ACCESSING INSTAGRAM ANALYTICS
You can view your analytics through the Insights tab in the Instagram app, which is viewable on your phone or via the web using Later or another analytics tool. https://www.socialmediaexaminer.com/5-free-instagram-analytics-tools-for-marketers/
To access Analytics, tap the menu icon on the top right corner of your profile, and click on the "Insights" tab. Keep in mind that you will only be able to find analytics for posts & stories published after you switched to a business profile.
Before you review content performance, it's a good idea to analyze your audience demographics so you can calibrate your content to appeal to the key demographics you seek. To understand your current appeal to particular groups, evaluate your current analytics, including the demographic data associated with them, such as gender and age breakdowns. Using the AUDIENCE TAB you can track patterns of engagement with your content by demographics, which helps you calibrate your content strategy.
THE ROLE OF LOCATION
It’s not enough to understand the ages and genders of your audience members, but also their location. This can have a significant impact on the social engagement rate, as you might find that different strategies engage different segments of your audience. This also impacts the time you choose to post, as 3pm might be optimal in California when tapping the 18-24 age range, but less effective with that same demographic in New York. You can be more effective by understanding the patterns of engagement based on the data provided by these tools.
Here are the Instagram Analytics terms that can be used to measure the performance of your content in engaging users. Making adjustments to these can help you develop your most successful content strategy.
The impressions metric is every time a user observes your post, regardless of whether they scroll past it, read it, or otherwise interact with your content on a page. It tells you the opportunities you have to be seen, but not what your users did once they saw it. If you have a high level of impressions but few engagements, you should calibrate the content to draw users to engage directly.
Like Impressions, Reach is related to views of your posts, but focuses on the number of unique accounts viewing them. Reach refers to the actual number of users, not the level of views by those users. This is where your understanding of the demographics of your users is vital to making changes to your content to improve engagement.
This metric refers to the number of times that your post was liked, saved, or commented on, which is a deeper measure of success for your content strategy. It is the collective interaction that all users made with your post, regardless of what they did with it. If a much larger audience of users are seeing your content than engaging with it, you should ask yourself “why”. Notice which posts have the best engagement, who is engaging with them, when the engagement is taking place, where your users are located, and what are the attributes of the users you’re trying to reach.
SAVED: The “saved” metric refers to the number of unique accounts (reach) that saved your posts. This lets you know that your post was valued by your users. If users save your post, that means that your content is valuable enough to them that they plan to revisit it.
PROFILE VISITS: This is number of times your profile was viewed, which tells you that you have successfully piqued the curiosity of your users beyond an individual product, post, or story. Profile visits show that users want to know more about your company, which leads to additional engagement.
FOLLOWS: The number of accounts that started following you. This is the ideal engagement metric because it shows the intention of users to continue engaging with your content in the future. Since individual users have a limited amount of time to spend on social media, gaining follows is an excellent indicator that you’re tapping into their needs and wants.
The percentage of users that engage with your posts, calculated by dividing the number of likes and comments by your follower count. Engagement rate is a percentage.as not only has your content made an impression, and your reach accounted for, but the level of engagement is compared to the number of users. An engagement rate of 1% - 3% is considered good.
MEASURING VIDEO PERFORMANCE
Your audience retention is measured differently for video because a video might be clicked on and watched for one second or watched all of the way through. The amount of your video watched by users is helpful in understanding the success of your video. This is also why you don’t want to include longer videos. If users navigate away from your video before it ends, you might want to consider length as well as regular content considerations.