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5 Forgotten Instagram Stats You Should Be Tracking (& How To Improve Them)

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5 Forgotten Instagram Stats You Should Be Tracking (& How To Improve Them)

What’s the number-one thing you focus on when you track your Instagram stats?

If you’re like most people, you probably have a quick answer: The number of followers you’ve gained.

Is that a bad thing? 🤔

No, not necessarily; growth is an important statistic.

However, other stats are vital, too — and besides, even when it comes to growth, just looking at your number of followers isn’t giving you as much information as you could be getting.

So what are the other statistics you should track? 🧐

Here are five Instagram stats most people tend to forget, but that you need to be keeping up with — plus how to improve them and up your Instagram game.


5 Forgotten Instagram Stats


Improve your Instagram game with these 5 forgotten stats


  1. Instagram engagement rate
  2. Best performing posts
  3. Best time to post
  4. Hashtags performance
  5. Instagram story link click


#1. Instagram engagement rate


These days, your Instagram engagement rate is probably more important than your number of followers.

Your engagement rate is the percentage of your audience that interacts with your content. Your small business could have a million followers, but if none of them regularly like and comment on your photos, those followers aren’t doing you any good.

Your engagement rate can tell you two important things:

  • how high the quality of your content is
  • the strength of your relationship with your followers

By figuring out your Instagram engagement rate, you can then figure out whether you need to be creating better content, and if you need to focus on cultivating stronger relationships with your audience.

That’s why engagement rate is such an important statistic — it gives you actionable insights that help you tweak your account and improve your engagement.

In addition to tracking your engagement rate itself, you need to follow how it changes over time so you can continue making any required tweaks to the way you approach Instagram.

There are a couple of ways to determine your engagement rate:

  • You can calculate it on your own using this simple formula:

Likes + comments / number of followers / 10 x 100 = engagement rate

For example, the Instagram account of TV channel Food Network has 9 million followers, and one of its recent posts received 32.037 likes and 210 comments. If you wanted to calculate Food Network’s engagement rate, your first step would be to add the number of likes and comments together: 16,996 + 77 = 17,073

Next, you would take that number and divide it by 9 million (Food Network’s total number of followers), divided by ten, times 100: 17,073 / 8.9 million / 10 x 100 = 0.019 (truncated)


  • You can use online calculator that run the math for you

You can also use free engagement rate checkers, online calculators that run the math for you. If we enter Food Network’s Instagram handle into Kicksta’s Instagram engagement calculator, the math checks out — Food Network has a 0.02% engagement rate based on its ten most recent posts. Considering that the average Instagram account has an engagement rate of 3%, that number could be a lot higher.

Wondering how can you improve your engagement rate? 👀

The answer sounds simple, but it can be challenging to carry out: focus on getting real followers.

Instead of going at it alone, use a growth service, which helps you see organic growth in your account. As your number of real followers begins to rise, your engagement rate will go up, too.


#2. Best performing posts


Tracking your best performing posts gives you a way to tell what type of content your audience best responds to — and when you know that, you can double down on the content they like, bringing about better results for all.

Do your followers love videos? Do they engage like crazy with behind-the-scenes photos of your business? What about motivational quotes — are those a hit?

Track your best performing posts to answer these questions.

When it comes to Stories, according to our latest research on Stories images, underperform videos by having a higher tap-forwards rate of 5.65% than videos on Stories.


In the above graphic, you can see the forward tap rate for Instagram handles with less than 10K followers.


You can keep track of this Instagram statistic with Socialinsider, a tool to help you analyze and create reports of your social statistics.

Use Socialinsider to see your best performing posts, as well as posts that are performing poorly, so you can figure out what to change.

And if you have multiple clients, Socialinsider makes things easy: track those many clients from one dashboard and easily send branded reports straight to a client’s inbox.

If you discover this is an area where you need improvement — if, for example, none of your posts are performing that well — focus on creating a cohesive brand image.

Tools such as VSCO, a photo editing app, and Canva, a graphic design website, can help you ensure every image or graphic you post is on-brand and looks good with the rest of your feed.

Brand image is something many companies tend to overlook, but it’s important. Your brand image helps you stick in your customers’ minds, and social media is a fantastic way to get that brand image in front of more people.

Focus on your visual branding and make sure all of your social media profiles, not just Instagram, look cohesive, and recognizable.


#3. Best time to post


If you post at the wrong time of day, you’ll get little to no engagement on your Instagram posts. But by posting at the right time of day, you can get more engagement.

What’s the “right” time of day? It’s different for everybody — which is why this statistic is so important to track.

You don’t need an external app or service to track this metric. Instead, you can use your Instagram account itself to discover what time of day is best to post.

  • First, go to your profile (as long as it’s a business profile).
  • Next, tap the three lines in the upper right-hand corner of the screen; then tap “Insights.”
  • From there, tap “Audience” and scroll to the bottom.

Here you can find the insights for your profile


Once you know when your followers are on Instagram, make a point to post during those times. Use a scheduler, so you don’t forget.

Hopper HQ is a good option. This tool lets you schedule posts ahead of time, so you don’t have to think about it later. Try setting aside a few hours each Monday to plan and schedule Instagram posts for the entire week.

That way, you can genuinely take advantage of what you learn from this Instagram statistic by always posting at the best times.


#4. Hashtags performance


Tracking how your hashtags perform is extremely important because it can help you increase your reach — the number of people who come across your profile. Tracking hashtags also enables you to measure the effectiveness of an overall campaign.

Did you know that 🤔 posts with at least one hashtag receive an average 12.6% more engagement. Continue reading more statistics about Instagram.

👉 Find out how you can track the performance of your hashtags with Socialinsider.

Finally, this statistic can help you choose just a few important hashtags, so you don’t run the risk of your account looking spammy by using too many.

Instagram shows you aggregate data for the hashtags you use.

Just go to your profile and tap into “Insights;” from there, you’ll be able to see your hashtag performance.

However, if you want to use external apps or tools to help track this statistic, you can use Socialinsider too to understand the hashtags' performance and which one generates higher engagement.

If you’re having trouble zeroing in on what hashtags work best, try using a hashtags generator to get some ideas.

Hashtagify is a tool that helps you find (and then track) the top hashtags for Instagram. You can analyze how influencers are using a certain hashtag and then decide if you should use it, too.


#5. Instagram story link click


If you regularly include the swipe-up feature in your Instagram stories (and you should, because it’s far more effective than directing followers to a link in your bio), you need to be tracking how many people use it.

Instagram Stories are becoming more and more popular, and including a link in your story is a good way to drive web traffic and get more sales.

When you see how many people followed the link on a certain story, you can determine which kinds of content are most likely to entice your followers to swipe up.

Swipe over to “Content” and tap into “Stories;” there, you can see impressions on the stories you’ve posted in the last 14 days.

After 14 days, however, your story statistics will disappear. To get past this, use a bit.ly link to track traffic using Google Analytics.

Final thoughts


Don’t overlook these five important Instagram stats. When you begin tracking these statistics, you’ll have more information than ever about how your Instagram account is doing and what steps you can take to help it perform even better.


Related articles:

  1. (Instagram Stories Research) We Analyzed 135,976 Instagram Stories. Here's What We've Learned
  2. 30 Instagram Stats You Need To Know To Target The Right Audience In 2019
  3. (Webinar) Instagram Hashtags Analytics With Socialinsider
Alexz Miller

Alexz Miller

Director of Marketing @ Kicksta

Alexz Miller is the Director of Marketing at Kicksta. She specializes in content, email, and social media marketing. You can get more daily marketing tips from her on Instagram at @Kicksta.co.

5 Forgotten Instagram Stats You Should Be Tracking (& How To Improve Them)
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