• by Colin Kirkland , October 20, 2021

Instagram this week announced updates to its insights platform, adding new features that improve its audience transparency to brand marketers and creators.

The updates include three new metrics -- accounts engaged, engaged audience, and reached audience -- and follow a series of enhancements made in May.

In a post, the Instagram Insights team described the new audience metrics as follows:

• Accounts Engaged showcases the total number of accounts that interacted with a brand’s content in a specific amount of time. 

• Engaged Audience provides demographic insights into the users who are engaging with a brand’s content -- including top cities, top countries, top age ranges and gender. It will also include a breakdown by followers and non-followers. 

• Reached Audience offers demographic information about a brand’s reached audience, including top cities, top countries, top age ranges and gender. This information can be found by tapping “accounts reached” in Insights.

As part of the update, Instagram says creators who partner with brands will receive additional visibility. When a brand uses the paid partnership label to promote a creator’s post, or creates an ad without a pre-existing post, that creator will also be able to see the performance of the ad, including reach, likes, comments, saves and shares.

To find this information, creators can select “view ads and insights” under the branded content ads section in settings.

“We are hopeful that these new features will help businesses and creators shape their content strategy and more accurately assess the quality of their partnership when engaging in branded collaborations. We will be continually updating the Insights experience to better meet the needs of creators and businesses,” read Instagram’s statement.