Understanding where you should focus your attention in order to grow your Instagram account can be confusing. While you can do your research by following blogs and Instagram Growth Experts, Instagram’s constant new updates means the data provided tends to become outdated just as quickly as it’s written. With Open Benchmarks, you’ll get live data provided by over 40,000 Instagram accounts (and growing!) which gives you the most up-to-date information every time you visit.

Open Benchmarks is a free resource you can use to uncover areas you’re succeeding in and other places that could use some extra love and attention to help your account grow. If you’re a content creator, social media manager, small business, or just curious about your Instagram stats, being able to access reliable, up-to-date information that will help your account grow and succeed is a must.

What can you see from Open Benchmarks?

Open benchmarks is your new account optimization guidebook! See how different areas of your account stacks up against other Instagram accounts with a similar following size to you.

Instagram Account Analytics

Here you will get a complete breakdown of overall Instagram account performance. How many people follow an Instagram account after visiting the profile? What’s the total weekly reach of an Instagram account? How many people viewed an Instagram profile in a month? Discover all of that and more in the stats below.

From the Account Analytics Section you’ll be able to compare your overall Instagram account stats, including:

Reach & Impressions

Check out if similar users are reaching the same amount of people as you are. Reach is the number of unique users who interact with your content, whereas Impressions refers to the total number of times when users were exposed to your content.

Follower Growth Rate

Discover how your follower growth rate compares to those around you. With this metric, you’ll be able to understand if your content is driving people to follow you.

Profile Activity

A combination of profile view, website clicks and email clicks. This metric aims to give you a better understanding of how much your content drives people to visit your Instagram profile.

Conversion Rate

The number of new followers you gain, divided by the Instagram users visiting your profile in a given time period. Why is this important? This will help indicate if your content is reaching your target audience. Want to know what a conversion rate is on Instagram? Find out here.

Click-Through Rate

The number of clicks to your website or email divided by the total amount of profile views your Instagram account received in a time period.

Instagram Post Analytics Feed/Story

When it comes to getting a clear picture of where your Instagram posts and stories stand up against the crowd, it can be hard to measure. Open Benchmarks has the key metrics available and broken down for you, including all the detailed reports of your image, video posts, Carousels, and IGTVs.

True Engagement Rate

Get a clearer insight into your true engagement rate. True engagement is the total number of Instagram users who like, comment or save a post divided by the total number of users who saw that post. This means you get to see how others around you are performing on their actual posts and not just a percentage of their last 12!

Average Engagement Per PostThe average amount of engagement an Instagram user gets on their posts, although this is not a ‘true’ engagement rate. If you’re wanting to see how an Instagram account performs over a number of posts, this is the metric you want to look at.

Average Post Reach

The average amount of reach an Instagram user gets on their posts. Use this metric to see how your account stacks up, this is key to understanding how your hashtag strategy is currently working for you.

Reach Rate

The average reach of your feed posts compared to the number of followers you have. Knowing your Reach Rate can help indicate if your posts are reaching as many people as expected.

Posting Frequencies

The total amount of feed posts an Instagram user makes in a given time period. You can use this as a great baseline for your own strategy.

Now it’s time to focus on your Stories. Uncover all of our Story specific metrics here:

Completion Rate

The average rate of completion of all your Stories. This will help you understand the overall effectiveness of your Stories. The higher the completion rate, the more your audience is interested in your content.

Number of Stories

The average amount of stories made during a given time period. Similar to feed post frequency, you can see how other accounts are using Stories.

Slides per Viewer

The average amount of story slides a user views before closing out of a user's story. This metric can help guide you to the perfect length of your Story. Knowing how long you can keep your audience engaged can help you create a more tailored experience for your audience.

Average Impressions per Story

The average amount of reach an Instagram user gets on their posts in a given time period.

Instagram Hashtag Usage & Performance Analytics

We all know that hashtags are super important when it comes to reaching more people on Instagram. The right hashtags can be the difference between your post flopping, or your post flying. The metrics below will help you identify where you stack up and where you may need to improve.

Rank Ratio

The number of hashtags you rank on, divided by the number of hashtags you use in a time period. Understand how accounts are ranking, and see where you fit in.

Hashtag Usage

The average amount of hashtags used per feed posts by users in a given time period. We recommend using all 30 hashtags in your post to give you the best possible chance to reach as many people as you can.

Total Time RankingThe total amount of time a user spends ranking on hashtags in a given time period. This can help you see how long a post stays relevant on the ‘Top Posts’ feed.

Unique Hashtags Used

The total amount of unique hashtags a user uses in a given time period.

How can you use this data to improve your Instagram strategy?

So now you have the data, but how do you utilise it? Being able to understand these Benchmarks will ultimately help you decide which areas you need to improve on and which ones you’re already succeeding.

While focusing on the areas you’re doing really well in is great (yes, celebrate how your account ranks more on hashtags than similar accounts!), knowing the total time you rank on hashtags for and how that compares to other accounts will be hugely helpful in growing your Instagram page.

Identify key metrics you need to track

This will differ from account to account! For example at Flick, we may be more interested in increasing our profile activity and click-through rate and focus heavily on those metrics. However, an influencer may be more focused on increasing follower growth and engagement rate. Before going more in-depth with your Benchmarks, it’s important to identify what metrics are important to you for your overall growth.

Identify the metrics your account is below average on

Although these metrics might not be your KPIs (Key Performance Indicators aka goals you’re trying to reach for your account), metrics that are below average could help with some quick and easy wins to improve your overall account.

Start by reviewing each section of the Benchmarks:

1. Account

2. Feed content

3. Story content

4. Hashtags

Once you’ve explored each of your metrics, note down which ones you’re running below average on and how you can work to increase these over time. Which ones will have the biggest return for your account? Which ones will you need to spend more time exploring solutions for?

If your “posting frequency” is below average, the answer is simple. Post more content! If your “unique hashtags used” is below average, mix up your hashtag strategy! Experiment and find the best hashtags for your account to use, and if you don’t have the time to research, use Flick’s hashtag tool to help you easily find the best ones for your account type.

FYI: You don’t have to be the same as the average, just start working on getting closer to it!

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