6 Instagram Metrics To Help You Get More Followers & Engagement

When it comes to growing your business on Instagram, learning how to understand your Instagram metrics is the best place to start. But what Instagram metrics should you be tracking and measuring?

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It’s easy to get overwhelmed when looking at your analytics, so in this blog post we’re breaking down the best 6 Instagram metrics that will help you grow your account (and your business)!

#1 Measure Your Engagement Rate to Learn How Your Content is Performing

First things first: in order to view your Instagram metrics and analytics, you’ll need to switch to an Instagram business profile to get access to Instagram Insights within the app.

When it comes to choosing which Instagram metrics to track, your engagement rate is a great place to start.

Since every one of your followers won’t see or engage with every single Instagram post, your engagement rate helps you know how many of your followers are actively engaging with your brand on Instagram.

Instagram doesn’t calculate your engagement rate for you, but you can find your reach and total likes/comments/saves by going to your posts in the Instagram app and clicking “view insights”:

Engagement = (likes + comments) / followers.

For a more accurate engagement rate, you could divide likes + comments by the reach number instead of followers. How to calculate engagement rates is a hotly debated subject, but by using your reach numbers you’re getting a more accurate number because it’s divided by the true number of how many people saw your post, instead of your total follower number (where many probably didn’t see your post).


#2 Optimize Your Instagram Hashtag Strategy By Tracking Discovery Metrics 

The Discovery section in your Instagram Insights is a goldmine when it comes to knowing where your audience came from and how they found your post.

To find the Discovery metrics for your posts, go to your profile page and tap the image you’d like to view metrics for. From here, tap the ‘View Insights’ button underneath your image, and a small information bar will appear on the bottom of your screen:

Best Instagram Metrics: Discovery

Next, swipe up from the toolbar to find even more analytics separated into two categories: Interactions and Discovery.

Let’s focus in on the Discovery metrics, as these numbers will tell you how many people viewed your post, and how they found it.

First, it’s good to know the difference between Reach and Impressions;

Impressions: This is the total number of times your post has been seen. This number includes users scrolling by in their feed, clicking through to your business’ profile to view a photo, or viewing content directly through an Instagram Direct Message.

Reach: Like Impressions, Reach also relates to the number of views your posts get. But rather than calculate it by total eyes on your content, it narrows it down to unique views only. So, for example, if one of your followers opens your profile and looks at your posts several times that day, that follower will only be counted once in your Reach results.

Under Impressions, you can see the total number of view broken down by how the user found your post.

The best Instagram metric to focus in on here is the ‘From hashtags’ metric. This number tells you if your hashtag strategy is working and people are discovering your post through the hashtags they follow or searched for in the Explore page!

Best Instagram Metrics: Discovery


#3 Know When People Stop Watching Your Stories 

If your business is on Instagram, you should definitely be using Instagram Stories!

Why? Because it’s the perfect platform to show off your brand’s personality, behind-the-scenes action and reach your audiences on a personal and fun level!

If you’re a seasoned stories snapper, you’ll want to start taking a look at your Instagram Stories metrics, in particular, the Next Stories metric. The Next Story metric is the number of people who have swiped past or tapped to the next Instagram account’s stories, and it can tell you a lot about your audience’s interest (or lack thereof) in your stories.

Let’s start with finding your Next Stories metrics. From your Instagram profile, tap your profile photo to see your live stories. Then just swipe up for all the insights on your story:

Best Instagram Metrics: Next Story

Having high Next Story metrics in the middle or beginning of your Instagram Stories tells you that viewers weren’t engaged with your content, and wanted to skip your content in favour of someone else’s.

You can use the Next Story metrics to gauge how interested your followers are in your Instagram Stories content, or to understand what types of content your followers love or hate.


#4 Know How Many New People You’re Reaching

As we’ve touched on earlier in this post, Reach is the number of unique accounts that have seen your post, while Impressions is the total number of times that your post has been seen.

Your Reach metrics are one of the best Instagram metrics to track if you want to grow your account because it tells you if you’re reaching new audiences outside of your existing followers.

You can track your overall reach by week and day in Instagram Insights within your app, and you’ll find it under the “Discovery” tab:

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#5 Use Your Average Percentage Watched Rates to Create Killer IGTV Videos

If you’ve ever wondered if your audience is watching your IGTV videos from start to finish, you need to check out your Average Percentage Watched rate!

This is the percentage of your videos that people watched, and is calculated as the percentage of your video watched as an average of all plays

Best Instagram Metrics: IGTV AWR

In this example, you can see that 31% of our video was watched, but it doesn’t necessarily mean the first 31% of the video, as users can tap forward through the video to skip ahead or watch snippets of the video.

There are a lot of reasons why a viewer might skip past your video: they may not be interested in the topic of your video, they could have run out of time and decided to leave the app, or maybe the got the information they wanted at the beginning of your video.

Next time you film and edit a video for IGTV, try to include an introduction to let your viewers know from the get-go what your video will be about. You can also experiment with your video length to help you determine the sweet spot for your audience and start building your strategy around that!


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