Some people obsess over their statistics. I’m not one of those people. But it’s good to have an idea of what content is doing well, and what isn’t. Also, if you lose a load of followers, you can see what you ousted that scared them off.

To check your statistics, head to those three little lines on the top right corner and then ‘insights’.

Here, you can click into ‘accounts reached’ and see your most popular days for engagement.

You’ll notice a big drop in engagement on Sunday. That’s because I didn’t post anything. I don’t tend to post on the weekends (on @therobora feed).

You can also click into ‘content interactions’ and scroll down to see your top ‘performing’ posts and Stories.


Over on my @annieridout account, check out the top performing posts…

As you can see, there are a lot of ‘baby’ shots. So that’s definitely part of my niche over there. And that’s why I can only get away with occasional ‘course-selling’ posts. My followers mostly want the mum/baby/mum-with-baby-working posts.

What should you do with these insights?

When you see that all your most popular posts follow a similar structure, or have a specific type of image, or focus on a niche within your niche, or have a certain ‘feel’ (humorous, helpful etc), you want to be putting out more content like that.

It’s what your people are engaging with; it’s what they want.

On the flipside, if that quote box or image you thought was SO BRILLIANT just didn’t get much attention at all – you might need to think about dropping other similar content ideas. We don’t always get it right, and it’s the followers’ opinions that matter most.

So use your insights to inform your content – visually, as well as the captions.

Final note on insights

Some people would recommend getting really stuck in to those stats to see what’s working and what’s not and to then devise a watertight marketing strategy around it.

I don’t.

Do have a look, though. Check it every now and again. But spend your time on your grid – asking questions, engaging with the comments – and soon you’ll have a feel for what’s working well.

Also, let’s be honest, we’re all constantly checking the ‘likes’ and comments, to see how well as post has done, so you’ll be checking what works and what doesn’t that way, too.

One metric that’s worth noting, though, is post ‘saves’. This is when someone clicks the little flag-shaped thing on the right, underneath a post.

This is so that they can come back to it. And so if someone bothers to save a post, it’s because it’s really been useful.

And that’s what we want: people coming back for more.