Instagram Insights is providing businesses on its platform with a wealth of new demographic data about who is engaging with their content – as well as who isn’t engaging.

Before, the platform only gave businesses Insights about the users who were specifically following your page. 

With the latest update to Instagram Insights, this is now expanded to all the users that see your content, even if they don’t follow your page or directly engage with your posts.

Below, we’ll dig into exactly what demographic information is now at your fingertips on Instagram Insights.

New Demographic Insights on Instagram

Your Engaged Audience

If you want to find out information about the users who are engaging the most with your content, you’ll want to look in the new Accounts Engaged section. 

Here, you’ll find a range of information including:

  • Where your most engaged audience lives
  • What gender are they?
  • How old are your most engaged audience?

Additionally, you can filter the information based on followers or non-followers and see the total number of accounts that have interacted with your posts within a set time range.

Who You’ve Reached

Of course, the number of people engaging with your content or following your page is just a fraction of the total number of users seeing your content. 

The new Accounts Reached section of Instagram Insights contains details about everyone who has seen your posts, whether they liked, commented, or kept scrolling. 

In this section, you’ll find the total number of accounts you have reached, as well as demographic details similar to those found in the Accounts Engaged section.

Where To Find Instagram Insights

If you’ve never checked out your Instagram Insights before, it is located in the main menu of the Instagram App when logged into a business account. 

From there, you can browse all these details and more – like when your followers are most online.

For more about the new demographic details available in Instagram Insights, check out the announcement here.

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