Instagram Insights Report - How Do You Build One?
Jan 18, 2021 ● min read
Conveying Instagram Insights data to others is a lot easier said than done. To make the most of data and to effectively relay vital information to others, you need to use visual Instagram Insights reports.
Whatagraph is a tool used to aggregate digital marketing data and present it in a visually appealing way. This works with a variety of popular digital marketing tools, one of which is Instagram Insights.
In today’s article, we’ll show you how to build an insightful Instagram insights report.
In addition to covering the report creation process, you’ll get acquainted with the right metrics to track. As you probably know, Instagram insights boast a lot of data – we want to make sure you have set your sights on the metrics that matter the most.
Let's get into it.
Instagram is home to a variety of content
Creating content on Instagram that generates value for your business is no easy feat. As you create and upload content, you need to measure its performance.
Content improvements and further strategy development can only be done effectively with data and metrics. Here’s what metric analysis helps with:
- Understanding who your followers are.
- Seeing what types of content they prefer.
- Gauging the effectiveness of individual Insta posts.
A well-structured report will provide insights to the questions above all the while improving future campaign performance.
Instagram Insights report structure
Your report needs to effectively convey the performance of Instagram content. Having a layout that guides the audience from a concrete profile overview to individual content performance is imperative.
To achieve it, your report should consist of 3 sections:
- A general overview of performance insights;
- Your audience demographics;
- Individual post performance insights.
Why don't we dive deeper into each section of an Instagram Insights report? Let's see how you can leverage these insights to improve your content strategy.
1. Account performance insights at the top
Account (or profile) insights should typically be placed at the top of the report. It gives a detailed summary of how your audience interacts with your profile.
At the top of our report, you’ll get to see impression count, follower numbers, and growth along with overall content likes.
(Tip: You can use the calendar to set comparison dates to see how your account has grown over a particular time period.)
Up next, you’ll see a glorious line graph. It depicts the evolution of profile reach and profile views over your specified period of time.
Although impressions and reach are seen as a vanity metric – they don't necessarily translate to sales – seeing these trends helps bolster future Instagram campaigns.
If your profile reach and engagement are low, decreasing, or perhaps you’re just starting out – you have the option to quickly bolster reach with paid ads or alter your hashtags.
Also, keep an eye of how reach, impressions, and engagement metrics grow. If reach/impressions grow disproportionally to engagement (ie. likes, shares), that means your content may not resonate with your audience.
Profile views can disclose the audience's desire to want to learn more about your company or product. This is especially true if you’re showing different products in your feed. Or, if you’ve released a new collection, you’ll want people to visit your profile to learn more.
2. Audience demographics
Now let's dive deeper into the type of audience you're attracting with Instagram content.
The second portion of an Instagram Insights report will house demographic data and categorize your followers by age, gender, and location.
Here’s why having audience demographic data on your report is important. It's a phenomenal way to give yourself some clear structure as to what audience you are reaching. This way, you can relay this data effectively to your clients or superiors.
Demographic data helps:
- Improve content scheduling to maximize reach (based on the most prevalent user location);
- To see if your follower type matches up with your intended target demographic (it doesn't make sense for you to create content that doesn't entice the desired audience);
- Adjust ad targeting on Instagram/Facebook (create more effective audience segments for Ads that adhere to the current demographic patterns);
3. Individual post performance
Since people have shown interest in your Instagram profile, they may be keen on seeing more great content.
The trick here is creating content that reflects your brand, while enticing your old and new audience.
As we've previously mentioned, there’s a ton of different content that can be hosted on Instagram. From photos to videos, and from carousels to IGTV, how can you be sure about which content does your audience enjoys the most?
Well, the good news is that a comprehensive Instagram Insights report will contain an in-depth look at individual content pieces that have performed exceptionally well.
In the report, you can quickly deduce the types of content your audience prefers over others.
If you want to get a more granular view into your content performance, take a look at the table that shows you your reach, the number of impressions, saves, and likes per post.
You can use this data to:
- Further invest in content types and creatives that are performing well;
- Boost posts that are performing the best to get even more reach and engagement.
That's it – your report is ready to be delivered!
We have finally come to an end - your 3 page Instagram Insights report is done and ready to go.
We covered the essential metrics - what they mean and what should be tracked - and what must be showcased in the report. These 3 pages are essential for effective data dissemination without overburdening your audience with unnecessary numbers that can create confusion rather than insight.
If you'd like, try out our pre-built Instagram Insights report template for free. The report is already built for you - just connect your Instagram account and your data will be extracted automatically. Enjoy!