Instagram Live has been trending last year. If you’re wondering if it’s a good fit for your brand, you might be thinking, “Hey, having Instagram Live analytics really helps my business understand and level up these videos.”
you are lucky. Until recently, none of the Instagram analytics tools tracked Instagram Live analytics. But in May 2021, Instagram updated its analytics features and improved its capabilities. The update included the long-awaited Instagram Live analytics and analytics for Instagram Reels.
This post will explain:
- What are Instagram Live analytics?
- How to view Instagram Live analytics?
- New Instagram Live metrics
- 5 tips for integrating these numbers into your live video strategy
Lets start.
What are Instagram Live analytics?
Instagram Live analytics is the process of tracking, collecting and analyzing performance data from Instagram Live streams.
Live workshops, discussion panels, and Q&A sessions are great uses of Instagram Live. But to know if such streams can move your social media strategy forward, you need to understand their performance.
In May 2021, Instagram wrote on their blog: “We were inspired by the ways our community embraced these forms of content. [Instagram Live and Reels] and I want to make sure creators and businesses can understand how their content is performing.”
That’s why Instagram has updated the app’s built-in analytics tool, Instagram Insights, to include Live analytics.
Knowing this data is important because:
- Analyzing data helps creators better understand how their content is performing and what their audience likes, dislikes, and finds most engaging.
- Tracking Instagram metrics can help social media professionals improve and better target their social strategies.
- Performance data helps marketers understand the success of new creative content strategies.
- Data-driven decisions can accelerate growth and increase brand awareness.
How to view Instagram Live analytics?
Instagram Insights is currently only available for professional Instagram accounts – Creator and Business accounts. Personal profiles do not have access to Instagram Insights.
(Not quite sure about all the differences between a Creator and a Business account? We’ll summarize it for you here.)
But making this transition is very easy. Go to your Instagram profile and go to your Settings by tapping the hamburger icon in the top right corner:
While in Settings, tap . Account:
then tap . Switch to Professional Account:
Next, go to Insights to view the metrics on your Instagram Live videos.
Instagram’s latest analytics update includes more detailed information about reach on the platform. Now, when you tap on Accounts Reached In the Overview section, Live analytics are included as part of this breakdown:
Source: Instagram
According to Instagram, this is to “provide transparency about what types of accounts you reach out to and which content formats are most effective at increasing Reach.”
There is another way to view all Instagram Live analytics:
- Start your Instagram Live stream.
- When the video is finished, tap . View Analytics.
- This will fetch all the Instagram Live analytics for that video. Note that metrics may take some time to load.
Source: Instagram
Instagram Live data is now available for any live stream created on or after May 24, 2021. More changes will be made soon.
Preset timeframe options will be available in Insights, as will the option to view Insights from your desktop.
Instagram Live metrics revealed
Instagram Insights now includes four new key metrics, including two reach metrics and two engagement metrics.
Accounts Reached
This is the total number of Instagram users who viewed some (or maybe all!) of your Instagram Live stream.
Highest Concurrent Viewers
Concurrent viewers is a metric that tells brands the number of viewers who watched the live broadcast at any given point; this number changes as viewers join or leave the stream.
Peak concurrent viewers is a metric that shows how many viewers watched the stream at its peak.
Comments
This is the number of comments a particular Live video receives.
shares
This is the number of times Instagram users have shared your Live video on their Instagram Stories or with another user.
5 tips for using Instagram Live analytics in your strategy
It’s great to have a handy set of Instagram Live tips to help you improve your live video strategy. But you’ll still want to check out analytics.
Whether you’re trying something new or analyzing what you’re already doing, here’s how to use Instagram Live analytics to create better, more engaging video content.
Tip 1: Streaming the test live at different times
If your business strategy includes always going live at a certain time and always on the same day, it might be a good idea to mix things up.
For example, if you’re posting a live video every Wednesday morning, try going live on Thursday evening instead. Then look at your Instagram Live analytics to see how the highest concurrent views and engagement stats compare with analytics for live videos shared during your usual posting time.
Keep testing and referencing analytics to see what time and day is best for your brand’s Instagram Live strategy. That way, your future live videos will align with when your audience is most likely to be online.
Tip 2: Test live sessions of different lengths
Do you always limit your brand’s live sessions to 10 minutes? Or is it all at least an hour? Now is your chance to experiment with length.
Don’t be afraid to try a shorter-than-usual live video session or take the time to schedule a longer one.
Then use Instagram Live analytics to see if changing the length affects the number of comments and shares the video receives. Also, look at reach metrics to see if the change increased the video’s reach.
Tip 3: Try different types of live content
With analytics at your fingertips, you don’t have to depend on what’s safe. You can try different types of content.
For example, musician Andrew Bird uses Instagram Live to share his performances with fans:
The Pandemic Pregnancy Guide invites experts to attend live Q&A sessions:
Influencers use Instagram Live to share how-to videos and tutorials:
Always double-check Instagram Live analytics after the video is complete to compare the reach and engagement rate with previously released streams.
You may find that trying something different helps your brand reach new Instagram accounts, increase engagement, and increase brand awareness.
Tip 4: Respond quickly to comments
If you’ve used your brand’s Instagram Live analytics for your previous videos and noticed that engagement metrics could be better, this could be a sign of greater audience engagement. during it broadcasts live.
Involve your social media team. If a member of the team is presenting a live Q&A or filming an event, make sure another team member watches the comments and answers questions that come in. Basically, comments show that your audience is interested in your content. We help them stay busy.
Tip 5: Try Instagram Live features
If they’re aligned with your brand, incorporating some of Instagram Live’s unique features can help increase engagement. And following Instagram Live analytics will tell you whether your target audience finds these features interesting.
For example, you can:
- Invite guests to join the live video.
- Change the camera mode. If you usually use selfie mode, try switching things up by sharing a video from normal mode.
- Share a photo or video from your camera roll with your live audience.
- Try Instagram Live’s face filters if it makes sense for your brand.
These are the basics your brand should know when it comes to advanced Instagram Live analytics. Now it’s time to go live!
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