Let’s start here: most people ignore their analytics.
Because they’re confusing. Or overwhelming. Or boring. (Valid.) But if you’re running a business account on Instagram, your analytics are one of the best tools you’ve got. They tell you what’s working, what’s not, and where to go next. The key is learning to read them without needing a PhD in data science.
First things first: where are your analytics?
Go to your Instagram profile → Tap the three lines in the top right corner → Hit “Insights.” This is where you’ll find all the good stuff. You can adjust the time frame (last 7 days, last 30 days, etc.) and see data for individual posts, stories, reels, and your overall account.
Now, let’s talk about what actually matters.
The metrics that usually get the most attention are Reach, Plays, Engagement, Shares, Saves, and Follows. But here’s a secret: they don’t all matter equally. It depends on what you want your content to do. Looking for visibility? Focus on Reach and Plays. Want deeper connection? Look at Shares, Saves, and Comments.
Reach ≠ Results, so don’t obsess.
Reach tells you how many unique accounts saw your content. That’s cool! But it doesn’t always mean your content landed. If 5,000 people saw your Reel and did nothing with it, that’s just a drive-by. If 500 people saw it and 100 saved it? That’s something. Think quality over quantity.
Shares and Saves are gold.
These two metrics matter a lot. Shares mean someone found your content helpful, funny, or relatable enough to send to someone else (that’s free marketing). Saves mean they want to come back to it later, usually because it taught them something or inspired them. If your posts are getting shares/saves, you’re building trust and community.
Follows from a post = strong content.
If someone sees your Reel and immediately hits “Follow,” you did something right. That post made them think: “I want more of this.” Look at which posts brought in the most new followers, and figure out what made them stand out. Was it the format? The tone? The topic? Then… do more of that.
Okay, now what? Make content decisions from what you learn.
If Reels consistently get more reach than static posts, lean into them. If long captions perform better than short ones, keep writing them. If people are saving your how-to tips but skipping your inspirational quotes, you’ve got your answer. Analytics give you receipts, you just have to read them.
Look at patterns, not one-offs.
One Reel flopped? Who cares. One Story got zero replies? Eh. Don’t make big strategy changes off one post. Look for patterns over time: Which types of posts are consistently performing? Which topics keep getting engagement? Are there certain days or times that seem stronger?
But also, post what you love.
Yes, follow the data. But also remember: you're a small business, not a media conglomerate. If you’re excited about something, post it. If you love a trend, try it. If you’re proud of a product, show it off. The goal is balance: make decisions based on what works, and what lights you up.
TL;DR: Use analytics to work smarter, not harder.
Your Insights tab is like a cheat sheet for your Instagram strategy. Check it monthly (not obsessively), look for trends, and tweak your content accordingly. It doesn’t have to be complicated. And once you know what your audience is loving, it gets way easier (and more fun!) to create.
IN CASE YOU MISSED IT…
For Paid Subscribers: A quick note!
We’re coming up on the one-year anniversary of this newsletter (!!), and I’ve been feeling the need to pause and reassess a bit. A lot has changed since I started it; my business has grown (I have two employees now!), and life feels a little more full in every direction.
To be honest, I’m a little burnt out. Not in a dramatic way, more in a “hmm, something needs to shift” kind of way. I want this newsletter to still feel fun and useful for you and sustainable for me. And I’m not totally sure what that looks like just yet.
So, for now, through July, I’ll still be sending the top half of the newsletter to everyone each week, but I’m hitting pause on the paid section. That part takes the most time and brainpower to produce, and I want a little breathing room to figure out what’s next.
Thanks for being here and reading along. Truly! It means a lot to me.
xo,
Alison