Your First Look at Instagram’s New Analytics

Your First Look at Instagram’s New Analytics

New Instagram Business Profiles now show you the most popular times and days that your followers are on Instagram, along with follower demographics, post impressions, and more. 

Earlier this year, Instagram confirmed that they were developing new business profiles to help brands and small businesses succeed on Instagram. Last week, we shared the first screenshots of the new Instagram business profiles being tested, and today we’re able to share more screenshots about a major feature that’s being tested: Instagram analytics. And they look amazing!

Similar to the analytics for your Facebook page, these new Instagram analytics (or, Insights as the app calls them) gives you valuable data about who your followers are, when they’re online, and how many people viewed your Instagram post. Here’s a peek at what they look like on iOS, with more details below:

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On the new Instagram business profile, there is now a chart icon in the right hand corner which gives you access to your Instagram analytics, along with a simple “Contact” button that appears besides the “Following” button, a linkable location tag, and a category for your Instagram profile. You can view learn more about the new Instagram business profiles here.


Instagram Follower Analytics

Instagram is giving marketers everything they could ever ask for: follower demographic analytics. Now, you’re able to see where your followers are located, their gender, and their age.

Location: You can are able to view follower locations by country, or for a more narrower scope you can view by city. Not only is this information incredibly useful for marketers to understand your audience, it also gives you a better sense of which time zones you should be posting in to reach the majority of your followers, so you can schedule Instagram posts for the best time.

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Gender and Age: Next, you’re able to break down the gender and age of your followers. Instagram will tell you your total amount of followers, including how many new followers you’ve gained this week. You can then view a breakdown of your male to female follower ratio in a circle graph. To see the breakdown in ages below, you can view age range by both genders or separate them by men and women.



Instagram Post Analytics

Besides the “Followers” section, there is also another analytics section called “Insights,” similar to Facebook Insights. Here, you can view data on impressions, reach, website clicks, and follower activity. Impressions shows you the total number of times all your posts have been seen, Reach shows you the number of unique accounts that have seen any of your posts, Website Clicks tells you the number of accounts that have tapped on the link in your profile.

Follower Activity: The new Instagram analytics also show you the most popular times of day your followers are using Instagram. The “Follower Activity” module is viewable by hours or days and displays “the average time your followers are on Instagram on a typical day,” or you can sort by day of the week. By knowing when your audience is most active on Instagram, this data will help you schedule Instagram posts for optimal times.


Top Posts: You can sort Instagram posts by the top posts for each Insights category. As seen below, you’re able to view the top posts sorted by Impressions for both a 7 day and a 30 day period, with the total number of impressions as an overlay on the photo. This information is valuable because now you are able to understand exactly how many people saw your post, instead of just “liked” it, which will give you a more accurate engagement rate.

You can also see how many Instagram users view a post in relation to how many followers you have, and you’re able to understand how your content performs over the short vs long term.  For example, Makaia has about 23,000 followers, but her posts are being viewed by less than half with a 7 day life span. But analyzed over 30 days, and that number almost doubles, indicating that older Instagram posts are still relevant.

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Assuming that this data is coming from Facebook, this is the most accurate information we have seen so far with Instagram analytics, allowing marketers and businesses to truly understand their audience for the first time. By knowing where their followers are located, how old they are, and when they are most likely to be on Instagram, businesses will be able to create better content on Instagram and market themselves more effectively.

Later is the simpler way to plan and manage your visual content marketing for Instagram. And it’s free! 

Schedule your first post now!

If you want to stay up-to-date on breaking Instagram news, join our Facebook group here. Thanks to our community member Margaret Browne for the tip (again!). You can see Makaia’s new Instagram profile in action here (if you’re one of the lucky ones!).

  • Do you think business profiles and analytics will be something we have to pay/upgrade for? I know I get facebook analytics with my business page for free, but currently have to pay a third party for analytics on my instagram. It seems like if it is for free, these paid option companies (like social insights and iconosquare) will be in trouble..

    • That’s exactly what I’m wondering about. It also seems like a feature that I would benefit from having, even though I’m not at all a business. I’m curious if it’ll be available to normal users as well.

      • probably not, I think they like to keep consumers in the dark about this stuff.. :/

  • Stephanie

    I see that my instagram has updated the icon and colors… but it’s not showing the part with analytics? I’m an android user… not sure if that makes a difference.

  • Kelly Russell

    How does one get a business account??

  • Nick Porcaro

    Great. And once we set up a business profile they can start screwing with our reach like they did with FB…

    • Lou Gibson

      Exactly my thoughts. I suspect that business users will be lulled in with the promise of shiny new analytics but be easily identifiable as business accounts and lose reach with the new algorithms IG are introducing.

  • Hunter Kittrell

    My personal profile has over time turned into a business profile. Is there a way to switch it over in order to get the analytics feature, or would I have to start all over again?

  • Bec

    Great, do you know if it’s possible to switch from a personal account to a business account? I wasn’t aware you could have a business account and would like to keep my current account.

    • Karl D Peterson

      I am in the same boat and after looking online for 30 minutes found zero answers. I would love some clarification as well.

      • Alison Lewis

        me too!

  • Very nice

  • jakelam2116

    Great post! Anyone know if this will be rolled up for nonprofit accounts currently on Instagram and, if so, how that would work? Thanks!

  • I just can’t help feeling that this wasn’t Later’s place to share this update. There’s nothing on Instagram’s blog or press pages. So, while this is awesome, I wonder if this news was planned by Instagram or Later, or if Later is just leaking brand info! It’s still good news, but I wish Instagram would share their updates themselves… PS It will def be used to curb our feeds in the future!

  • Alison Lewis

    when is this available?

  • When will this be available?

  • This is awesome but when it is available to all normal users.

    • Hector R. Bazaldua

      My account has 99.8K Followers and I have that update already but I have another with 23.7K and I dont have that yet so, probably its depending how many followers you have…

      • Raquel Vasquez

        How did you get so many followers

  • Hector R. Bazaldua

    What about the website clicks? How can I see how many people click on my link?

  • Muthi R

    What does “unique accounts” mean?

  • Regarding the histogram of hours in the day that I see in Insights > Followers. Are these hours in my local time? So if I see that 6PM is the highest bar in the histogram, I should post at 6PM my local time? Or does this relate to the local time of my followers (each in their respective time zone)?

  • Kam Eman

    My followers section only shows the hours and not the days. What do I do?