How to Use Instagram Reel Insights to Build Better Roles

A recent Instagram update contains information brands and developers have been waiting for – Reels Insights.

Since their launch in 2019, roles have been an integral part of the Instagram ecosystem. You're now in the front and center of the app and easily accessible from the home page, account pages, and explore page.

And Instagram's efforts to promote reels are paying off. More and more brands and influencers are experimenting with the format. As the buzz grows (there are currently 169,000 Google searches for the term "Instagram Roles" per month!), Unsurprisingly, marketers are eager to measure their performance.

Before the last update, the only way to check reel performance was as follows:

  • Go to the Roles tab in your account to see the number of views each role has received (shown at the bottom of each thumbnail).
  • Open a single role to see how many likes and comments it has received

And while you can still use these steps for a quick review of a specific role, you can now Measure and track the performance of your strategy for larger roles through Instagram Insights.

Read on to learn more about:

  • The definition of Reels Analytics
  • Reasons You Should Be Following Reels Analytics
  • Useful role metrics
  • Navigate Reels Insights in the Instagram app

We have also compiled a list of 4 tips for using Reels Insights for better content.

Bonus: Get a Free Social Media Report Template to easily and effectively present your social media performance to important stakeholders.

What is Reels Analytics?

Role analysis is the process of Track, collect and analyze data to understand the performance of your roles.

In-depth analysis can help you make more informed creative decisions and develop more engaging content strategies. At a higher level, this can help you get to know your audience better and allocate your time and money to tactics that work for them.

Role analytics are part of Instagram analytics and should be included in both your Instagram reports and your larger social media reports.

(If you need help creating your social media report, check out our free template.)

Why is Reels Analytics Tracking important?

As with all social media analytics, tracking the performance of your roles can help you learn from your profits, identify opportunities, and improve your performance over time.

Role analysis can help you understand:

  • What your audience likes and what doesn't
  • When should you post your roles for the best reach and engagement?
  • Which calls to action resonate with your audience
  • Which AR filters, effects, and music tracks do it for you?

By closely tracking Reels Insights, you can also spot patterns and determine if spikes in Reel performance can affect your overall Instagram engagement.

(In case you missed it, some marketers believe that Instagram rewards accounts that actively post roles with higher overall visibility. Our team ran an experiment to see if this was the case.)

Reels Analytics Metrics

If you want to find out whether a role has been successful or not, consider the following metrics:

Instagram roles achieve metrics

  • Accounts reached. This metric shows how many unique Instagram users have seen your role at least once.
  • Plays. This is the number of times your role has been played. It could be higher than the number of accounts achieved as some users may view your role more than once – which I would assume for this role of three cows smooching a puppy:

Engagement metrics for Instagram roles

  • Likes. This metric shows how many users liked your role.
  • Remarks. The number of comments on a single role.
  • Stores. The number of times your role was bookmarked.
  • Shares. The number of times Instagram users shared their role on their story or sent it to another user.

How to view Reels Insights

To access Instagram Insights, go to your account on the mobile app and tap Insights Button under your bio:

Access Instagram Insights from the account page

Note that Insights are only available for professional accounts. But do not worry! You can switch to a Creator or Business account in your settings – it only takes a minute, and even brand new accounts with small followers can do it.

Then go to Accounts reached the overview Section:

The reach area in Instagram Insights

Role analyzes are now included in the Reach breakdown. According to Instagram, this is supposed to give Instagram users a better understanding of how roles contribute to an account's performance.

Two phone screens with Instagram Insights charts showing the reach of an account

Source: Instagram

To check the performance of a specific role, open the role in your profile, tap the three-dot icon in the lower right corner of the screen, then tap Insights.

Phone screen with individual performance statistics for Instagram roles

Source: Instagram

How To Use Instagram Role Analysis To Build Better Roles

Now that you know where to find your Reels analytics and why you should track Reels performance, it's time to put all of those insights into practice.

Here are 4 tips for using Reels Analytics to create better content:

Tip 1: try different role styles

To make good roles, you have to … look at a lot of roles. Without a grasp of the trends, you will struggle to find a style that works for your brand.

But what if what you like doesn't necessarily resonate with your audience?

The key to finding the best visual styles, filters, effects, and trends for your brand is testing. And now that you have access to Reels Insights, you can get more insight into your tests.

Previously, you could only base your performance assumptions on comments and likes. However, having a large number of comments isn't always good – some of them may be negative. Take the comments from a large grocery chain's kitchen hack role as an example:

Instagram reel comment section

With the two new engagement metrics, you'll have a better understanding of how many users actually loved your content (enough to save for later or share with friends). When you post a role that gets a lot of likes, comments, saves, and shares, you know something is working!

Tip 2: test different roll lengths

Instagram currently allows all users to create roles of 15 and 30 seconds in length, with selected accounts having access to roles of 1 minute in length.

Similar to testing different trends and effects, you may want to test different roll lengths to see what your audience will respond to best.

Tip 3: try different audio options

Instagram offers a lot of different options for adding audio to roles. You can:

  • Use the original audio from your video clip
  • Add voiceover to your video
  • Use a text-to-speech generator
  • Use a saved audio track – a song or a viral snippet, as in the following example from McDonald's:

With access to Reels Insights, you can try different options and see if some of them work better than others.

Accessibility tip: Whichever choice you make, be sure to add captions to your roles so everyone can enjoy them!

Tip 4: try different times and days to post

This is a big one. Using advanced role analysis, you can determine the best day of the week and time of day to publish your roles for maximum reach and engagement.

The idea is simple: test different publish times and watch your results closely to see which time is best for you and your audience. That way you will never "waste" a great reel posting it when your audience is not online!

(Check out our post for the best time to post to Instagram to get all of your Instagram content set up for success.)

Comments are closed.