- Many creators have been asking for more detailed analytics for Instagram Reels.
- Now, Instagram has expanded the Insights page to include new metrics for both Reels and Live.
- An Instagram product staffer explained the update, metrics like “reach,” and what’s next.
- See more stories on Insider’s business page.
Instagram is giving users access to in-depth metrics for Reels, in an update long-awaited by influencers.
Instagram’s Insights feature (which users with a public-facing creator or business accounts have access to) will now show metrics like total plays, accounts reached, likes, comments, saves, and shares for Reels. Instagram launched the short-form video feature in August 2020, but until now creators only had access to a few performance metrics, such as total views, likes, and comments.
But many creators felt that not having access to all key metrics limited their ability to fully grasp the performance of Reels — especially when pitching the feature to brands.
“I don’t know anything but the number of views, comments, and likes that I have on my Reels,” influencer Amanda Guido told Insider last year. “So when I’m getting back to the brand and I’m letting them know those insights, that’s the only thing I’m able to offer them.”
Metrics like reach, which is the total number of accounts that saw a post, have become increasingly important to both creators and marketers as a way to gauge performance.
“Everyone’s always asking for, ‘what is your 30 day reach? 60 day reach? 90 day?'” influencer Andrea Pion Pierre told Insider earlier this year.
Those asks vary by brand, but they are typically more concerned with insights such as reach or impressions, rather than likes, Pion Pierre said.
“We hear loud and clear from the creator community that, especially for Reels, we need to deliver insights,” Jackson Williams, a member of Instagram’s partnerships team, told Insider in January.
Now, Instagram’s answering those requests — along with a few others.
As part of the Insights update, creators will also have access to data for when they livestream on Instagram using the Live feature. The feature became a popular tool this past year during the pandemic. Insights for Live will now show the total number of accounts reached, peak concurrent viewers, comments, and shares.
Instagram will also give creators access to more robust insights about reach and distribution.
“We wanted to launch new breakdowns of information to help creators understand more about which accounts they’re reaching with their content, as well as which content formats are the most effective for them that driving reach,” said Trent Baren, a product marketing manager at Instagram who has worked on the Insights feature.
These insights include breakdowns of followers and non-followers reached.
“The non-follower reach we see as specifically important in helping creators learn more about who they can potentially grow into followers in the future,” Baren said.
That non-follower number is especially important for Reels. The Reels feed is one of the few places on Instagram where content can be distributed to a wider audience beyond their followers, and many creators have reaped the benefits of this, seeing revitalized audience growth through Reels.
“We’re basically putting this content in front of people who aren’t necessarily following those accounts and with that, we expect unconnected or non-follower distribution to grow for creators over time,” Baren said of Reels.
With the update, creators will also be able to view their top-performing content by reach across all of Instagram’s main verticals.
Other upcoming changes to Insights
Instagram plans to roll out further updates to Insights in the coming weeks and months, the company said.
“We don’t just only want to support creators in looking at how their content is performing, we also want them to glean trends in how their account is performing over a longer time horizon,” Baren said.
Currently, creators can view their insights for the last seven and 30 days, but Instagram plans on adding a window for the last 14 days, 90 days, and by month, Baren said.
The platform also plans to introduce ways for creators to access these insights in a desktop mode.
“We know that so much of a creator’s workflow as they’re working to edit content or produce their media is taking place in a desktop workflow,” Baren said. “And we just want to enable them to have the flexibility while they’re trying to run their business. “
Instagram has been rumored to be working on a way to create and post content on desktop as well.
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