A Quick Guide to Instagram Analytics

Person holding iPhone with Instagram Analytics on the screen

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Instagram analytics is now a must-have tool for individuals, influencers, and businesses alike. Understanding how to leverage Instagram insights is essential to enhance your content performance.

To manage Instagram, especially business Instagram, your focus should not only be on content production. Of course, by optimizing headshots or profile photos, content in feeds and stories, both images and videos, as well as interactive content that engages the audience.

More importantly, you also need to regularly measure how your Instagram is performing through Instagram analytics. Whether you want to enhance engagement, track growth, or fine-tune your content strategy, this concise guide can help you navigate the platform. 

We’ve highlighted some important metrics you must know and some robust tool recommendations to use.

Instagram Analytics Metrics

First, let’s understand essential Instagram metrics. These metrics are similar to other social media metrics like YouTube and TikTok. They inform you about content performance and audience behavior.

For example, you know how your explainer videos perform on Instagram, including how effective they are in attracting potential customers and converting them into paying buyers. Here are five Instagram analytics metrics you must know.

1. Engagement rate

An engagement rate shows the level of interaction and involvement from your audience. It measures views, likes, comments, and saves. The higher your engagement rate, the better your content performs.

Typically, you will see engagement rate as a percentage. The number is calculated by dividing the total number of engagements (likes, comments, shares, and saves) by the total number of followers and multiplying by 100 to get the percentage.

If you’re an influencer, a higher engagement rate is crucial to attract brand collaboration. Meanwhile, for brands, this metric shows the effectiveness of your content strategy and the level of connection your audience has with your posts.

In your internal corporate, you can also measure employee engagement by creating a separate measurement tool regarding how much it contributes to improving your company’s social media performance.

2. Follower growth

The number of followers you have on Instagram can affect many things. The more followers you have, the more difficult it is for you to generate higher engagement. However, followers can also show your credibility to audiences.

In Instagram analytics, follower growth measures the rate at which your follower count increases over a specific period. It’s an indicator of your account’s overall popularity and reach.

To measure this metric, Instagram subtracts the starting follower count from the ending follower count. The result is then divided by the starting count and multiplied by 100 to get the percentage growth.

Steady and consistent follower growth is essential for expanding your brand on the platform. Sudden spikes or follower count drops can indicate the impact of your content or any external factors affecting your account.

3. Reach and impressions

Reach means the total number of unique accounts that have seen your content. It gives insight into the actual size of your audience, not only your followers.

On the other hand, impressions represent the total number of times your content has been displayed. This metric also counts multiple views by the same account.

Instagram usually provides these two metrics, and their exact calculation may vary. Reach is the count of unique viewers, and impressions include all views, whether unique or repeated.

Both are essential insights to help you gauge the visibility of your content. For instance, higher reach indicates that your content reaches a broader audience. Meanwhile, higher impressions mean your content gets multiple views from the same accounts.

4. Click-through rate (CTR)

Click-through rate (CTR) is one of the most important metrics you must check regularly. It measures the percentage of people who act on your post, such as clicking on a link in your post, story, or bio after seeing your content.

This metric is also relevant if you aim to drive people to visit your website, landing page, e-commerce, or Instagram profile. So you can drive higher traffic and followers to your business’s platforms.

Instagram calculates CTR by dividing the number of clicks on the link by the number of impressions (views). Then. The result is multiplied by 100 to get a percentage. CTR can also measure the effectiveness of the CTA in your content.

5. Hashtag performance

Hashtags are a part of Instagram metadata that can boost your content discoverability. In Instagram analytics, hashtag performance evaluates the effectiveness of your hashtags.

It evaluates engagement and overall impact on your content’s visibility. Understanding which hashtags perform well allows you to refine your hashtag strategy. You can identify which hashtags drive visibility and engagement.

For instance, look at specific hashtags that generate impressions, reach, and engagement. You can optimize your content using those hashtags to boost content performance in the future.

Instagram Analytics Tools

Using third-party analytic tools can help you manage Instagram content and gain more prominent results furthermore effectively. You can schedule, optimize, and analyze content easily. So, we’ve listed five top analytics tools for Instagram that you can use.

1. Instagram Insights

Instagram Insights is built explicitly for Instagram. This tool can be helpful if you run Instagram or influencer marketing and are trying to measure the online reputation of a brand or influencer.

It offers a built-in analytics tool and provides a detailed overview of your account performance and audience demographics. It analyzes individual posts, stories, and IGTV videos for performance insights.

With its insights, you can gain content metrics and information on follower demographics, including age, gender, and location. Here are some other key features you can use:

Other Key Features

App integration

User-friendly interface

Content metrics

Audience demographics

Optimization insights

2. Hootsuite

Hootsuite is not a new name for seasoned social media marketers. It’s a popular social media management platform that includes Instagram among its supported channels.

From scheduling to analytics, it has plenty of valuable features to help you stay efficient. It also offers social listening features to monitor mentions and interactions related to your brand or specific keywords.

Other Key Features

Supports multiple social media platforms

Centralized management

Content scheduling

A comprehensive analytics dashboard

3. Sprout Social

Whether you work individually or as a team, Sprout Social can cater to all your needs. It’s a social media management and analytics platform focusing on data-driven decision-making.

It performs in-depth analytics on engagement, audience demographics, and overall account performance. It also combines messages from different channels into a single inbox, including Instagram.

Other Key Features

Advanced analytics tools

Reporting tools 

Collaboration features

Content scheduling 

Audience demographics

4. Later

Originally, Later is a social media scheduling platform that supports various social media channels. Its primary focus is simplifying content planning and scheduling.

However, regarding analytics, this tool can provide crucial content metrics, including audience growth. It also lets you create a clickable landing page for Instagram to enhance external link visibility.

Other Key Features

Visual content calendar

Hashtags suggestions

An intuitive interface

5. Iconosquare

Iconosquare is another comprehensive solution to help you dive deeper into Instagram insights. This platform is designed for Instagram and Facebook with tools focusing on analyzing and optimizing content.

It provides detailed analytics, which helps you gain in-depth results on engagement rates, content reach, and follower demographics. Also, the competitor analysis features offer insights into competitors’ strategies and performance.

Other Key Features

Content scheduler

Content management

Audience Insights

Hashtags analytics


Instagram analytics presents data on your content performance and audience behavior. While reading numbers can be easy, understanding the real insights can be tricky. So, knowing how to extract information from analytics results has become essential.

If you want more comprehensive insights, using Instagram tools can be an option. Investing in top-rated tools like those above can help you manage content and generate reports more efficiently.

Author Bio

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).