To measure the metrics, Instagram contributes a lot. Instagram is the fourth most used social network in Brazil, according to the October 2020 report produced by We Are Social in partnership with Hootsuite. There are more than 95 million Brazilian users.

This huge audience, not only in Brazil, made the network an excellent digital marketing tool. Thus, knowing how to use Instagram metrics is essential to increase the engagement rate and the number of followers on your social networks.

Therefore, we will explain how these metrics work in this text.

Before starting it is important to know

Having an account on the app is an opportunity to share personal content and, in addition, Instagram is increasingly looking to invest in purchases and sales within the platform. For those who own a digital business, it is one of the most powerful social networks to leverage sales. But for that, it’s important to know how to read Instagram’s metrics to calculate its performance and have good results in the long term.

Having your brand present on this social network is essential, but it is not enough for the public to know what type of digital content you sell. You also need information about your audience. That’s why it’s important to measure your engagement rate on the network. This way, you will be able to understand if your communication is correct and if it is reflected in good results.

In order to use metrics on Instagram, the user needs to create a business or business profile. With the business profile, in addition to being able to view all the metrics, he can add his service provision category and an email and telephone number for contact, among other information that is not available in a personal profile.

Instagram Insights Metrics

See how Instagram Insights metrics work

After creating the business profile, Instagram allows you to access the Instagram Insights tool. With it, you can view all your data in real time. Just click on “view professional profile” and then “view all insights”. After that, go to “Accounts Reached”.

• Impressions: Number of times all your posts have been viewed. A single user can view your post more than once;
• Scope: number of people who viewed your posts;
• Profile visits: how many people have seen your profile;
• Clicks on the website: amount of clicks on your website’s profile;
• Clicks to Email: Number of clicks to send an email.

With this data, you can see the amount of interactions, which is nothing more than the set of actions performed on your profile per day, which helps to identify your performance.

Instagram Stories Metrics

How to identify metrics in Instagram Stories

The stories on Instagram are important for the company to maintain continuous engagement with the public. Therefore, it is worth posting stories that make the audience interact. The ideal is to keep posting stories daily and find out through the engagement rates which are the times of greatest viewing.

To access Instagram Stories metrics, go on Instagram Insights to the “Stories” section. There, you can access the range of all stories in the last 30 days and, by clicking on each one separately, you have access to the following information:

• Impressions: number of times content was viewed in your story;
• Reach: number of users who viewed content in your story;
• Next: number of taps to view the next content of your story;
• Back: number of taps to view your story’s previous content;
• Quit: number of taps to leave your story;
• Responses: number of responses to the content of your story;
• Next story: number of taps for the next account’s story;
• Link Opens: Number of times a link was clicked on your photo or video.

These metrics are important for planning the type of content to be posted, making it clear which materials are of interest to the audience. Thus, if a large number of followers are leaving or skipping your stories, it means that this content does not arouse the interest of the majority.

Metrics in Instagram feed posts

Metrics in Instagram feed posts

On Instagram Insights, go to “Publishing”. There, you’ll find publication metrics up to the last two years, as well as the reach of each. However, Instagram also offers the ability to view post metrics individually, as well as IGTV videos in the feed. To do this, you just have to go to the post and click on “see insights”. Scroll up the app screen to access the following information:

• Likes: number of users who like the post;
• Comments: users who commented on the post;
• Saved: number of users who saved that publication;
• Profile visits: number of times your profile was viewed after you made that post;
• Website clicks: users who clicked on the link that is present in the Instagram biography.

Instagram also features other important engagement rates in the “discovery” area, such as:

• Home: number of people who saw the post in the feed itself;
• Location: number of people who viewed your feed from one location;
• Profile: number of people who viewed the post on your profile;
• Hashtag: number of people who found the post through a hashtag;
• Search & Explore: number of people who searched for keywords or found your post through search engines;
• Others: posts that were saved, posts that were shared via direct and posts that appear in the “following” tab, in “notifications” or, if you get a lot of responses or link openings, it’s a sign of a good performance in your Instagram metrics.

Instagram Follower Metrics

A high number of followers on Instagram is not indicative of success

Instagram also provides the possibility for you to know metrics about your followers. That is, your target audience. This possibility is interesting as it allows you to repurpose your content according to these demographics. To access the metrics, go to Insight and click on “your audience”:

• Gender and Age: You can check the gender and age of your followers;
• Location: you can see which are the main countries and cities where they are located;
• Followers – hours: Shows the average time your followers are on Instagram in a typical day. Here, you can identify peak times and define the best times to publish;
• Followers – days: you can see which days of the week your followers are most active.

Instagram Insights is an indispensable tool to follow the results of published content, see the best times to make posts and know what type of content reaches your target audience. Now, with so many tips to measure your performance and understanding Instagram metrics, it’s even easier to leverage your sales in the digital environment. Start now to create your business profile, outline your goals and enjoy the results.

Are metrics alone enough?

When it comes to digital businesses, Instagram metrics alone are not enough to calculate the company’s overall performance and plan other marketing actions.

In this scenario, HeroSpark is the most complete solution in Latin America for those who want to undertake: a digital entrepreneurship platform that allows the analysis of results and unites those who want to teach with those who want to learn, transforming their will into reality.

With intuitive and adaptable solutions, we offer the best experiences for producers and students. We believe that everyone should have access to knowledge and we work hard to make this a reality.