Want 3 months of social media content for $49?

Knowing Your Numbers on Instagram

May 14, 2021

Now that you’re up to speed with what we believe are the top three metrics on Facebook, it’s time to look at our top Instagram metrics to keep an eye on.

Instagram provides a handy insights section for the users who have business profiles. The Business Suite app is also a great tool for businesses to download, especially if they have multiple social media profiles.


1. Reach 

Just like on Facebook, reach measures the number of people who have seen your post. For a business that is trying to grow its brand awareness and reach the highest number of Instagram users possible, this is a metric worth keeping an eye on. 

Based on the amount of reach your posts gets, for example if you have a post with a very high amount of reach versus posts before with not very much, you can ask yourself questions like:

  • What hashtags did I use?
  • Was there anything about the image I used that was different from previous posts, did it involve a person maybe, or something that would make someone in my audience share it with their own network?
  • Did I have a clear call-to-action that directed my audience to do something?

The answers to these questions will impact the amount of reach you get on each post and should act as a guide for future posts. 

You can find your business' reach in Business Suite, under the Trends tab in the Insights section. 


2. Engagement 

Similar to Facebook, Engagement on Instagram also refers to the way your audience engages with you. Whether that be through likes, comments or sharing your content.

The most common way of calculating your engagement rate is by:

Dividing your total number of likes and comments by your follower count, and then multiplying by 100 to give you a percentage.

It’s important to keep track of this metric, especially for long term success, as it allows you to identify what resonates with your audience. You can find all of the data needed to make this calculation in the Business Suite app or Instagram Insights. 


3. Follower Growth

Keeping track of your follower growth is key to ensuring your objectives are being met. Ideally, you would want your followers to keep increasing over time as this indicates that people are interested in what you’re posting and want to know more about your business.

An increasing followers list means your audience is growing, which then enables your content to reach more people.  It’s important to have a goal.

  • Set a realistic number of new followers you want to gain every month. 
  • Check your Instagram Insights or Business Suite regularly to make sure you’re on track. 

You can find information about your followers in Business Suite under the Audience tab in Insights.


4. Comments received

Comments enable your audience to engage with your businesses. The value of "likes" has dropped after their visibility was removed to everyone but ourselves. Comments on the other hand, have all kinds of value to the post and the account you're leaving one on.

When someone comments on your post, it’s clear that it made some kind of impact on them. Always take the time to reply back and engage with them, keeping the conversation going like you would in real life. This is how businesses are able to create a community and build a loyal following. 

In Business Suite, you can see the comments your posts have received by going to the Content tab and using the sort function to filter results by comments. 


5. Instagram story metrics

Stories allow businesses like yours to upload content that disappears after 24 hours. With over 400 million people using this feature, Instagram stories have become a useful way for businesses to easily maintain their presence on the platform, despite lowering levels of engagement on posts. 

Seeing as stories disappear after 24 hours, it creates a sense of urgency and scarcity for your followers. The content you post almost becomes an exclusive look into your business. 

What you post on your story can also be saved to your profile as a highlight. 

The following metrics can be calculated using a formula and gives you the ability to evaluate how well your stories are performing.

A. Watch through rate

Watch through rate is the percentage of users who watched your stories from beginning to end. To calculate your watch through rate, follow this formula:

Watch through rate = Final story number of views / First story number of views x 100

B. Drop off rates

Drop off rates refer to the number of people who exit from your story after the first slide. To calculate your drop off rate, follow this formula:

Drop off rate = First story number of views / Final story number of views x 100

C. Completion rate per story 

Completion rate per story measures the percentage of users who watch the entire length of your slide, instead of clicking away after one second.  To calculate your completion rate per story, follow this formula:

Completion rate = Number of impressions – number of exits / Impressions

(NB: These metrics can only be applied if you posted multiple story slides.)


Feeling informed on the Instagram front? Give us a shout if you need more guidance around setting goals and objectives for your content, reading your numbers as the come in, and knowing how to use that info to fuel your next month of content!

Keen for all the help you can get?

Never miss a thing - sign up for a direct line to all our latest marketing musings, offers and actionable advice.


50% Complete

Two Step

Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua.