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October 19, 2021

How to Use Instagram’s Audience Insights to Improve Your Next Ad

BY: Instagram Business Team

San Francisco, CA

At Instagram, we’re committed to helping creators turn their passion into a living and supporting small businesses. As part of our ongoing work to give professionals the tools they need, we are launching new experiences in Instagram Insights that will help creators and businesses learn more about their audience. Today, we’re introducing accounts engaged, engaged audience, reached audience and new transparency for creators who partner with brands.

What's new in Instagram Insights?

Accounts Engaged & Engaged Audience

Accounts engaged highlights the total number of accounts that interacted with your content in a given time period. To help professionals better understand who’s engaging with their content, we’re also providing key demographic information including top cities, top countries, top age ranges and gender, as well as a breakdown by followers and non-followers. We will continue to highlight the total number of content interactions received across each content format.

example of Engagement screen on Instagram, showcasing data about accounts, audience and interactions

More Information About Your Reached Audience

In addition, we have added new information about reach. In May 2021, we launched several updates to reach, providing more visibility into the accounts you’re reaching and how you’re reaching them. Today, we will begin providing demographic information about your reached audience, including top cities, top countries, top age ranges and gender. This information can be found by tapping “accounts reached” in Insights.

example of Reach screen on Instagram, showcasing data about accounts and audience reached

More Visibility for Creators that Partner with Brands

We will also be providing additional visibility for creators who partner with brands. We’ve been inspired by the creative ways our community of businesses and creators have come together to create collaborative content. When a brand promotes a creator’s post with the paid partnership label or creates an ad without a pre-existing post, that creator will now be able to see the performance of that ad including reach, likes, comments, saves and shares. Creators can now find this information by selecting “view ads and insights” within the branded content ads section in settings.

We understand that insights are a critical resource for professionals looking to understand how they are performing on Instagram, grow their audience and engage their community. We are hopeful that these new features will help businesses and creators shape their content strategy and more accurately assess the quality of their partnership when engaging in branded collaborations. We will be continually updating the Insights experience to better meet the needs of creators and businesses.

BY: Instagram Business Team

San Francisco, CA