to brand awareness?
Tracked slightly differently: open any of your posts and click ‘View Insight’ in the bottom left-hand corner. If your hashtags are working, you will see the number of fresh eyes they have brought to your post listed under ‘Impressions’. If there is no figure listed I’m afraid they are currently bombing and you need to rethink them.
By keeping tabs on what’s working well and what can be improved, you can plan future content that is consistently popular with your audience. This in turn will massively improve the overall performance of your page and ensure you meet all your Instagram objectives.
Milla Richardson @pinkstormsocial