It takes practice and hard work to learn a skill. Whether it’s mastering the guitar, running a faster marathon, or becoming fluent in a new language, you can’t just pick up a new skill overnight. But learning a new skill is even harder if you set off on your own. For many of the people who are renowned for their expertise at a given skill, the secret ingredient to their success was guidance.
And make no mistake: it takes skill to properly use Instagram to market your business. When you’re learning how to leverage your company’s Instagram page as a marketing tool, you need to know what you’re doing right, what you need to improve, and how to reach your goal.
Fortunately, Instagram has given you everything you need to do so with Insights. But just like sheet music, workout equipment, or a translation dictionary, to get the most out of Insights you need to know how to use it. We’ll teach you what it is and what it can help you do. Pair this information with our guide to marketing your business with Instagram and you’ll be well-equipped to build a thriving community around your company’s page!
Insights is only available to business accounts, so the first thing you’ll need to do is make sure you have an Instagram Business profile. If your business is listed under your personal profile, you won’t have access to Insights. Switching to a business account is easy and free. It also gives you access to other features, including Instagram ads and additional profile options.
First, make sure that your account is public, not private, and that you have a business Facebook profile to associate with your Instagram account. Now simply tap the menu icon (the three horizontal lines in the top right corner of your profile page), then tap Settings at the bottom of the screen. Next, tap Account, then scroll all the way down until you see Switch to Professional Account.
Now that you’re using a business account, head back to your profile page. You’ll see an icon at the top that looks like a graph with four vertical lines. Tap that to access Insights. Note that Insights will only show you data for content you post after you switch to a business account.
A Wellness Check for Your Account
The first thing you’ll see when you open Instagram Insights is a summary of your account. This section displays how many followers you have and how many total posts are on your account. It also shows you how many of each you’ve added in the last seven days.
Below this, you’ll see a series of bar graphs giving you a readout of your total impressions, reach, and profile views for the last week. You can swipe to see your total link clicks, as well.
Who Follows You?
Next, you’ll see a section labeled Followers, which holds a wealth of demographic information. You’ll see a breakdown of your followers’ age group, location, gender, and even what time they’re most active. Tap See More for even greater detail.
The demographic information Insights provides is great for creating targeted ad campaigns. Focus on your followers’ demographics and schedule posts around the times they’re using the app. That way, you can cater directly to their interests when they’re likely to be interested.
You can monitor the performance of your content by scrolling to the Posts section and tapping See More. By default, Insights shows you posts’ impressions for the past year, but you can filter the data by time frame, content type, and type of interaction such as likes, comments, or saves.
You can also zoom in on specific posts and see how users reacted to them. The Actions section shows you how many people visited your profile, followed you, or clicked a link when they saw that post. In the Discovery section, you’ll see a percentage of people who weren’t following you when they saw the post and what searches or feeds they found it through.
You can do the same thing with your Stories, to a more limited degree. The Insights page shows you aggregate data for all of the stories you’ve posted in the last two weeks. Check out this article to learn more about using Instagram Stories.
All of this information is useful in evaluating your content strategy. By seeing what works and what doesn’t, you can cut content that isn’t engaging your audience and move forward with a more focused Instagram campaign.
Promote Your Brand
At the very bottom of the Insights page, you’ll find the Promotions section. Here you can create new Instagram promotions and manage ongoing campaigns. You can also see how well your previous campaigns performed, including how many impressions, engagements, and profile visits they garnered and how much money was spent on them. As with your other Instagram efforts, you can use this information to build more targeted promotional campaigns on the app.
Marketing with Instagram is all about trial and error. You won’t get results right away – you have to play the long game. If you keep Insights handy and use it’s data to guide your campaign, you’ll be well on your way to building an engaged Instagram community around your brand!