Instagram analytics: Accessing useful data for your events

Getting the most out of Instagram Analytics for your event brand:

✏️ WHO
Let’s start with the basics. Only business or creator accounts can enjoy the benefits of analytics, so if you’re running your event brand from a regular account now’s the time to switch.

✏️ WHAT…
Instagram Analytics is a tool that allows you to get to know your audience.

Audience data will help you understand your growth, who you’re reaching and when they’re most active, and content data will let you know how posts have performed, including things like actions taken, impressions and profile visits.

Crucially for event brands, you’ll also be able to see how many people visited your website as a result of a post and how many people clicked the ‘call’ or ‘email’ button (if you have one set up) - important info if you want to get people from Instagram to IRL.

✏️ WHERE?
This one’s easy. You’ll find a button on your account profile called ‘Insights’ (right underneath ‘Edit Profile’). If you want to check analytics for a specific post, just click on the picture and you’ll spot ‘View Insights’ in blue text underneath it.

✏️ WHEN?
Whenever you want. If you’re anything like us you’ll probably find yourself getting lost in analytics all the time. But particularly when you’ve got event targets to meet (so you can update creative if necessary), when you’ve tried something a little wild, or when you’re running a paid-for promotion.

✏️AND WHY?
Because it means you can start creating better content. And better content means KPIs you’ll want to shout about. You’ll know who you’re talking to, what they like engaging with, and even when they’re most active. This kind of intel helps inform your marketing strategy, so you’re not just posting about your event and hoping for the best. Work out what your goals are (e.g. brand awareness or increased event enquiries?) and harness the power of analytics to smash them.