Audience, Content & Posts
Who’s watching, what format wins, and every post ranked side by side.
How it works
Audience tab: gender and age breakdowns, top countries and cities, the split between followers and non-followers in your reach, and a "Best time to post" chart of when your followers are online, in your own time zone (demographics need roughly 100+ followers before Instagram will share them).
Content tab: average reach per post by format (Feed, Reels, Stories, Carousels), where your reach came from by content type, what your engagement is made of, a calendar of how often you post, and your top posts by reach.
Posts tab: every recent post listed side by side, sortable by any metric (reach, engagement rate, likes, comments, saves, shares), something Instagram’s own app doesn’t let you do. Expand any post for its full breakdown, including watch time for Reels.
Set it up
- 1
Find your best format
Open the Content tab and compare average reach and engagement per format, not just raw reach, to see what’s actually worth doubling down on.
- 2
Rank every post
On the Posts tab, sort by Engagement to see what really worked this period, then expand a top post to see exactly why (saves? shares? new follows?).
Tips to get the most out of it
- Use the Best time to post chart to pick your Plan page schedule times. The same "best hours" also show up as one-tap chips in the scheduling dialog.
- A post with high reach but low engagement rate and a post with lower reach but high engagement rate both "worked", just differently: one grew you, the other resonated. Look at both.