To generate a high volume of likes, comments, and shares on your Instagram Reels, it's crucial to closely monitor your analytics. This can provide you with essential insights into your target audience and the performance of your content. 

In this article, we will provide a guide on how to measure the performance of your Instagram Reels through built-in analytics or third-party tools, and how to leverage this information to take your brand to the next level.

Benefits of Using Instagram Reels for Marketing

Should you use TikTok, Reels, or Shorts? Instagram Reels are great tools for marketing for several reasons. These include: 

• Wider reach. Statistics indicate that over 2 billion people engage with Instagram reels every month. That means they have a wider reach, mainly because reels are discoverable on the Explore feed and the dedicated Reel tab. 
• Participating in trends. Reels enable users to participate in remixes and trending challenges, increasing their reach. With trends being big on social media, they make it easier to get ideas for your content on the platform. 
• More relatability. When you leverage Instagram reels, you can make your brand appear more genuine and approachable. You can, therefore, increase your audience’s trust and get more followers.
• Higher user engagement. You can use reels to inspire your audience and make them take action. When doing that, use a call to action that encourages viewers to take action, such as sharing the reels, following your page, or even visiting your site.  

Understanding the Instagram Reels Insights

Instagram reel analytics are designed to measure the performance of these short videos on the platform, thereby improving your Instagram reel marketing. They provide important insights, such as your most effective reels, the best posting time, and the viewing habits of your audience for reels. However, as of today, only creator accounts and businesses can view Instagram Insights.

Key Instagram Metrics to Track 

When using the Instagram analytics, there are different metrics you should track, such as:

• Plays. The Instagram reels are counted immediately when a video starts playing or when a user taps the Play button. Replays don't document when measuring the plays.
• Likes. When users tap the heart icon on your reel, it counts as a like. The metric can help you determine the value of your video content. 
• Comments. As your reels receive more comments, they will appear more compelling to your audience and Instagram’s algorithm. When your brand gets more comments, this can result in a more positive brand message. It can also help to improve the visibility of your Instagram content.
• Shares. The shares can help your reel reach a wider audience through the Instagram network. The number of shares is determined by the quality of the reel and CTA. 
• Account reached. This metric is unique in that it shows the number of unique people who viewed the reel, regardless of whether they played it or not. The Instagram reach is typically divided between followers and non-followers. 
• Saves. If you are creating evergreen content, saves can be a good metric to show its quality. After a user has saved a reel, it indicates that they want to view the video again in the future.
• Engagement rate. You need to use a social media analytics tool to track the engagement rate. The metrics will show you the number of users who like, share, or comment, compared to your follower count.
• Hashtag interaction. To determine the hashtags that yield the best results, you need to track your hashtag interactions. You can then use the data to refine your copywriting and social media content. Also, you will need a third-party tool to track the hashtag interaction.

How to Measure Instagram Analytics Inside the App

To get insights into the performance of your Instagram reels using the app, follow these steps.

Visit the Professional Dashboard

Go to the profile page on the Instagram mobile app. Under the bio, tap the "Professional Dashboard" link. The Instagram professional dashboard will provide you with insights into the past two years. However, it will only display the data of your previous 30 days on this page.

Click on Reel Insights

Go to Accounts Insights and tap "See All" to access in-depth data. You will then go to the Overview page. Under the tab named Content You Shared, tap on Reels. Alternatively, you can tap the drop-down menu and choose Reels.

Select the Right Reel

To view the report with real insights, select the reel whose data you want to see. You will see the reels on Instagram sorted according to engagement, which will provide insights into the best-performing reel. Under Reel insights, you will find important information about the reel, including its duration, effects used, and audio. This will also provide you with a summary of the relevant reel analytics, including likes, comments, and plays. 

Another option is to go to the reel tab and open the reel whose data you want to see. You can tap the settings icon, marked with three dots, and choose Insights to view the exact reel report. Under the summary labeled “Reel Insights,” look for data on “Accounts Reach” to get information on how users saw the reel. This will show you the total reels garnered. 

Check the Watch Time and Reach of the Reel

Below the insights of the reel summary, check the data of the Accounts reach to determine the number of people who see your reel. This will show the total plays garnered by reels. Remember that the reach metric is just an estimate, and there might be some discrepancies. If you realize that the reach of the reel is higher than the plays, this could indicate that people are scrolling past the reel.

You will also see the watch time under the metrics, an indicator of how compelling the reels are. This will show you the average watch time the audience spends on the reel. If the reel length is longer, it suggests that people are losing interest before reaching the end of the video.

Final Thoughts

Analyzing your Instagram reel analytics can help grow your brand. The numbers will show you what works and what doesn't, allowing you to use the information to take control of your campaign. By tracking your Instagram reel analytics, you can consistently create high-quality videos that your audience will resonate with.