About Instagram Insights

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Use your Instagram insights to learn more about overall trends across your followers and your content’s performance with your audience. You can also view insights for specific posts, stories, reels, and live videos you've created to see how each one performed and how people engaged with them. Insights are free and available only for business or creator accounts.
You can view these Insights from your profile in the Instagram app:
  • Insights overview, which includes Views, Interactions and Total followers
  • Content you shared
In the insights from your profile you’ll have access to a summary page, as well as tappable metrics that lead to different screens with more details. On each of these screens, you can tap the (i) in the top right corner to see definitions for each metric listed on the screen. You can also tap the drop-down at the top of the screen to select a preset or custom timeframe, within the past 90 days, for when to view insights.
You can also tap View insights under individual posts and reels, or swipe up on your stories and Instagram live videos, to view insights specific to that piece of content, including:
  • Views
  • Accounts reached
  • Interactions
  • Accounts engaged
  • Ad insights, such as ad goal results, cost per ad goal or budget
View some of the insights names and definitions available for professional accounts on Instagram:
  • Views: The number of times your content was played or displayed. Content includes reels, posts, stories, live videos and ads.
    Note: This metric is being gradually introduced and may not be available to you yet.
  • Accounts reached: The number of unique accounts that have seen your content on screen at least once and demographic information on the accounts you’ve reached, including top countries, top cities, top age ranges and gender breakdown. Audience demographics are available based on accounts reached data. To view audience demographics, use preset timeframes and reach over 100 accounts. If you can't see audience demographics for Last 7 days, you can try choosing a longer preset timeframe such as Last 30 days, Previous month or Last 90 days.
    For reels, accounts reached is the number of unique accounts that have seen your reel on screen at least once, whether or not your reel was played. Accounts reached is different from views, which may include multiple views of your reel by the same accounts.
    Note: These metrics are estimated and in-development.
  • Interactions: The number of actions people take when they engage with your content, such as likes, comments, saves and shares.
  • Accounts engaged: The number of unique accounts that have interacted with your content and demographic information on the accounts you’ve engaged, including top countries, top cities, top age ranges and gender breakdown. Audience demographics are available based on accounts engaged data. To view audience demographics, use preset timeframes and engage over 100 accounts. If you can't see audience demographics for the last 7 days, you can try choosing a longer preset timeframe such as Last 30 days, Previous month or Last 90 days.
    For posts, stories and Instagram Live, you can see the Accounts engaged metric broken down into followers and non-followers.
    Note: These metrics are estimated and in-development.
  • Total followers: View trends across your followers when you have at least 100 followers These insights include:
    • Growth (number of followers you've gained or lost)
    • Top locations of your followers
    • Age range
    • Times they're most active on Instagram
  • Content you shared: The number of stories, reels or posts that you’ve posted for your selected preset or custom timeframe within the past 90 days. If you want to see all the posts, stories, videos, reels and live videos on your account, you can tap under each content type to go to the content library. Here, you can view and filter all your content by media type, reach, interactions and time frame.

Learn more

Learn how different features and types of content are reaching new fans, and how they can help your platform grow. Read more.

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