Instagram has rolled out an update to its Insights element for business and creator profiles, giving marketers more specific information on who is engaging with their content, and the total reach of their posts.
The launch of new experiences in Instagram Insights is geared towards helping creators and businesses learn more about their audience. The newly introduced metrics are as follows:
Accounts Engaged: This metric highlights the total number of accounts that have interacted with your content in a given time period.
Engaged Audience: This will show demographic insights into the users that are engaging with your content (whether they follow you or not), including top countries, cities, age ranges and gender.
Reached Audience: Not too dissimilar from Engaged Audience, this metric will hone in on demographic information about the users that you have reached with your posts in a given time period. Again, including top cities, countries, age ranges and gender.
Instagram is also going to be adding more visibility for creators who partner with brands, inspired by the creative ways business communities and creators have come together to produce collaborative content.
As said by Instagram:
“When a brand promotes a creator’s post with the paid partnership label or creates an ad without a pre-existing post, that creator will now be able to see the performance of that ad including reach, likes, comments, saves and shares. Creators can now find this information by selecting “view ads and insights” within the branded content ads section in settings.“
How to Make Instagram’s New Data Analytics Work For You
Data makes the world go round. In digital marketing, having sufficient data to guide your decision making can mean the difference between a successful campaign, and a failed one.
The additional data points added to Instagram Analytics provide marketers with increased performance notes and the ability to optimise their content based on what is, and what isn’t working. The age and gender data can be used to build more accurate audience personas, while the location data could be utilised to take your posting schedule to the next level.
Considering the holiday season is peering over the horizon, it will be worth delving into the new insights to measure your performance, optimise your approach and make more informed IG marketing decisions going forward.
