Instagram’s rolled out several new insights for Creator and Business accounts that provide a deeper dive into who is engaging with posts by splitting that information into three segments:
Accounts Engaged: This shows the total number of accounts that interacted with your content in any given time period.
Engaged Audience: This data provides demographic insights into the users that are engaging with your content, whether they follow your profile or not, including top cities, top countries, top age ranges and gender.
Reached Audience: Similar to Engaged Audience, this will provide demographic information about the people you’ve reached with your posts in a given time period, including top cities, top countries, top age ranges and gender. The difference is that Reached Audience is literally about who saw your post in their homepage or timeline whereas Engaged Audience is specifically about those who interacted with your post, whether it’s a Like, Comment, or Share.
These are useful because they allow Creators and Brands to observe what’s working and what’s not as well as whether posts are behaving in an expected way or if there are surprising insights that have emerged. These can then be used to take any necessary steps to adjust things to make sure that things are back on track to achieving the goals set for a specific post or campaign. Alternatively, the information extracted could be used to create new content or adjust current ones, depending on what’s required.
Currently, these new insight segments are being rolled out in a limited way but they’re expected to be available for global users in the near future.