Instagram Insights is an important tool to be aware of if you’re using Instagram for business. It’s a tool located within Instagram itself, making it very convenient to use. It helps you to track the success of your posts and find out more about who your followers are. This is important information to have if you’re aiming to increase your number of free Instagram followers and not revert to buying your followers.

What Is Instagram Insights?

This data analysis tool is found within an Instagram business account. Aside from opening up a business account, you don’t need to do anything else in order to have access to all this data, which is a real selling point for a lot of social media managers and Influencers.

The main data you’ll find is the demographics of your followers as well as their actions and your content. However, there is so much more available to you.

You’ll have access to the total number of impressions, reach and profile views from the last week, how many click-throughs to your website, how many followers you’ve added in the last week and data on individual Stories and posts.

Why Do I Need This Information?

The aim of this information is to help you compare the engagement of your different posts, and assist you in evaluating the success of your campaigns.

It’ll help you figure out what types of posts your followers are responding too, and thus what they want to see more of and what they don’t. It’ll help plan campaigns and monitor the success of these campaigns.

Individual Insights – A Breakdown

Follower Demographics

After clicking through to Insights, on the homepage click on the Followers section. Here you’ll be privy to a beautiful summary of demographics on your followers. This information is priceless in value because how can you target your posts to your audience if you don’t know who your audience is?

The information you’ll find on the Followers landing page includes a summary of gender, age, and location. Clicking onto See More allows you access to graphs breaking down data into more detail.

If you want more detail on location, for example, Insights provides you with the top cities and countries your followers are based. You can do the same for hours and days your followers are online, which enables you to reevaluate the days and times of day you are posting to Instagram and create a schedule for posting.


The Posts section within Insights automatically shows you data on your most recent three posts. Clicking through to See More allows you this information on additional posts.

There is a summary of the total number of impressions for every single post over the last year, which allows you year-on-year progress comparison.

Data analysis can be narrowed down in three ways.

  • Content type – all, photos, videos or carousel posts.
  • Measurement – comments, engagement, impressions, likes, reach or saved posts.
  • Time – seven days, three months, six months, one year or two years.

This is useful because it enables you to try the data relevant to what your goals are. If you are measuring the success of a certain campaign you can zero in on the time-lapsed since the campaign began.

It can help you solve problems you might be having. For example, you might find your content is reaching a high volume of users but they aren’t engaging with it. This tells you that your content is reaching people, they just aren’t interested in it. It helps you figure out what you need to change and evolve in your Instagram activity.

Measuring the success of the type of content is very valuable information too, as you can see which type of post your followers engage with the most and make that your first choice of post. Looking at individual posts engagement levels is useful in the sense you can try and spot patterns – are people enjoying posts with people in them, photos of products or competitions best?


In the Actions section, you can discover what action Instagram users took after viewing your post. Did they do nothing and keep scrolling, or did they visit your profile, follow you or click through to the link in your bio?

This information helps you see how people are reacting to your posts, which enables you to predict how they will act in the future. If you want more people to follow you after seeing your posts, take a look at which posts had that effect and try and incorporate more of those elements in your future posts.


The Discovery section tells you about the people who saw your post but who are not already following you. This helps you discover where else your posts are appearing and how many people you are reaching this way.

The breakdown of where they found you is in the form of:

  • Home – Your post appeared on their newsfeed.
  • Hashtags – They discovered your post when running a hashtag search.
  • Profile – They found your post by visiting your profile first.
  • Location – Your post was discovered through a location search or location page.
  • Search & Explore – Your post came up through a keyword search or was featured on the Explore page.
  • Other – This means your post could have been discovered by another user sharing it through a direct message, it was saved, or they were tagged or mentioned in your post.

Instagram Stories

When it comes to data on your Instagram Stories, you can look at them from the past two weeks combined or individually.

Data can be filtered to see the actions of viewers by whether they – tapped forward, backward, exited, replied or swiped away.

It’s useful to have in terms of finding out which of your Stories they are watching all the way through, and which content isn’t holding their attention.

For data on an individual Story, open the Story and click Seen By at the bottom left corner. This brings up information on which users watched the post, what actions were taken on the post and the total number of impressions and overall reach.

Paid Promotions

If you have any paid promotions happening on Instagram, Insights allows you to keep tabs on their progress.

The data it gives you is the number of visits to your profile after seeing the promo; how many users saw the promotion, how many impressions it got, the amount of engagement it received, the audience demographic details and finally, the amount of money they spent o your product after viewing the promotion.

Instagram Insights is a fantastic tool for helping you get more free Instagram followers. It is not only free and convenient to have it right there within Instagram, but it’ll help you find out who your followers are and what they want. This will help in the creation of content users want to see, which leads to an increase in engagements and authentic followers. They will be likely to stick around for a long time and continue to engage with your content on a regular basis – the recipe for a winning Instagram account!

Instagram Business Account Basics: Insights
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Instagram Business Account Basics: Insights
Instagram Insights is a free tool within Instagram, which analyses your posts and provides valuable data on posts. This guide breaks it down for you.
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