About Instagram insights

Certain messaging-related metrics, ad campaigns and organic messaging features for businesses and ads delivered to and from Europe and Japan will be unavailable.

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, videos, reels and live videos that you've created to see how each one performed and how people engaged with them. Insights are free and only available for business or creator accounts.

You can view these Insights from your profile in the Instagram app:

• Recent highlights
• Insights overview, which includes Accounts reached, Accounts engaged and Total followers
• Content you've 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-hand 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 time frame, within the past 90 days, for when to view insights.

You can also tap View insights under individual posts, videos and reels, or swipe up on your stories and IG Live videos, to view insights specific to that piece of content, including:

• Accounts reached
• Accounts engaged
• Content interactions
• Ad
• Plays

View the insights names and definitions available for professional accounts on Instagram:

• Recent highlights: This section announces any notable increases in account performance in your selected preset or custom time frame within the past 90 days.
• Overview: This section showcases the number of accounts reached, accounts engaged, total followers and approximate earnings (if applicable) for your selected preset or custom time frame within the past 90 days. Aggregated demographic data is based on a number of factors, including information that users provide in their Facebook and Instagram profiles. You can tap on each of these metrics for a more detailed breakdown.
• Accounts reached: 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. To view audience demographics, use preset time frames 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. Reach is different from impressions, which may include multiple views of your reel by the same accounts.
  Note: These metrics are estimated and in development.
• Accounts engaged: 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. To view audience demographics, use preset time frames and engage over 100 accounts. If you can't see audience demographics for the last 7 days, you can try choosing a longer preset time frame 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 that they're most active on Instagram

  Note that the total followers metric is in-development. This means that the total number of followers you see may change, even within a short time.

• Content you've shared: The content you've posted and boosted across Feed, stories and video for your selected preset or custom time frame within the past 90 days. If you want to see all of the posts, stories, videos, reels and live videos on your account, you can tap under each content type to go to the media library. Here, you can view and filter all of your content by media type, reach, interactions and time frame.
• Content interactions: Actions people take when they engage with your content, such as likes, comments, saves, shares and replies.
• Ad: This section provides more information on your post if it's been boosted.
• Plays: Number of plays, which are counted when a video starts to play automatically or because someone clicked to play the video. In some cases, such as when people see your reel on the web browser of their mobile device, your video may not play automatically.