Instagram analytics to analyze your growth, content performance, and competitors

El análisis de Instagram implica recopilar y analizar datos de tu cuenta de Instagram para medir cómo están funcionando tus publicaciones y tu página.

Estos datos incluyen métricas de rendimiento e insights de la cuenta, como los likes de las publicaciones, número de visualizaciones en Stories, cantidad de seguidores y más. Al monitorear las analíticas de Instagram, obtienes información valiosa sobre tu audiencia, su actividad y el tipo de contenido con el que interactúan, lo que puedes usar para Optimizar tu estrategia de marketing.

Por ejemplo, si el informe de analíticas de Instagram muestra una alta tasa de engagement en Reels, puedes decidir crear más contenido en video. O bien, exploras los insights de audiencia de Instagram y notas una gran cantidad de seguidores en una ciudad específica, lo que te lleva a abrir una cuenta local.

En definitiva, las analíticas de Instagram son una herramienta empresarial poderosa. Ya sea para aumentar ventas, agilizar la atención al cliente o construir reconocimiento de marca, te indican si tu estrategia de marketing en redes sociales está logrando tus objetivos en redes sociales.

Las analíticas de Instagram son importantes porque te ayudan a entender quién es tu audiencia, qué contenido le gusta y las tendencias generales de la plataforma.

Esto es crucial por tres razones:

Para hacer buen marketing

Entender a tu audiencia es la base de cualquier plan de marketing en redes sociales efectivo. Conocer sus preferencias y comportamiento significa que puedes responder mejor a sus necesidades, gustos y rechazos.

Ningún canal de marketing es más reactivo o receptivo que las redes sociales.

Para adaptarte al cambio

En Instagram, las tendencias aparecen y desaparecen de la noche a la mañana, y el algoritmo cambia constantemente. Esto genera desafíos y oportunidades. Mantener el ritmo puede parecer abrumador, pero recuerda que Instagram también te acerca más a tu audiencia.

Ningún canal de marketing es más reactivo o receptivo que las redes sociales.

Para mantener la constancia

Parece que algunas cuentas logran resultados virales de inmediato, pero la realidad es que requiere mucho trabajo detrás de escena. El éxito en Instagram exige compromiso y constancia.

Hacer un seguimiento de las analíticas a lo largo del tiempo te permite medir el progreso y ganar perspectiva, para que sigas haciendo lo que funciona y ajustes o pares lo que no.

Puedes utilizar las analíticas de Instagram para diseñar una estrategia ganadora de marketing en Instagram, adaptarte a las tendencias y destacar frente a la competencia.

Identifica qué motiva a tu audiencia

Desde Reels que conectan hasta carruseles educativos, hay múltiples formas para que las marcas usen Instagram. Si no sabes qué es lo mejor para ti, las analíticas de Instagram pueden guiarte.

Al entender a quién atraes, puedes adaptar tu estrategia a los datos demográficos más rentables. Al aprender qué les genera engagement con tu marca, puedes centrarte en contenido y campañas con ROI tangible.

Actualiza tu estrategia según las tendencias

Desde el comportamiento del consumidor hasta los cambios de algoritmo, los marketers deben prestar atención a las tendencias.

Al revisar las analíticas de Instagram en tiempo real, detectas bajadas y subidas en el rendimiento. Estate atento a oportunidades que puedan aumentar tu alcance, seguidores y engagement, como publicar más Stories o probar nuevas funciones. Esto te permitirá evolucionar con el algoritmo, no luchar contra él.

Consigue ventaja competitiva

Más allá de tu propio desempeño, las mejores herramientas de analíticas de Instagram te mostrarán cómo se compara tu cuenta con la de tus competidores.

¿Has notado que un rival que publica más Stories supera tu número de seguidores? ¿O quizás has detectado una carencia en su estrategia? Este puede ser tu momento para destacar. Al comparar los datos competitivos con tus analíticas de Instagram, podrás tomar decisiones inteligentes y estratégicas.

How to see Instagram analytics using Instagram Insights

If you’re wondering how to check Instagram analytics, Instagram has a built-in tool called Instagram Insights.

Note: to make use of this feature, you will need to have a business or creator account.

To view Instagram’s free native analytics tool

1. Open your profile.
2. Tap the menu ≡ button in the top right corner.
3. Tap Insights.
4. Navigate to the metrics you want to see.

You can monitor KPIs in the Overview section, or dive into more detailed analytics.

Alternatively, you can check performance for individual posts.

Posts: Go to your grid and select the post, then tap View Insights below the image..

Reels: Open your Reels tab, choose a Reel, then tap View Insights above your profile name.

Stories: Open your latest Story by tapping on your profile image. Swipe up on the Story to see analytics.

If you want to check a past Story, follow the instructions above to open Instagram Insights. Then navigate to the Content You’ve Shared section.

How to see Instagram analytics using Socialinsider

A third-party Instagram analytics tool like Socialinsider offers more detailed and comprehensive data than Instagram Insights.

Socialinsider’s Instagram analytics feature gives you cleaner data aggregation, key content trends for your industry, more granular audience insights, post performance reviews, and advanced social media measurement.

All of this useful data is accessible in a single dashboard, with in-depth metrics and analysis covering:

• Paid and organic performance - reach, impressions, engagement rate, Reels views, and more.
• Instagram Stories analytics - tap forward, exit, completion rate, impressions, replies, and best time to post.
• Competitor research - overall performance metrics, specific campaign insights, industry trends, and more.
• Post-level analytics - reactions, comments, shares, saves, engagement evolution.

By harnessing this data in simple and straightforward formats, you can use Instagram analytics to up your game.

There are lots of key Instagram metrics that will help you use account analytics to your advantage. But with so much data at your disposal, how do you know the right metrics to track?

If you’re new to the world of data and analytics, it all boils down to what’s important to your business. For some, Instagram marketing is a top-of-funnel exercise to reach a wider audience. For others, it’s a direct sales channel.

Before you dig into your Instagram analytics, you need to get clear on what you’re looking for, and why.

Thinking about the five main areas of Instagram analytics keeps things simple. The most important metrics fall into one of these categories:

• Brand awareness metrics
• Engagement metrics
• Content metrics
• Audience metrics
• Conversion metrics

Let’s take a look at each category in more detail.

Which brand awareness metrics should you track?

Brand awareness metrics show you the reach and visibility of your posts. By tracking the impact of your content, you can understand how your audience recognizes your brand.

Total engagements - track with Socialinsider

The sum of all interactions (likes, comments, shares and saves) on your Instagram posts.

Total engagements indicate how people are engaging with your content at a glance. Lots of engagements means your content is speaking to your audience. A low number suggests there’s an opportunity to do further research into your audience’s wants and needs.

Reach - track with Socialinsider

The total number of unique accounts who have seen your content. For Reels, this applies to the amount of people who have seen your video, regardless of whether they play it.

Monitoring reach ensures your followers and target audience see as many of your posts and Stories as possible. It’s a crucial metric to track, since changes to the Instagram algorithm can affect how your posts show in people’s feeds. Based on this metric, you can optimize your content for platform-wide trends.

Impressions - track with Socialinsider

The total number of times your posts and Stories have been seen.

What’s the difference between tracking reach and impressions? Well, reach just counts the number of accounts who have seen your content. Whereas impressions can include multiple views from the same account.

It’s important to track impressions because it tells you how frequently your content is appearing in people’s feeds. For example, one user could see the same post three times:

• When you publish your post and it appears in their feed
• When their friend shares the post on their Story
• When they click on your profile and view the post again on your grid

This is valuable information on the virality and quality of your content.

Likes - track with Socialinsider

The number of times users have clicked the “like“ button on your posts. A quick and easy way to see if people are enjoying your content—and want more of it.

Comments - track with Socialinsider

The number of times users have shared a response to your post.

This is a more proactive way for users to engage with your content, so it’s a useful indicator of the quality of the relationships you are building. The number of comments will tell you whether a topic is sparking interest and conversation (or even dividing opinion). This is direct feedback you can incorporate into your strategy.

Saves - track with Socialinsider

How many times users have bookmarked your post to view later.

Saves tell you whether your content is relevant and valuable to your audience. Amid the chaos of social media, they care enough to give it their focused time and attention. Or it might be a useful resource they can refer back to in future.

Remember, lots of people can view and appreciate your content, without publicly liking, commenting or sharing. So saves is a strong indicator of how people may be quietly consuming your posts.

Reels views - track with Socialinsider

The number of times your Reels videos have been watched, which includes multiple views by the same user.

This is a good way to measure the reach and popularity of your short-form video content.

Stories views - track with Socialinsider

The number of times your Stories have been watched, which can include multiple views from the same user.

Instagram Story analytics help you understand the reach and engagement of your ephemeral content.

Completion rate on Stories - track with Socialinsider

The percentage of users who have watched your Stories from start to finish.
With lots of content showing in their feeds, users may swipe through Stories from different accounts, without viewing every slide. So if you have a high completion rate on Stories, it tells you that people are interested and engaged with your content.

Which engagement metrics should we track?

Engagement metrics track how users interact with your brand on Instagram. This includes an overall picture of how people actively engage with your page and posts, as well as more detailed metrics on the type of content that performs well. You can leverage these insights to strengthen your content strategy.

Engagement rate by reach or by followers - track with Socialinsider

The percentage of users who interact (like or comment) with your post, out of the total number of accounts reached or your total followers.

Here’s how both types of engagement rate are calculated:

Engagement rate by followers - The average engagement rate per post by followers is calculated as the total engagements (likes and comments) divided by the number of posts the profile has published. The result is then divided by the number of followers, and multiplied by 100 to give a percentage.

Which one is better to use? Well, both tell you if your content is truly resonating with your target audience. The difference is that engagement rate by followers tells you how your content is landing with your existing audience, whereas engagement rate by reach takes non-followers into account (i.e. accounts you are trying to target).

Engagement rate is a major KPI for analyzing and adjusting your content strategy. You can also use engagement rate to benchmark your performance against competitors.

Learn more about Instagram engagement rate here.

Accounts engaged - track with Instagram Insights

The number of unique users who have interacted with your content.

This shows you the portion of your audience that is actively engaging with your brand. It includes data on your audience demographics: gender, top cities, countries and age ranges.

Accounts reached - track with Instagram Insights

The number of unique users who have seen your content.

This shows you your potential audience size—key information if you want to grow your follower base. Like accounts engaged, it includes data on your audience demographics: gender, top cities, countries and age ranges.

Most engaged hashtags - track with Socialinsider and Instagram Insights

The hashtags that generate the highest engagement on your posts.

Hashtags encourage engagement and boost the discoverability of your content. As Instagram SEO becomes increasingly important to performance, Instagram hashtag analytics can help you rank higher in search results.

Engagement on content pillars - track with Socialinsider

You can use it to analyze your own content or competitors’. By judging which pillars perform best and how you stack up to other accounts, you can optimize your content strategy according to what drives the most engagement.

Which content metrics should you track?

Content metrics unlock more in-depth insights on individual post performance. By identifying top-performing themes, topics and formats, you can create content with confidence.

Top-performing posts - track with Socialinsider

The posts with the highest engagement rates.

Alongside birds-eye engagement metrics, post-level insights can make sure your content creation efforts pay off.

Content formats by engagement - track with Socialinsider

How your audience interacts with different types of content.

For example, Reels vs. image posts. This helps you discover your most successful content format and optimize your strategy.

Which audience metrics should you track?

Audience metrics provide detailed information about who is following you. When you understand the demographics and growth of your audience, you can adapt and evolve your strategy to target the right people.

Total followers - track with Socialinsider

The number of users who have chosen to follow your Instagram account.

This represents the size of your existing audience on Instagram (but by no means all the people you could reach).

Followers growth rate - track with Socialinsider

The percentage increase of your followers over a period of time (e.g. in the past week or month).

Monitoring how quickly you are gaining followers is essential intel for your strategy. The same applies to losing followers—it’s not just about what your audience likes, but also what they don’t like.

You can compare your followers growth rate to other metrics and key activity (for example, top-performing posts or campaign performance) to understand what drives page growth.

Age group - track with Socialinsider

Breaks down the age ranges of your followers (18-24, 25-34, etc.).

By ranking your most popular age brackets, you can assess if you are attracting the right audience and refine or optimize your strategy accordingly.

Gender group - track with Socialinsider

Categorizes your followers by gender.

Having a clear picture of your audience composition can highlight opportunities for growth or improvement.

Location - track with Socialinsider

Where your audience is predominantly based.

Mapping the geography of your followers means you can tailor content to different languages or regions.

Which conversion metrics should you track?

Conversion metrics track direct actions users take as a result of your Instagram activity. For example, visiting your website, sharing their details in a lead form, or making a purchase. Conversion metrics are the moment of truth—signs that your Instagram marketing strategy is or isn’t working towards your overall business goals.

Traffic - track with Google Analytics

The volume of users who arrive on your website or landing page from Instagram.

Wherever you choose to direct users, monitoring this metric will help you identify content or activity that drives traffic.

Sales - track with Google Analytics

The number of purchases made by users referred from Instagram.

This is the key to understanding how Instagram can drive revenue for your business.

Leads - track with Google Analytics

The number of potential customers who have shown interest in your product or services via Instagram. For example, through sign-ups, inquiries or downloads.

Instagram marketing can be hugely powerful for generating opportunities, if not sales. Not everyone is going to purchase directly in-app, so leads show you how Instagram contributes to your overall strategy.

¿Te preguntas qué hacer con todos esos datos útiles? Aprovechar al máximo el análisis de Instagram puede mejorar enormemente tu informe de redes sociales.

Si haces seguimiento y reportas el análisis de Instagram de forma regular, puedes comunicar el ROI del marketing en Instagram a los interesados y tomar decisiones basadas en datos para optimizar tu estrategia.

Hay varias maneras de usar el análisis de redes sociales para descubrir insights para tu negocio.

Asegúrate de cumplir los KPIs

Tu dashboard de análisis de Instagram facilita fijar objetivos y medir el progreso. Auditar tus propias métricas y comparar tu rendimiento con otras cuentas te da metas realistas a las que aspirar. La visualización de datos clara y sencilla hace que el análisis de resultados sea accesible para los miembros relevantes del equipo.

Guía tus esfuerzos de creación de contenido

Usar una herramienta de análisis de Instagram para medir el rendimiento de tus publicaciones puede desbloquear insights clave sobre dónde enfocar tus esfuerzos de creación de contenido. Si sabes qué resuena con tu audiencia y qué no, puedes gestionar el presupuesto, los recursos y el tiempo de manera mucho más eficiente.

Invierte sabiamente en pago

El entorno de las redes sociales puede ser volátil, especialmente en lo referente a contenido de pago. Un análisis robusto de la audiencia de Instagram y los datos históricos de tus anuncios pagados y publicaciones orgánicas pueden guiarte en la dirección correcta.

Evalúa los cambios en el algoritmo

Es fácil entrar en pánico cuando notas una caída en el rendimiento o Instagram anuncia una actualización del algoritmo. Pero no todos los cambios son permanentes.

Hacer un seguimiento preciso y regular de tu rendimiento te ayudará a diferenciar entre caídas temporales y cambios duraderos. Así puedes mantenerte un paso adelante y considerar si es momento de cambiar de rumbo.

La herramienta Instagram Insights no permite exportar datos de análisis. Sin embargo, usando una herramienta de análisis como Socialinsider, puedes exportar datos de Instagram en varios formatos: CSV, PPT, PDF, XLS. También puedes importar datos a Google Looker Studio.

En Socialinsider, también tienes la opción de programar descargas de datos, para que puedas automatizar tu proceso de informes de Instagram. Personaliza fácilmente tus informes de análisis de Instagram añadiendo los colores de tu marca y el logo de tu empresa.