Instagram Live was trending last year. When thinking about whether it fits your brand well, you might think, “Hey, Instagram Live Analytics would really help my business understand and improve these videos.”
You’re lucky. Until recently, none of the Instagram analytics tools tracked Instagram live analytics. But in May 2021, Instagram updated its analytics capabilities and expanded its capabilities. The update included the long-awaited Instagram live analytics and analytics for Instagram Reels.
This post will explain:
- What Instagram Live Analytics are
- How to view Instagram live analytics
- The new Instagram Live metrics
- 5 tips for incorporating these numbers into your live video strategy
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What is Instagram Live Analytics?
Instagram Live Analytics is the process of tracking, collecting and analyzing performance data from Instagram live streams.
Live workshops, round tables, and Q&A sessions are great uses of Instagram Live. But to know if such streams will advance your social media strategy, you need to understand how they are performing.
In May 2021, Instagram wrote on its blog: “We were inspired by the way our community has adopted these content formats [Instagram Live and Reels] and want to make sure YouTubers and companies understand the performance of their content. “
For this reason, Instagram has updated Instagram Insights, the app’s built-in analytics tool, to include live analytics.
Knowing this data is important because:
- Analyzing data helps YouTubers better understand how their content works and what their audience likes, dislikes, and finds most interesting.
- Tracking Instagram metrics can help social media professionals improve and target their social media strategy.
- Performance data helps marketers understand the success of new creative content strategies.
- Data-driven decisions can drive growth and increase brand awareness.
How to view Instagram live analytics
Currently, Instagram Insights is only available for professional Instagram accounts – Creator and Business accounts. Personal profiles do not have access to Instagram Insights.
(Not sure what the differences are between a Creator and a Business account? We’ll explain that here.)
But it’s easy to make that switch. Go to your Instagram profile and navigate to your settings by tapping the hamburger icon in the top right corner:
In Settings, tap account:
Then tap Switch to the professional account:
Next, navigate to Insights to see metrics on your Instagram Live videos.
The latest analytics update from Instagram contains more detailed information on reach on the platform. If you tap on now Accounts reached The Overview section includes live analytics as part of this breakdown:
According to Instagram, this should “create transparency as to which types of accounts you can reach and which content formats are most effective in increasing reach”.
There is also another way to see all of Instagram Live Analytics:
- Start your Instagram live stream.
- When the video is ready, tap Show insights.
- This will show all the Instagram live analytics for that video. Note that it may take a moment for the metrics to load.
Instagram Live data is now available for all livestreams created on or after May 24, 2021. Further changes will follow shortly.
Preset timeframe options are available in Insights, as is the option to view Insights from your desktop.
Instagram Live Metrics Explained
Instagram Insights now includes four new key metrics, including two reach metrics and two engagement metrics.
This is the total number of Instagram users who viewed part (or maybe all!) Of your Instagram live stream.
Highest number of simultaneous viewers
Concurrent viewers is a metric that tells brands the number of viewers watching the live stream at any given time. this number changes as viewers join or leave the stream.
The maximum number of simultaneous viewers is a metric that shows how many viewers saw the stream in the busiest place.
This is the number of comments a particular live video received.
This is the number of times Instagram users shared your live video, either on their Instagram Stories or with another user.
5 Tips for Using Instagram Live Analytics in Your Strategy
It is great to have a number of handy Instagram Live tips to help you advance your live video strategy. But you will still want to check the analyzes.
Whether you’re trying something new or analyzing what you’ve already done, here’s how to use Instagram Live Analytics to create better, more engaging video content.
Tip 1: Test going at different times
If your company’s strategy is to always go live at a specific time and always on the same day, it might be a good idea to turn things around.
For example, if you share a live video every Wednesday morning, try going live on a Thursday evening instead. Then, take a look at your Instagram Live Analytics to see how the peak concurrent views and engagement stats compare to analytics for live videos shared at your usual publish time.
Keep testing and referring to the analytics to see what time and day is the best for your brand’s Instagram Live strategy. This way, your future live videos will be targeted to when your audience is most likely to be online.
Tip 2: try different lengths of live sessions
Do you always limit your brand’s live sessions to 10 minutes? Or are they all at least an hour? Now is your chance to experiment with the length.
Don’t be afraid to experiment with a shorter than usual live video session or take the time to plan a longer one.
Then use Instagram Live Analytics to see if changing the length affects the number of comments and shares the video receives. Check the range metrics to see if the change has increased the range of the video.
Tip 3: try different types of live content
With analytics at your fingertips, you don’t have to stick to what’s for sure. You can try different types of content.
The musician Andrew Bird, for example, uses Instagram Live to share his performances with his fans:
The Pandemic Pregnancy Guide invites experts to participate in its live questions and answers:
And influencers use Instagram Live to share how-to videos and tutorials:
After completing the video, keep checking the Instagram Live Analytics to compare reach and engagement rate with previously published streams.
You may find that trying something different will help your brand reach new Instagram accounts, increase engagement, and increase brand awareness.
Tip 4: reply quickly to comments comments
If you’ve used your brand’s Instagram Live analytics on your previous videos and realized that the engagement metrics could be better, it could be a sign that you are engaging more with the audience during these live streams.
Get your social media team involved. If a team member is presenting the live Q&A or filming an event, make sure another team member is monitoring the comments and responding to any questions that come in. Basically, comments show that your audience is interacting with your content. re helping them stay engaged.
Tip 5: experiment with Instagram Live features
If they fit your brand, integrating some of Instagram Live’s unique features could help drive engagement. And, by following the Instagram Live Analytics, you can see if your audience found these features appealing.
For example, you could:
- Invite guests to join the live video.
- Change the camera mode. If you usually use selfie mode, try to change things up by sharing a video from regular mode.
- Share a photo or video from your camera roll with your live audience.
- If it makes sense for your brand, try out Instagram Live’s face filters.
These are all the basics your brand needs to know when it comes to advanced Instagram live analytics. Now is the time to go live!
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