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Instagram Metrics you might be confused about

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Instagram provides the perfect platform for you to share a variety of photo or video content and interact with your audience in new ways. 

Among some of the highlights covered in our round up of key Instagram stats for marketers are:

  • 1 billion monthly active users
  • Nearly two out of every three adults aged 18-29 uses Instagram
  • 80% of accounts follow a business
  • 2 million monthly advertisers
  • Best times to post are weekdays between 10 a.m. – 3 p.m.

Now that you’re familiar with some of the reasons Instagram is integral to your social media marketing strategy, read on as we break down the primary Instagram metrics and definitions you need to know so you can go forth and analyze with confidence.

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Instagram Terminology

Instagram Reach:

The number of unique users that saw your Instagram posts or story on any given day. 

Unless you are putting some serious spend behind your Instagram posts, you probably will not have every single one of your followers see your content. And even with some serious spending, it’s unlikely that you will reach all of your followers. That’s why the Instagram Reach is important. Reach tells you how many unique users are served your content every day. Try to maximize this metric to increase brand awareness. 


Instagram Impressions:

The number of times your content was shown to users. It can be a post or a story. 

While frequently confused with reach, impressions are the total number of times your content could have been seen. If your Instagram impressions are higher than your reach, it’s a sign that your audience is viewing your content multiple times. Look for posts with a high impressions-to-reach ratio for an indicator of what’s performing well. 


Instagram Engagement Rate:

The engagement rate is your posts engagement divided by post impressions. 

Engagement Rate is a must-track metric for all social marketers. This is an indicator of how engaged the users who saw your posts were. Break down your Instagram engagement rate by media type to understand if your audience is more likely to engage with photo posts, video posts, or carousel posts.

Over time, engagement rate can tell you how one campaign or messaging strategy performs vs. another campaign or messaging strategy. It’s a great metric to track as you test new approaches.


Instagram Saved Posts:

This is the number of users who saved your posts. 

As the name implies, saved posts gives users the option to save a post to reference at a later time in the Saved section of their profile. Saves are great for extending the life of your Instagram posts, as users revisit saved content months after it was originally posted.


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