Social media analytics can be a bit of a snore-fest, right? You’re here to create brilliant content, not drown in spreadsheets or decipher graphs that look like modern art. But before you write off your analytics completely, stick with me - because those numbers are little gold nuggets that can help you post with more impact and less guesswork.

I promise, no maths degree required.

Why bother with analytics?

Let’s be honest, looking at your stats can feel a bit… dull. But analytics are where the clues live. Clues about what your audience loves, what they scroll past, and what makes them hit that juicy little save button. And once you start looking at your content through that lens, you’ll be amazed how much clearer things get.

I check mine a couple of times a month  - not obsessively, but with a bit of curiosity. If I’m in a growth phase, I’ll pay attention to reach and new followers. If I’m in nurture mode, I look at saves, shares and comments - the signals that people are really connecting.

And let me tell you, some posts will absolutely belly flop. It happens. Even the biggest accounts have flops. But others will fly, and your analytics will tell you why. So let’s stop guessing and start digging.

What do analytics actually tell you?

Here’s the short version:

• Reach: How many people saw your post (great for growth)

• Saves and shares: Indicators that your content is resonating (great for nurturing)

• Comments: A sign of engagement and conversation

• Profile visits: Your content is doing its job and prompting action

And what they don’t tell you? Your worth. Your talent. Or the entire value of your content. Analytics are helpful, but they’re not the full picture. They don't tell you how many people laugh when they see your funny content. They don't show you how many people took a screenshot to save for later. Or how many people tell their best mate while they're out for coffee that they must check out this amazing business on Instagram...

Where to find the numbers that matter

If you’ve never looked at your Instagram insights before, start here:

1. Head to your Instagram profile

2. Tap the Professional Dashboard

3. Look at the overview - total reach, new followers, interactions, content shared

4. Tap into View all insights for a deeper look

Do you see green arrows? That's amazing - it shows you're doing something right. Red arrows? Not the end of the world.

The trick is not to panic if numbers dip - instead, treat it like detective work.

Match your metrics to your goals

Let’s say your current goal is:

• Growth → Focus on reach, especially from non-followers

• Nurture and trust-building → Look at saves, comments, DMs

• Sales and conversions → Keep an eye on link clicks and profile visits

Start by looking at your top 3 performing posts and your bottom 3. What format were they? What was the hook? Was there a clear call to action? Did it match your current goals?

You might be surprised.

One of my best performing reels was a 10-second video I threw together while waiting for the kettle to boil. Nothing fancy. But it hit the right note, and analytics told me why.

So how do you use this info?

Once you’ve got your data:

• Repeat what works. If a carousel with a tip list got lots of saves, do more of that.

• Tweak what flopped. If a post didn’t land, was the message unclear? The format wrong?

• Repurpose winners. Turn a popular reel into a carousel. Expand a caption into a blog. Talk about the same topic on Stories.

Your analytics don’t just tell you what to stop doing - they show you exactly what to do more of.

The TL;DR

Analytics are like clues. Not criticism.

They help you:

• Stop guessing what to post

• Spot trends your audience loves

• Create content that works harder for you

Start small - check once or twice a month. Pick one or two things to track. Stay curious. And remember: those numbers are just data. You’re the one with the magic.

And if you'd love a bit of support decoding your own analytics and turning them into content that works? I’d love to help. Book a free Instagram Confidence Call and let’s get stuck in.