Understanding Insights, Instagram’s Free Analytics Tool

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Understanding Insights, Instagram’s Free Analytics Tool

Instagram can be a florist’s best friend. Our industry’s products are quite literally born to be shared and can create an instant emotional connection at first gaze. Leveraging a visual medium such as Instagram to spread the joy and beauty of flowers could have limitless benefits for flower brands everywhere. If you really want to use Instagram like a pro though, you need to understand who your content is reaching, how your content is reaching them and what your audience is doing once they see your content. Lucky for you, Instagram’s native Insights tool can give you more than enough information to analyze and optimize your Instagram strategy. Before we get too deep with Instagram Insights, the first thing we need to do is make sure that we are managing a business account. Business accounts have access to several tools that personal accounts do not, one of them being the powerful Insights tool. If you’re not sure which type of account you have, the easiest way to check is by looking at your profile within the Instagram app. Business accounts will have several features that a personal account does not, like business type listed below your name, promotions tab to track your paid ads and call-to-action buttons to aid the customer experience. We use the Call, Email and Directions buttons, which can be customized by tapping the Edit Profile button and editing the Contact Information section. If you’ve confirmed that you operate a personal account and you’d like to switch over to a business account (which you should), you can follow these instructions . The most powerful tool that business accounts have access to, in my opinion, is the Insights tool. Insights is Instagram’s packaged analytics tool that can be used to track lots of key data points including general reach, impressions and engagement, as well as more analytical data including audience analysis and content type performance. Best of all, Insights is totally free. You can find the Insights tool by visiting your profile, tapping the menu in the upper righthand corner and then tapping Insights. It should be the first menu item. Once you’ve accessed the Insights dashboard, you’ll see three main tabs: Activity, Content and Audience . The Activity tab should load first by default, so we’ll start there. Activity shows you a snapshot of profile engagement (Interactions) as well as content visibility (Discovery) within the last week. Use the Activity tab to track how many users your content is finding and how many actions users have taken on your profile as a result. Remember those call-to-action buttons that business accounts have access to? You’ll see any corresponding activity listed under Interactions. A quick word on reach vs. impressions . The Discovery section provides a day-by-day look at how many users have seen your content, as seen in the blue graph. This graph represents Reach data, which is the unique number of profiles that have viewed your content over the last seven days. Below the graph you’ll […]