Instagram’s new analytics give detailed insights

Looks like a missing piece of the Instagram pie is finally coming to the platform. Instagram is testing detailed analytics, according to Later (formerly Latergramme). The analytics, otherwise named Insights (similar to Facebook’s own analytics), are going to provide some pretty detailed information, really arming marketers and other data junkies with information about their followers and posts.

• Follower data will include age distribution, geographic distribution, gender distribution and follower activity by hour, among other data.
• Top posts will display all images posted within a specified period (seven or 30 days) sorted by impressions.

Here’s a look at what’s coming:

The Insights appear to be speaking to various needs of marketers, so that they can better understand the best times to post for their followers for top engagement rates; who is engaging with their content and if they’re engaging with a business profile; when posted content has generated the most impressions and engagements; and whether older posts are still resonating with Instagram followers. (The answer is a likely yes, especially with Instagram’s updated algorithmic feed sorting.)

With the data at a marketer’s fingertips, they’re no longer going to be blind to how well their content is performing. And that’s a good thing. If Instagram is pulling the demographic data from Facebook, they are painting the most accurate picture on engagement that there could possibly be, and that helps businesses tremendously in creating the best campaigns they can.