If you want to improve your church Instagram, start with looking at your analytics.
Your analytics will help you to know what is working and what is not so you can make adjustments.
In this post, I’ll walk you through the Instagram Analytics you need to know to make sure you create a winning church Instagram Strategy.
Stop Theorizing About Your Instagram Effectiveness and Make Decisions Based on Your Analytics
Have you ever had those discussions with your staff and volunteers about if your Instagram is working or not, and everyone has a different opinion?
Some go for quantity and think getting the same announcement post up there every day (or multiple times a day) is a win.
Some go for quality and want to post less for capacity sake and make sure every post is perfect and that is a win.
And of course, a majority are looking for more engagement from their church community and potential new church members.
These aren’t bad ideas or goals, but instead of spending too much time theorizing about what works best or what the “experts” say works, or comparing yourself to other churches who look like their Instagram is poppin, it’s best to know your numbers and focus on improving them.
Adjust your strategy based on what your Instagram Insights are telling you.
This post is all about Instagram Insights, which ones are the most important to know for churches and how to find them.
How to Find Instagram Analytics
First make sure you change your account type to either a Business or Creator profile. Then you’ll be able to see Analytics for your account.
To do this go to: Settings > Account > Switch Account Type and then follow the instructions to switch to Business or Creator.
Once you’ve switched your account type you should see the Insights button on your profile page as you see below.
You can also get to your Insights from the hamburger menu at the top right.
Note: Instagram Analytics will only be able to show you analytics for content published after you switched to a Business or Creator profile.
#1 Instagram Audience Analytics
Under Insights you’ll see Your Audience. When you tap this you’ll be able to learn you percentage of growth in your following and be able to compare to previous time periods.
If you select the filter at the top left, you can filter by:
- The Last 7 Days
- Last 14 Days
- Last 30 Days
- Previous Month
- Last 90 Days
- Or Select Custom Dates
You can see your locations and countries. This can show you if the right people are following your church.
If you have a ton of random locations, you can take note of maybe why your engagement isn’t very high compared to your following.
Next, you can check out the age range and gender. Although we want to reach new people, it’s important to know who we are speaking to each time we post. This will give Insight to who from your church follows you on Instagram and you can see if there are any discrepancies. You can see what age group is resonating with the content you are providing.
Lastly, you can see most Active Times by hour or day.
The best time to post is right before your audience is the most active! This way when they hop on Instagram, your post is ready and waiting for them.
#2 Instagram Feed Analytics
You can look at Feed post analytics in two places. In your Insights Panel under Content You Shared.
The second place is directly underneath each post you publish you can tap View Insights for more detailed information.
Under Content You Shared you can filter all your posts by Post Type, Metric and Time Period which is really powerful. Here’s the options you have:
- Business Address Taps
- Call Button Taps
- Email Button Taps
- Post Interactions
- Profile Visits
- Text Button Taps
- Last 7 Days
- Last 30 Days
- Last 3 Months
- Last 6 Months
- Last Year
- Last 2 Years
When you select View Insights from each individual post you can see:
- Saves and shares
- Actions taken from the post like profile visits and website taps
- Accounts Reached
- Where your impressions are from (Home Feed, Hashtags, Profile)
- How many follows you got in result of that post
This is a quick way to see how your post is performing. You can see a lot from these analytics like. To name a few important things you can notice:
- What content is being saved and shared versus, only likes and comments.
- How well your hashtag formula is working and how many impressions you have from Hashtags specifically. If hashtags do not show up under Impressions, that means, they didn’t reach anyone.
- How effective your posts are at sending people to tap your website
I always like to check the individual posts, then if you see a post that stands out from the rest, you can take note of that for your Instagram Strategy moving forward.
#3 Instagram Stories Analytics
You can view your Stories analytics in two places. First, in the Insights panel, second when you swipe up on a live story.
What you can view is similar to Feed posts with a few additions.
You can filter by:
- Exited (who exited your story)
- Next Story (who tapped forward to the next story after they saw the current one)
- Replies (How many people responded to your story in a DM)
When you select an individual Story and swipe up you can see more detail analytics.
If you select the button to the right of the bar graph you can see the results of your Stories Stickers.
Make sure you always go back and check your results for your Stickers so you can repost them and see if people engaged with you.
If you need some fresh Instagram Stories ideas go to my post 30 New Instagram Stories Ideas for Churches for some inspiration.
#4 Instagram Reels Analytics
Reels Analytics are new at the time of this post. You can view them in the same places as Feed and Stories in the Insights Tab under Content You Shared or going to each individual post and tapping View Insights.
For Reels you can see Plays (which is similar to impressions) plays does not count unique people who saw your Reel but number of plays.
You can also see: Account Reached, Likes, Comments, Shares, Saves and Total Reels Interactions.
You can use this information to see what types of Reels you should do more of.
Reels shared to your Instagram Stories are included in the overall view count. So always share your Reels to your Instagram Stories for more exposure to your current community.
If you want to learn more about Reels head on over to Instagram Reels for Churches: The What, Why and How or if you need some ideas to get started go to 12 Church Reel Ideas to Try Today.
#5 Instagram IGTV Analytics
Instagram IGTV Analytics are located in the same place either in the Insights Tab or by selecting the three dots when you are looking at an individual IGTV.
You can see the average percentage watched, which can show you if people are actually interested in your content or if they are disengaging at some point.
Depending on what you find out, you can experiment with shorter and longer clips to see what resonates with your audience best.
When you find an IGTV that did well, think about what worked. Was the title more interesting? Did you post it at a certain time?
#6 Instagram Lives Analytics
You can see basic Insights for your Instagram Lives.
You can see how many accounts were reached. This is the number of accounts that viewed some of your live stream.
You can also see your Peak Concurrent Viewers which is the highest number of viewers who were watching the video while you were live.
#6 Instagram Guides Analytics
There are no analytics for Instagram Guides right now.
Views will be counted for the individual content shared in the Guides, but we have no way of knowing at the time of this point how many people are utilizing your guides.
This will most likely change as Instagram has been expanding their Insights Panel.
Your Insights right inside Instagram are a powerful tool to utilize to understand how your Instagram is performing overtime.
If you use other scheduling Platforms they may have an Insight Tool as well with similar analytics.
But if you don’t, it’s not a huge deal, the Instagram Insights panel is robust and really has all you need.
Get familiar with your Insights Panel so you can make real decisions about your Instagram Strategy instead of basing how your Instagram is doing off of one bad post or a “feeling”.
Plan a time to look at your Insights quarterly and report it to your team so they can all be in the loop.
Churches can be frustrated with their social media but sometimes it’s because of a lack of understanding of what is really going on under the hood.
Take your team under the hood and learn how to improve day by day!
And as always, if you have any questions send me a DM over on Instagram and I’ll get back to you asap!