Instagram Statistics: How to View and What Data Can Be Obtained

It is impossible to work efficiently without analyzing the result. We delve into how to monitor Instagram statistics, what indicators can be found, how to monitor the account’s growth, how to compare multiple accounts and get detailed data of competitor’s pages.

How Instagram Statistics Can Be Useful?

For an Instagram account we can get: count of followers, count of likes, count of comments, count of video views, profile’s reach, profile’s count of views, count of story views.

Using those figures, we can calculate other indicators: account growth rate, average counts of likes and comments, engagement rate (ER). These indicators allow comparison between different accounts. This is useful when you buy advertising from a blogger or want to assess what kind of content users like more – such posts have higher ER, i.e. more likes and comments. This value will be helpful for content strategy development: you will create more attractive materials for the audience.

Monitoring of statistics allows assessing how adequate is what you are doing. For example, you sell bags. Previously you posted photos of bags in the show room, shot by professional who installed lighting and processed the pictures for a long time. But you doubt that people find it interesting to see pictures of bags on white background. And you decide to post more photos with girls carrying your bag in the street or sitting in a café — that is to show how your product looks in real life. You think this is a good idea but the photographer disagrees. Statistical analysis would decide the controversy: you post pictures of girls with bags during a week and then evaluate the results for this week and the previous one.

Instagram account analysis will help evaluating the efficiency of an advertising campaign or the performance of a new specialist if you delegate advertising settings and bloggers relations.


How to View Statistics on Instagram

There are two convenient ways to see Instagram account statistics:

  1. Statistics on Instagram (for your own accounts);
  2. Using social media analysis tool (for your own and others’ accounts).

You can view Instagram account statistics in the service itself. The functionality is available for users who switched to business account. Anyone can do that.

To switch to business account (and enable viewing of page statistics on Instagram), go to Settings, find menu item “Account”, then “Switch to corporate profile”. Follow the instructions by Facebook: create a business page in the social media (it may be left blank) and fill in the contact details.

Account statistics will be available for posts made after the business account was enabled. If you disable the business account and then enable again, all data will be lost.


What Data Are Shown by Instagram Statistics

You can view statistics for every post in the Statistics section. The View Statistics button is located between the picture and the text and is only visible to the account owner.

Note that for promoted posts Instagram shows the total for the reach and sums of comments and likes, gained both naturally and by means of paid promotion. You will see two sections in the statistics: Promotion and Natural.

For detailed analysis, use the Instagram Insights tool. To navigate to it, select the statistics icon in the profile’s upper right corner.

Enabling Statistic for your Instagram profile

Metrics Shown by Instagram:

Views: Weekly total count of non-unique views for all your posts.

Reach: Count of unique profile views.

Profile Views: Count of non-unique profile views.

Website Link Clicks: Clicks on the link shown in the profile.

Send Email Clicks: Clicks on Contact button.

The Posts section gathers data for all the posts made since business account was enabled. Posts may be sorted by format (photo/video/gallery), time period (week/month/year/two years) and the following metrics:

Views: Non-unique post views.

Reach: Unique post views, 1 account gives 1 view.

Engagement: Engagement (summed likes and comments) count.

Likes: Count of likes.

Comments: Count of comments.

Saves: Count of saves.

These data will allow understanding which posts turned out to be the most discussed, popular and saved for the reporting period.

Statistics of Instagram account


Although stories are deleted in 24 hours, the statistics stores data for 14 days.

You can sort the stories by views, reach, back and forward touches, exits from stories and replies to stories.

Live Streams

Live streams may be assessed by two parameters:

Viewers for a particular point in time: The streamer and all the viewers see the audience count in the stream’s upper right corner. It shows how many people watch the stream right now.

Viewers: this data become available when the streaming is over and to the streamer only. It shows the total number of accounts who connected to your stream.

Followers Activity and Demography

The next block of Instagram stats (summary) is users’ gender, age and location data, as well as followers’ activity during the week and by hour.

The followers data are only shown for accounts with more than 100 followers.

The activity data show when your audience uses Instagram. This is the best time to publish posts – more people will see them. Instagram newsfeed algorithms take into account the engagement received by the post during the first minutes after being published. If your post is noticed and immediately liked, it will reach farther.

The data provided by Instagram are not enough to generate reports. For example, you cannot view account growth dynamics. And to make a detailed report, you would have to tabulate the data manually.

You can view only your own account’s statistics, which is why the Instagram’s internal statistics does not allow analyzing competitors. To analyze statistics in detail, download a report or obtain competitor’s data, use Popsters.

Demography of followers on Instagram - account stats

What Popsters Can Do to Analyze Instagram Statistics

The tool analyzes any account. You can load your company’s or competitor’s account.

Social analytics tool Popsters determines successful posts over the specified period: by counts of likes/comments, or ER.

You can find the most discussed posts – they have the highest number of comments. These are often contest posts. Tip: This analytic tool allows you to spot the competitors’ contest mechanics or ways to increase engagement in an account, as well as to find interesting contest subjects, which are likely to evoke response from your audience.

What Instagram account statistics Is Gathered by Popsters?

  • Activity by week day or hour
  • Relative activity by text volume and week day or hour
  • Activity as a function of content type shows which format is more attractive for users, photo or video
  • Plotting diagrams for likes, comments, followers, ER
  • Count of posts by content type
  • ER as a function of post’s content type and text length
  • Text references: The tool finds posts that are most frequently used in the account, and also ER for posts containing a specific word

The data can be analyzed at the tool’s page itself or exported to Excel, PDF or PPTX.

You can also download all the posts for the analyzed period.


Using Popsters to Analyze an Instagram Account

Sign in the tool with Instagram. Type in the search box the name or address of your account and click Search. Define the time period, for which you need profile statistics.

Analytic tool for Instagram

To compare two accounts, click “+” after adding the first one and then add the required page.


Instagram Account Statistics in Diagrams and Metrics

Let’s look at the diagrams and into what those data mean. To view diagrams for your account, select the required data in the left column Statistics.


Text Length Diagram

Shows the engagement rate of posts with different length of the text

Statistic of the best text length for the posts

Hours Diagram

Reflects the success percentage of a post made on a specific time as compared to all the posts for the entire period

 Best time to publish in Instagram

Likes Diagram

Shows the number of likes received by the account during specific days of the analyzed period

Statistics of Likes in Instagram by days

ER and Content Type

This is very useful stats for Instagram: statistics by total engagement rate for published posts.Engagement Rate by days stats

Engagement Rate of posts depending on the type of attachment.

Best types of posts in Instagram

Engagement Rate of posts depending on length of text in the post.

Best length of text for social media posts

Competitive (relative) activity depending on length of text in the post.

Relative activity of posts with different length of description

Hashtags, ER and Activity

And more useful metrics for extended analysis of Instagram accounts.

Most used hashtags in Instagram Best hastags on Instagram - stats summary Count of posts with different types of attachments in social media Comparing different pages on Instagram by hashtags

What Influences Instagram Stats?

Performance on Instagram depends on many things: content quality, your account’s subject, content management.

Quality Content

Instagram is a visual social network. Post nice and interesting pictures of the product. Non-unique pictures are not interesting for the audience here, spend resources to creating your own content: photos, videos, gifs, infographics or illustrations.


Audience Relations

Instagram algorithms substantially affect the promotion efficiency in this social network. Therefore, mind the criteria that influence the feed algorithm. One of them is engagement. Ask questions to your audience, encourage discussion of materials. Organize more frequent contests and experiment with mechanics: the last comment, tagging a friend, tagging an account in user’s stories have different effects.


Performance Analysis

Efficient performance analysis should be done regularly and not only when problems arise.

Constantly analyze indicators on Instagram and then you will timely adjust the content strategy. Based on statistics, you can understand what subjects are interesting for your audience, what is the best time to post, which format is preferred, how long should descriptions be.

Summary: How to Analyze Instagram Statistics

  1. The two most convenient ways to analyze account statistics are the internal statistics and the Popsters tool.
  2. The Instagram’s internal statistics is only available to a business profile. It can be enabled by anyone, the setting will take a couple of minutes.
  3. Instagram account statistics provides: views, reach, likes, comments, saves, profile views, Stories views and scrolling, count of live stream viewers. But it is only available to the account owner.
  4. Popsters can analyze competitors’ accounts and compare multiple accounts.
  5. Statistical analysis allows improving content, evaluating advertisement performance, finding competitors’ gimmicks.


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