From content creators to businesses alike, many social media users are using metrics so that their content constantly reaches the right audience. With the rise of frequent algorithm changes and in-platform features, many are using these tools to enhance their content so that they can drive consistent traffic to their page.
In recent years, social media giants like Instagram have experienced significant changes that have directly impacted how people use the app. First released in 2010 and later acquired by Meta, formerly known as Facebook, in 2012, the social media platform has undergone many updates so that users continue to get the best in-app experience. From being able to archive content, edit posts using its in-app tools, and crossposting to Facebook, these changes have all had a notable impact on how users create and refine their content.
One metric that many use to track their content’s viewership and performance is Instagram’s impressions feature. Essentially, these impressions are a type of benchmark that shows you how many times your posts have been shown to others. Content creators and businesses use this metric to gauge interest in what they post and use it to improve their strategies.
If you want to learn more about Instagram impressions and how you can use them for your business, check out the info below.
What Are Instagram Impressions?
Instagram impressions are a type of metric that shows how many times Instagram is showing your posts to others across the platform. These impressions can either be shown to someone who already follows you or by your content popping up on someone’s Explore page, even if they don’t necessarily click on it to view it. Impressions can also be garnered if your post is shown to someone under the app’s ‘Suggested Reels’ section of their feed or if you use paid advertising.
Instagram impressions were first rolled out in 2016 as part of the platform’s initiative to introduce more analytics tools that businesses and creators can use. Together, impressions along with other metrics such as reach, which is calculated by the number of people who’ve viewed your content, to profile views, which shows how many times your profile was seen by others, can all be used as an indicator to see how well your content is performing. Businesses and creators turn to these metrics to grow and maintain an audience since it can be used to track the content that’s most effective and indicates what may need improvement.
In recent months, Instagram has introduced some major changes to its impressions tool. Now known as ‘Views,’ this update officially became a part of the app in April. This update also changes the way content is shown. In the past, Impressions were gauged by how much your content was shown on screen, even if it wasn’t interacted with. With ‘Views,’ Instagram is now calculating the number of times content is actively being viewed or played, which coincides with the platform’s move towards encouraging users to create and share more meaningful content.
Why They Matter
Thanks to ‘Views,’ users can now pinpoint the exact number of times their content was seen or played. This new update also phases out other metrics including ‘Video Views’ and ‘Plays,’ which were originally used alongside ‘Impressions.’
Overall, Impressions allows users to improve their content strategy and identify what’s doing well and not so well. Impressions also help users to understand what their audience’s interests are so that they’re able to act upon that information instead of being left in a continuous cycle of trial-and-error when it comes to their content. For a business owner or content creators, this could look like posting more Reels instead of images or improving the way their captions are written so that their audience feels more drawn to reading them through and engaging with their content.
Impressions also lets users spot trends and dips over time, which is key to analyze in order to cultivate a dedicated following who’s eager to engage and purchase what you’re promoting. Impressions can assist in determining the kind of content that’s being seen the most at the times you post so that you can expand upon those metrics. For instance, this could look like a small business that sells jewelry, increasing the amount of times they post per week as the holidays approach after noticing an uptick in impressions and engagement on their existing content.
How to Track Them
To use and track Instagram impressions, you want to make sure you’re either using a ‘Business’ or ‘Creator’ account since they can only be seen by these types of accounts.
To change your personal account to a business or creator one, open the app, tap the profile icon so that your profile page appears, and then click the three-lined menu at the top right corner of the screen. From there, scroll down to the ‘Settings & Privacy’ tab and then click ‘Account Type and Tools,’ to switch your account type. If you’re an established business that wants to build an engaged following on the app, switch to a business account. If you’re a content creator who works with brands and does affiliate marketing, sponsored content, or collaborations, then go with a creator account.
Based on the account type you choose, you’ll then be directed to add your business or creator name, select a category that best represents your page, such as a local business, retail company, influencer, or artist. You’ll also be asked to provide other details like your business’ contact information so customers can reach you through the app, or a link to your website or portfolio as a content creator.
After you’ve set up your account, you’ll then be able to view your account’s ‘Professional Dashboard’ on your profile. To view all your account’s insights including impressions, click ‘See All Insights.’ Note that you’ll only be able to see insights from content that you post after switching to a business or creator account since content posted by personal accounts don’t come with these metrics.
When keeping track of them, be sure to set a time each week to regularly review them so you can know how well your content is doing. If you notice anything different, you can make note of these changes and use them to fine-tune your approach and test out other strategies.
Ways to Boost Your Impressions
With your insights feature up-and-running, you can now use it to create a consistent posting schedule to increase your impressions and build a following. You can start developing this plan by choosing a few dates and times to post each week and analyze how well your content does. Platforms like Asana, Notion, and ClickUp can help you map out a posting calendar, while tools like Buffer, Latter, and Hootsuite, can help you to schedule your content.
To increase your impressions, you want to make sure you use the content calendar you’ve created to post consistently. Posting on a regular basis allows your existing followers to continue engaging in your content. It also gives you more of a chance to become discovered across the platform. You also want to make sure you’re referencing your Professional Dashboard after you post to see how well your impressions are for each post and for your account altogether. That way, you identify the best posting times for your followers and make adjustments if needed.
When it comes to creating meaningful content, you also want to write informative captions that your audience can engage with. It’s also helpful to add hashtags related to your niche in your captions and prompt readers to take action from your content, such as asking them to ‘leave a like or comment below,’ or to share with someone they know. That way, you can develop an active audience, and have your content introduced to users with similar interests.
Using Instagram’s different post formats is also helpful because it makes your page look dynamic and encourages users to discover more of what you’re about, thus having a chance to boost your impressions. You can consistently engage with your audience and potentially reach non-followers by posting a mix of static images, carousels, stories, and Reels to keep things fresh, up-to-date and interactive.
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