- Let's talk about new Instagram Insights for 2021,
because Instagram Insights just got an upgrade.
Yes, we have seen lots of updates
to Instagram Insights in 2021,
but this one is actually really useful.
In this video, I'm going to show you those new updates
and I'm gonna share with you what I think
are the top statistics that you should be measuring
on a regular basis.
So whip out your phone and let's get started.
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With any analytics programme or social media insights programme,
it's easy to become overwhelmed.
What should you be looking at,
what stats are actually important?
And the stats that I like to look at are audience growth,
relevance of your audience, addressable audience
which is the number of people you're actually reaching
rather than the number of people who follow you
and the number of existing followers that you are reaching
compared to the number of people
who don't follow you already that you're reaching.
And that, that is why I am so excited about this update.
For the first time, we can see
how many people we reach follow us already
compared to the number of people who don't.
We can also see that about the people
that engage with our content,
and we can see how each part of the platform stories,
reels and the feed is reaching people
in our audience and beyond our audience.
So let's go into Instagram
and take a look at how you see that.
So here we are on the home screen
of your Instagram Insights,
where do we find these new information?
Well, there's a few places that start with accounts reached.
And if I scroll down,
there you can see it's a pie chart that shows me
how many people who follow me I've reached
and how many people who I don't follow I reached.
And below this, I can see which sort of content is reaching
more of the people that don't already follow me.
And it's quite clearly reels there.
Look at that big white line for reels,
followed by posts and as expected stories and live videos
because the live videos were so low
I'm only reaching my own audience.
Secondly, I can go into accounts engaged.
So these are the people who have engaged with my content,
not just seeing it fleetingly in their feeds.
And here we've got that pie chart again,
showing me that actually my followers are engaging
more than my non followers, which is to be expected.
Below, we can see the types of engagement
but this isn't broken down into followers or non-followers.
And the final place we can see this information is actually,
in the post by post analytics.
So if I click into my most recent post
and click View Insights,
firstly, we get the usual information that we can see.
If I scroll down there it is the pie chart again,
where I can see the percentage of followers I reached
versus the number of non-followers.
So in this case, 18 non-followers and 158 followers.
And it would also tell me where those impressions came from.
So from the Home Feed, from Hashtags
so we can see it's definitely worth me using hashtags
because I picked up 16 views from that,
from profile and from other.
Why is this important, why am I so excited about this?
You can't grow your audience
if you're only reaching your existing followers
so it is a bonus if you're reaching new people.
And what you're gonna see when you visit your Insights
or what most people anyway, will see
when they visit their Insights
is that Instagram Reels are really good
for reaching people outside your audience
and Instagram Stories are really bad
for reaching people outside your audience.
And that doesn't mean you should abandon stories
and only use reels, but use this information strategically.
If reels are reaching more people outside your audience
you want to create reels
that are designed to attract people
to become a member of your audience.
And you should use stories
to nurture your existing audience and even to sell.
Now, that we've got that link sticker.
And if you are using reels
and you are reaching a whole lot of new people
but you're not gaining many new followers,
there could be a problem.
Could it be that when people visit your profile,
it says something completely different
to what the Instagram reels were telling people
and they're not inclined to follow you
or could it be that the content isn't really good enough
it doesn't make people want to stay to view more?
Is it completely off topic
so that when people investigate the rest of your content
they realise, actually, I'm not gonna follow this account
because it's not about what I thought it would be.
To find out the answer, you just need it to test,
test a new bio, have a look at those nine images or videos
at the top of your grid.
Are they telling a story of who you are?
Or try working on your content,
try niching it a little bit more
so that it's always on topic.
The second statistic you should look at
is your engagement rate.
And this is the percentage of,
the number of people who see your content
compared to the number of people
who engage with your content.
And this is still tricky to measure on Instagram Insights,
but I have made a whole video
on how you can calculate your engagement rate on Instagram.
So after you finished watching this, take a look at that.
Why does engagement rate matter?
Well, it can tell us if the content that we're putting out
is resonating with our audience
even if the algorithms didn't show it
to a whole load of people.
It'll help you find out what your audience like
so that you can create more of that kind of thing.
The third, statistic you really need to keep an eye on is,
are people taking action?
So are people sending you direct messages,
are you getting profile taps,
are people clicking on your other call to action buttons
in your profile, are people clicking your website link,
are you making sales as a result of someone clicking
on a shop tab on your Instagram account,
are people clicking your link sticker?
These are all the actions that we crave
that we actually want people to take
and find out what content is driving these actions.
See if you can work out why,
why that might be an effective piece of content.
Is it a fact that you ask people
to click the link in your bio,
is it just a really good visual
or have you written an exceptionally good caption?
If you can work that out,
you know that you need to mix more of that sort of content
into your content schedule.
What else is new in this update to Instagram Insights
October, November, 2021?
Well, up until now,
it's been hard to see your content all in one place
for reels for example,
you had to go into the reels tab
and click on the Insights there.
But now it's all in one place under Instagram Insights.
Still, it doesn't show us the same statistics
for each type of content,
but at least you don't have to go all over the place
to find out the information that you need.
Now, you know, the statistics that you want to measure,
it's important to measure them regularly.
I recommend setting aside a time each week
that you make a note of those statistics
so that you can measure your progress all the time.