If you are at all serious about operating your Instagram account, you need to keep a close eye on your analytics. Unfortunately, Instagram doesn't make things easy if you have a personal profile – they obviously don't believe you're serious! However, once you change to a Business Profile, you can begin to access much more useful information.
We have previously written about the benefits of having an Instagram Business Profile and how to switch over. One of the best benefits is that you gain access to Instagram Insights, providing you with a range of analytics and performance statistics for the average Instagram user. There are also quite a few Instagram analytics tools available (for those with Business Profiles), and some of these are even free.
Free Instagram Analytics Tools:
All business profiles automatically gain access to Instagram Insights – Instagram’s free “in-house” analytics tool. It gives data on your follower demographics and actions, along with analytics about your content.
Once you convert a personal account to a business account, you will see Insights relating to content you post after you make the switch. You can access your Instagram Insights in multiple ways – from your profile, individual posts, and your stories.
You will find a summary of data for the content you've posted in the last seven days. It also shows you how many followers you have and how many you've gained in the past seven days. Likewise, it shows you the total posts you've made, and how many you’ve added in the last week.
Further down, you will find data such as total impressions, reach, and profile views for the past seven days. You can swipe to view website clicks and call-to-action button clicks - Call, Email, Directions.
Instagram Insights includes considerably more statistics, including:
- a summary of your follower demographics
- data for individual posts
- insights fro your Instagram Stories
- paid promotions data (if you have it)
Analisa is an influencer marketing platform that focuses on Instagram analytics. Not only does Analisa provide you with all the data related to your Instagram activity, but it analyses it to help you better understand what the numbers mean.
Analisa does offer a free service, that provides you with much of the raw data. However, you need to buy their Premium Plan if you want in-depth analysis.
You can run two kinds of reports with Analisa. An @Account Report can give you in-depth analysis on an influencer’s profile and activity, while #Hashtag reports can be used to monitor campaigns.
An @Account Report includes a wide range of stats, including:
- Engagement Rate, Like Rate, Comment Rate
- Average Engagement Rate
- Total Posts (which actually doesn’t do what it says, instead it shows average posts per day, per week, and per month, with an interactive graph to drill down to specific dates.
- Tags and Mentions
- Posting Map
- Posting Activity and Audience Engagement
- Average Likes and Comments Per Post and Average Engagement Rates
- Total Posts (Weekday Breakdown)
- Caption Words and Hashtags Most Used
#Hashtag Reports for your campaigns include:
- Audience and Engagement
- Total Posts
- Total Follower Reach
- Total Engagement
- Average Engagement Per Day
- Total Engagement Per Day and Total Follower Reach per day
- Posting Activity and Audience Engagement
- Caption Words and Hashtags Most Used
#Hashtag reports also go into depth about your influencers’ performance, so you can see which influencers did the best, and which ones you’ll probably want to pass on next time around.
HypeAuditor is a vast database powered by artificial intelligence that’s indexed nearly 3 million Instagram profiles. It contains a wealth of information, and can clearly distinguish real influencers from those who pretend to have the status, but really only have fake followers.
HypeAuditor doesn’t have a free plan, but being pay-as-you-go, it doesn’t cost much if you have minimal usage needs.
HypeAuditor was purpose-built for fraud detection. It analyzes influencer profiles, digs deep into each audience, and is generally on the lookout for the kinds of data that can expose fraud. It includes 28 different metrics and scores, giving users a thorough understanding of who they’re dealing with.
It all starts with the Audience Quality Score (AQS) that judges an influencer’s actual value from 1 to 100. You can feel comfortable with influencers who score >70. It gives you a good indication of how many of an influencer's followers are quality, too.
HypeAuditor doesn’t just provide the stats; it indicates the quality of many metrics, e.g., engagement rate, authentic engagement, followers reachability, and much more.
Popular Chips offers different levels of subscription with additional features unlocked the more you pay. Unfortunately, there isn’t a free plan. The plans come with varying amounts of tokens, and the number of tokens you have determines the number of influencers you can run reports on simultaneously.
It is an influencer platform, so you can use it for influencer discovery. However, it is very data-centric and provides a tremendous amount of Instagram and Youtube analytics.
The demographics search is far more precise than on many other platforms. Most platforms let you select an age range or gender for the audience. Popular Chips enables you to go further by adding a minimum percentage for these. You can specify average likes, average comments, the engagement rate, and the growth percentage of engagement and the total audience.
You don’t just get the full scope of analytics for past content—they also apply to the content influencers have created for you. You can add targeted KPIs to campaigns you create. Popular Chips can then measure these targeted KPIs against your actual performance in an easy-to-read side-by-side comparison.
Iconsquare allows you to schedule new posts, monitor what people say about your industry or brand), and track your Instagram analytics. It provides analytics that show trends related to engagement, impressions, posts' reach, and how your Instagram Stories perform.
It includes hashtag and competitor tracking.
Iconsquare offers a two-week free trial, and a selection of free tools, such as a full Instagram Audit.
Klear is an influencer marketing platform concentrating on influencer discovery and third party analytics. Its pricing is unclear, although it does offer a discounter startup plan for companies with fewer than 20 employees that aren’t agencies. If you’re looking for a free Instagram analytics tool, you will have to look at one of the ones further down this list (or your Instagram Insights, of course).
Using sophisticated algorithms and AI, Klear divides its extensive database of influencers into over 60,000 topic categories and offers deep analytics about their audiences’ demo- and psychographics. It has recently added analysis of Instagram Stories to its capabilities.
Klear includes a hybrid social listening/analytics tool. You can use it to research your competitors. Add their social accounts to unlock quite a bit of useful information like mentions, engagement, and follower growth. You can set monitors that teach algorithms behind the scenes what kind of accounts and content are relevant to your brand.
The platform’s bread and butter is its analytics, with an incredible number of influencer profiles indexed, with billions of data points associated with all them. It presents you with an overview of influencers’ standard social metrics that go deeper than the norm in places. One useful metric is the “True Reach”—a number the algorithm determines to be realistic based on years of historical data.
Sylo is an influencer platform that offers third party analytics for YouTube, Facebook, and Twitter, as well as Instagram. It doesn’t make its pricing public, and the clients it shares are all large, so like a number of these platforms, it is better to look at some of the products below (or your Instagram Insights) if you’re after free Instagram analytics tools.
The foundation of SYLO is its data. It does require your influencers to sign on to the SYLO platform and give it access to their social accounts. Because the influencers are authorizing the access, SYLO can go much deeper into their profiles, and their audiences, than other platforms who pull data through more restrictive public APIs.
Once influencers sign in and connect their social accounts, SYLO crunches all the data and scores all their past posts. The score applies to each piece of content an influencer creates, and its performance is judged relative to other material by the same influencer. You can dissect a content score in a lot of different ways by filtering down through different criteria: audience demographics, industry verticals, and more.
Brands can see what demographics show the most engagement, which can provide a more accurate view of post-performance. SYLO can help shine a light on whether you’re reaching the wrong audience.
Reporting on a campaign goes beyond simple SYLO scores, though. It will show you many of the standard performance metrics – it just places them into context.
SocialBook provides AI-powered data analytics for any Instagram, YouTube, or Twitch influencer. It provides you with detailed data analytics for any influencer. Although you will need a membership for serious analysis, you can view some data for a limited range of influencers on the free Startup Plan. You do need a paid plan to do an advanced search, however.
You will find a wide variety of stats for your influencers. Obviously, the data for Instagrammers varies from what SocialBook provides for influencers on Youtube or Twitch.
Each Instagram influencer profile begins with basic stats, like total followers, likes, and posts. This is followed by a cost in “BoostCoins” to see more details about the influencer, and the channel’s primary language. BoostCoins are a virtual currency on SocialBook. Importantly, SocialBook also givers each influencer a Boost Score, a score from 0 to 100 based on how powerful they believe an influencer to be.
They follow this with the Top Ten Tags the influencer uses in his or her posts. The next section includes a range of recent posts made by the influencer, showing the number of likes and comments for each post.
SocialBook then provides an estimated price range based on an influencer's historical performance and subscriber behavior, as well as an estimated Cost per 1000 Likes.
The rest of each influencer's page includes much more detailed analytics. These include multiple impression and engagement stats, split up in almost every way imaginable. It also analyzes audience demographics and interests.
Pixlee offers a free tool where you can create shareable weekly reports with analysis and metrics that help you drive more engagement and attract new followers.
You can use Pixlee's data to identify social media influencers, find brand advocates posting about your brand, and connect with social influencers and brand advocates. You can also monitor conversations and identify top-performing content
It includes hashtag statistics and tracking, growth in Instagram followers, and the data needed to identify your most engaging posts.
Socialbakers provides a free Instagram analytics tool for both Personal and Business Profiles. It gives you statistics on your most popular Instagram posts, so you can track your success, and learn what gets your audience double-tapping.
If you have more advanced Instagram needs, then you will find more advanced capabilities in Socialbakers' unified marketing platform – an AI-powered social media marketing suite. You can manage your social media accounts smarter by using AI to discover what posts to promote, when to publish them, and which audience segments to target. Socialbakers allows you to take their suite for a test run in a quick-to-learn personalized trial.
Union Metrics provides a range of analytics to build an effective social strategy and inform day-to-day execution on social media. This includes:
- Profile analysis
- Keyword listening
- Campaign reporting
- Competitive analysis
You can analyze engagement with your posts, discover fans, and identify your top content. It monitors engagement with your Instagram accounts continuously, giving you the latest insights as they happen.
Although plans range from $49 to $199 per month, you can take a free Instagram account checkup. The free Instagram analytics checkup connects with Instagram to analyze the last 30 days of activity on your account, including your posts and engagement from your fans, to give you critical insights into how to improve. These include:
- the best times to post new photos and videos to receive the most significant response from your audience
- which posts resonate with your followers and which posts fall flat so you can do more of what works.
- the kind of posts you share and what else you can add to your feed for more engagement
- what hashtags result in the most engagement for your posts to get in front of new audiences
Squarelovin includes a free Instagram Insights tool that provides most of the information you'd need to analyze your progress. It gives you a monthly analysis of your posts, and a history of your posts broken down by month, day, or hour. It offers insights into your followers' interests, and how to drive further engagement to your posts. Squarelovin analyzes your entire post history to provide insights on how you can optimize your account.