Having data on user preferences and behaviors is essential. Such data allows a company to better understand its audience, which is essential in the age of social networks.
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Many platforms offer analytics features that help businesses measure the impact of their marketing efforts across different channels to determine if optimizations are possible, such as targeting a different audience, posting at a certain time of day or by testing a new content format.
Instagram stats are no exception. This article explains how to understand and use these statistics to make the most of them during marketing campaigns.
Although there are several tools such as Hubspot to analyze your Instagram statistics, here we will focus on the features of the native Instagram application.
What are Instagram stats?
Instagram stats are a set of data reporting on the social performance of an Instagram page. These are indicators such as impressions, reach, engagement rate, clicks or even likes. Tracking your Instagram stats helps create a growth strategy.
Turn a personal page into a professional profile
Instagram stats are only available for business profiles. A personal page can be converted in a few steps:
- Make sure your profile is public, as private pages can’t serve as business profiles.
- Access Account Settings by tapping the gear icon.
- Press on Accountthen on Switch to a professional account.
- Then select the Facebook page to link the Instagram profile to. To have a business profile on Instagram, your business must have a Facebook page for your brand. If it doesn’t have one, Instagram offers the option to create one during this process.
- Review and update your contact information on the work profile setup page, then tap To end.
General statistics of an Instagram account
- Clicks to website
- Profile visits
To view your Instagram account stats, go to your profile, then tap the three horizontal bars at the top of the screen.
This is where you’ll find general information about interactions with your profile, such as the number of followers gained or lost over the past week.
Many indicators are available to analyze your profile.
1 – Prints
This figure corresponds to the number of times your advertisements were displayed on users’ screens.
2 – Scope
This number refers to the number of unique users who have seen one of your Instagram posts.
3 – Clicks to the website
This number indicates the number of clicks on the links included in your professional profile.
4 – Profile visits
This figure corresponds to the number of times your profile has been viewed.
5 – Subscribers
This figure shows the number of followers gained or lost over the past week, as well as the times your followers typically log on to Instagram. This data is valuable for planning publications.
Use Instagram post statistics
To view stats for a specific post, go to your profile and tap the post you want, then tap See statistics.
If you’ve promoted one of your posts, it will have an arrow icon next to it, like this:
You can then consult the statistics of the original post or those of the advertising campaign by pressing Promotion. Different indicators are proposed.
1 – Likes
This number indicates the number of users who have liked your post.
2 – Comments
This number displays the number of comments on a post.
3 – Recordings
This number is the number of unique users or accounts that saved your post or clicked the bookmark icon to save it to their collection.
4 – Shares
This figure shows the number of actions taken by users on your profile after seeing one of your posts: visiting your profile and then clicking on the link to your website or on the subscription button, for example.
5 – Discovery
These stats show where your post was most viewed or discovered, as well as how many people were unfollowing you when they first saw it.
It includes impressions data, which reflects the number of times a post was discovered from a specific section of Instagram, such as a user’s feed, search, your profile, hashtag, or location.
The Discovery section also includes data on a post’s reach, which is the number of views by unique users.
Use Instagram Story Stats
- Next story
- give up
Instagram users who have a business profile can also view their stories data. However, the platform does not offer statistics for live videos.
To view story data, go to your profile, then tap the three horizontal bars to get to your general stats page.
Scroll down to the Stories section to see data for stories that have already aired and those that are still active. Different indicators are available.
1 – Prints
This number indicates the number of times a story has been viewed.
When viewing it, keep in mind that multiple images or videos can be added to a single story, and each visual counts as a single photo or video in your post.
For example, if you add six photos to a story, Instagram will only count one impression per user, regardless of whether they viewed one or six photos.
This also applies to story content that has been viewed multiple times by a user, Instagram will only count one impression.
2 – Scope
This number refers to the number of unique users who have viewed your story.
3 – Next
This number is the number of times a user tapped a photo or video in the story to move to the next item.
4 – Back
This number corresponds to the number of times a user has tapped on a photo or video in the story to return to the previous item.
5 – Answers
This number reflects the number of times people have messaged you from your story.
6 – Next Story
This number indicates the number of times a user has swiped the screen to advance to the next account’s story. This should not be confused with data in the Next section, which shows the number of users who have advanced to the next item in your story.
7 – Withdrawals
This figure shows the number of times a user has left the Stories section and returned to the homepage thread.
To go further, download this free report and discover the Instagram data to know in 2022.