Free Instagram analytics tool. Insights statistics guide

Julia Moore
At the beginning of an account promotion, you probably don’t want to spend money for additional apps. Fortunately, you don’t have to. We will tell you how to use the free Instagram analytics tool.
Reading time — 14 minutes

Account Insights

You can use Account Insights for Instagram analytics free. But it is available only in Professional accounts. If you have a Private one, switch it to a Business or Creator. Read on how to switch and set a profile for your brand

Where to find Insights

You can go to Insights right from the profile page.

Or open settings and choose Insights.

What you can find in Insights 

There is general statistics on the page. You can change the period for which it is shown.

01. Disclose the menu on the left.

02. Choose the last 7, 14, 30, 90 days or Previous month. You can also set any period from 1 to 90 days. To do it, tap the day you need, or the first and the last days.

Bear in mind the difference between the Last 30 days and the Previous month. If you look at statistics on August, 15, in the first case you’ll get the data from July, 15 to August, 13, in the second — from July, 1 to July, 31.

03. Tap Update.

Insights Overview

In the first line, Instagram shows a metric changed most of all. It compares two periods of the same length following one another. For periods of different lengths the displayed metric may differ. 

Look at the examples. During the last 14 days, our content has been watched by almost 500% more users than during the previous 14 days. But if we choose a 30 days time interval, Instagram shows gaining subscribers as the biggest improvement for the period. 

If there wasn’t any improvement for the chosen period, IG suggests you take a deeper look at how your account and content are performing. Go to the sections below to see it. 

Accounts Reached

Accounts Reached shows the number of users who saw your content. Tap the section to see more comprehensive statistics. 

Under the number of users for the period, you’ll see the comparison with the previous period.

Below you can learn:

  • How many users from your audience do not follow you (1).
  • What is the most popular content type (2).
  • The most popular Instagram posts, Stories, Reels, IGTV and Lives (3).
  • How many times your content has been viewed (4). 
Impressions, unlike Reach, includes views of one and the same user. It means if 1 user saw your photo twice, the Reach rate will be 1, but Impressions — 2.
  • How many users went to your profile after seeing your content (5).
Content Interactions

Interactions are users’ reactions to your content. It includes likes, comments, saves and shares. 

This section in the free Instagram analytics tool is divided by the type of content. Under each one you see dynamic in comparison with the previous period.

Your Audience

Here you can know more about your subscribers. The section is available for those who've got more than 100 followers. 

The number at the top says how many followers you’ve got. Below you see the analytics — growth or falling of the number of followers during a chosen time interval. 

It is followed by the number of subscribed and unsubscribed users for the period. The graphic reveals daily Instagram stats. Get on a particular day, then the numbers will be shown for the date. Tap the cross appeared near the date to see the figures for the whole period again. 

At the bottom you will see Instagram stats for location, gender, age and time of the highest activity. This data is for all the followers you’ve got, not only for those gained in the chosen period. 

Content You Shared

The Content You Shared section is divided by the type of content. In each one you will see recently added photos and videos.

Tap on the content type and number to navigate to the sorting page. Each type of content has its own metrics to analyze. 

Open a particular post, Stories, Reels, IGTV, and tap View Insights. To see the data for Lives, just tap them from the Content You Shared page. In the Insights you’ll see all available metrics, but specifically for a chosen publication.

Posts have an extra metric to see where people viewed them. An IGTV Insights additionally tells you what time people leave the video.

From the Content You Shared page, you see statistics for publications added in the profile for the last two years. Set a time filter to hide old publications, then it’ll be easier to find the new. Whatever period filter you choose, you get the publication statistics collected during all time since they’ve been added. 

In Creator Studio you can see Instagram stats for publications added since 2009. We wrote about the service here. Comments, likes and views are in the Content Library section. Audience statistics and analytics for the last 7 days are displayed in the Insights section. 

How to use Instagram Insights for account promotion 

To begin with, choose a time interval in Instagram Insights. 

  • If you add photos and videos on your profile every day, it makes sense to analyze 7 or 14 days.
  • If more rarely — compare 30 days or 90 days periods.

Below we will tell you about several indexes to appraise your account promotion. The bigger the index, the better. First of all compare your indexes with those you can calculate for the previous periods. Growing figures means development.

To make the possibilities clear, and to understand what stage you are at, we suggest using research data as guide standards. You can find it below. 

Followers growth

If you watch the number of subscribers is growing — it’s good. 

How to check?
The number of followers and their growth in % are available in the Audience section.

According to the data, the average followers growth for half a year is different and depends on the initial number of followers. On average it is 12.6%

Audience engagement

Don’t enjoy watching your followers growth too much. Part of them might be bots. You should delete them. We wrote why and how to do it here. More to that, if your audience doesn't interact with your content, and does not even watch it, it’s a bad signal for the algorithms. Even if your content is incredible, small audience engagement will hinder your promotion.

How to check? 
Audience engagement: Divide the Interactions by the Reach. Multiply the number by 100 to get the index in percent.
For example, (51/4957)*100=1%.

Social insider in collaboration with bannersnack figured out Instagram average engagement rate for posts. It is 1.92% for photo posts, 1.74% for video, and 1.45% for carousels. The average Instagram engagement for all posts is 1.7%.

We suggest calculating the engagement for your posts. Compare it with Instagram average engagement rate of 1.7% to get a sense of your social media marketing strategy effectiveness. 

How to check? 
Divide posts Interactions by posts Reach and multiply it by 100%.
For example, (2/99)*100%=2%

The free Instagram analytics helps to find out what to publish. Likes tell us what photo and videos users like. At the same time you should consider the number of people who watched the content. If a post was liked by 10 people and watched by 1000, it is probably in favor of the audience. But not as much as the one liked by 10 people out of 100 watched.

How to check? 
How much people like your content in general: (all likes/Reach)*100%
You can also calculate the metric for an individual post by dividing the likes by Reach, or specifically for a single Reels and IGTV by dividing likes by Plays from the relevant sections. 
For example, ((27+2+11)/4957)*100%=0.8%

You can know the reason of the low index for a single Instagram post:

  • How your followers like your post: likes on a post (1) / Impressions from the feed (2). Multiply the number by 100%. A lower than average result means you probably chose the wrong topic. 
  • How non-followers like a post: likes on a post / Impressions by hashtags (3). Then multiply by 100%. A small number might mean you chose the wrong hashtags. 
For example,
— by followers: (3/13)*100%=23%
— by non-followers: (3/7)*100%=42% 

Analyze what content with the highest rate numbers has in common. Thus, you figure out what your audience likes most of all. 


Regardless of whether the comments under your content are positive or negative, their presence means you succeed at making your audience interested in it. They might be piqued by a photo or video, or the caption provoked them for a discussion. To find the pattern, first figure out the most discussed content. 

How to check? 
How many users are interested in the content: (all comments / Reach or Plays)*100%.
For example, (1/23)*100%=4.4%

The formula is applicable to an individual post or the video. Thus, you can monitor the general dynamic and know whether you are keeping the right direction. 

Instagram Stories analyze

Use the same formulas for Instagram Stories. But instead of Reach and Plays there will be Views, and instead of likes — reactions. 

Besides, consider where users go from a Story. If they go back (1), it means they like the content and want to see it again. If exit (2) — just the opposite. Understanding what content motivated the users to navigate a link in a Story will also be useful (3).

Live Videos analytics

The indicative metric for Live Videos is Peak Concurrent Viewers. The bigger the number, the more your audience is interested in your Lives. 

Time for posting

Most Active Times of the audience help to understand when to publish content. You can find it in the Audience section. 

Know your audience

In this section you can learn about your audience age, gender and location. Publish content which will be close to the people of such age, gender and country. 


If you use Taplink, don’t forget about the statistics section available in the service. You can use it for Instagram analytics free.

Clicks on links will tell you what users are interested in most of all, and what chatting app they are used to. The statistics are represented both in numbers and demonstrable graphs. Use the section to get your audience statistics:

If you are interested in Instagram promotion, but don’t use Taplink, it's prime time to sign up. The article that will help you:

The bottom line

Instagram Insights does not give straight answers to the questions of what and when to post. But once you get your head around the tool, you can answer them yourself. 

Calculate the engagement individually for a post, Story, Reel and IGTV to understand what content interests your audience most of all. Calculate the average engagement and followers growth to estimate the effectiveness of your social media marketing strategy. 

Tell in the comments below — do you think Instagram Insights is sufficient for free Instagram analytics?