Businesses Get Game-Changing Data With New Instagram Metrics

This week, Instagram announced new metrics for creators and businesses to help account owners understand how people are engaging with their content. The new data points, available under your “Insights” tab, have been rolled out widely after testing.

Instagram’s account for creators commented on Threads:

“As a creator, you want to know why your content is performing the way that it is and how you can learn from your results. That’s why we’re giving you access to more metrics and making updates to your Insights.”

This improvement will help your business view who is engaging with your content, as well as when they engage. The new insights include:

• When people liked your reel – a chart showing the exact moment a user liked your reel content
• When people liked your carousel – this will show you what image in your carousel was being viewed when the account liked the post
• Demographic data per post – you can now look at audience data on specific reels and posts (this is handy if a post goes viral!)
• Top content by follows – see which posts attract the most new followers
• Viewers metric – track the number of accounts actively viewing your content

Following the launch of the views metric in 2024, Instagram is “making this update to ensure the way we measure the number of accounts that have seen your content will be based on views rather than reach.”

Knowing how far your content might reach is important, but Instagram’s viewers metric and new insights can really help you understand what resonates with your followers and customers.

These new metrics will help your business adapt and plan content for your Instagram audience – a key focus for brands looking to make money on Instagram.

For example, if one post goes viral, you can aim to replicate its success. Or, maybe you notice that shorter carousel posts get more engagement than longer ones, so you can shape your Instagram content going forward to make it as captivating as it can be.