How to Know If Your Instagram Content Is Actually Working
- Brittany Miller
- 23 hours ago
- 7 min read
Ever feel like you’re pouring hours into Instagram, creating posts, editing reels, showing up in stories, only to wonder if any of it is actually working? You’re not alone. Many business owners describe it as posting into a void: lots of effort, little clarity and constantly wonder how to know if your Instagram content is actually working.
The problem is, most of us get stuck obsessing over follower counts or likes, when the real magic happens in metrics that actually measure engagement and action. Because at the end of the day, your Instagram isn’t just for pretty pictures — it’s a tool to grow your business.
In this post, I’ll break down the three engagement metrics that matter most (the same ones I teach in my podcast episode Instagram Insights Cheat-Sheet). You’ll learn what they mean, how to interpret them, and — most importantly — what to do next so your content actually moves the needle in your business.
If we haven't met yet, I’m Brittany, an online marketing strategist for female entrepreneurs. I teach women how to make their entrepreneurial dreams a reality through smart, actionable marketing strategies that get them seen, loved, and paid. Whether you’re eager to DIY your way to success or hire professionals to help you along the way–my goal is to make sure you walk away with the clarity you need to see the results you desire and build a life you love.
Table of Contents
Why Follower Count Isn’t the Whole Picture
It’s tempting to think that more followers automatically means more sales but the truth is, vanity metrics don’t equal business growth.
A big number looks impressive on the surface, but what matters most is how your audience interacts with you. Are they watching your videos all the way through? Clicking your links? Sending you DMs? That’s the kind of engagement that leads to real relationships and, ultimately, revenue.
Think of it this way: 200 loyal, engaged followers will always outperform 2,000 passive ones. A small but connected audience will share your posts, respond to your stories, and buy when you make an offer while thousands of silent scrollers may never take action at all.
Reframing your focus from follower count to engagement quality is the first step to building a social media strategy that actually works.
How to Use Instagram Insights Effectively TO Know If Your Instagram Content Is Actually Working
If you’ve ever felt lost scrolling through Instagram’s analytics tab, you’re not alone. But you don’t have to track every single number, only the ones that actually move the needle for your business.
You can find your Insights by tapping the “Professional Dashboard” on your profile or opening any individual post/reel and selecting “View Insights.” From there, Instagram gives you a flood of data, reach, impressions, likes, comments, saves, shares, clicks, and more.
But not all metrics matter equally.
If your goal is growth, focus on how far your content is reaching and whether people are engaging with it (watching, saving, sharing).
If your goal is sales, you’ll want to pay attention to actions like link clicks, profile visits, and DMs.
The key is learning to filter out the noise and hone in on the numbers that tell you whether your content is truly working.
Next up, let’s look at the 3 must-track metrics that give you the clearest picture of both growth and sales potential.
Engagement Metric #1: Average Watch Time & Play through Rate (Reels)
It’s easy to get excited when a Reel racks up a few thousand views but views don’t mean much if people aren’t actually watching.
That’s where average watch time and playthrough rate come in.
Average Watch Time tells you how long, on average, people stick around before swiping away.
Playthrough Rate shows the percentage of viewers who watch your Reel all the way to the end.
Why does this matter? Instagram’s algorithm rewards content that keeps people watching. A high watch time signals to the platform that your Reel is engaging, which boosts its reach.
How to Improve Your Watch Time & Playthrough Rate:
✅ Hook your audience in the first 3 seconds (a question, bold statement, or quick visual).
✅ Keep it concise — shorter clips often perform better than drawn-out videos.
✅ Use storytelling or a step-by-step structure that makes people want to see what happens next.
✅ Experiment with captions, text overlays, or music to keep attention.
This is where planning comes in. Using a tool like the Social Success Planner (or my DIY Audit) helps you create content with intentional hooks and storytelling, instead of throwing random Reels out there and hoping they land.
Engagement Metric #2: Top Performing Content
Not all posts are created equal and Instagram Insights will quickly show you which ones your audience actually loves.
Top-performing content is any post that consistently drives higher reach, saves, shares, or comments compared to the rest. These are the posts that strike a chord, whether it’s a relatable Reel, a helpful carousel, or a personal story that sparks conversation.
How to Analyze Your Top Performers:
Look at your last 30–90 days of content.
Identify which posts drove the most saves and shares (these signal long-term value).
Notice patterns: Do tutorials outperform behind-the-scenes? Do quotes get more shares than promotions?
Followers vs. Non-Followers Reach:
This metric (found in your Professional Dashboard) shows what percentage of your content is being seen by followers vs. non-followers. If your goal is to reach new audiences, pay close attention to this number, ideally, you’ll see your non-follower reach growing over time.
To boost it:
Create engaging, shareable Reels that encourage discovery.
Experiment with Instagram’s “Trial Reels” feature, which specifically pushes your content to non-followers.
Don’t reinvent the wheel. Repurpose your best-performing content into other formats. Turn a popular Reel into a carousel, or expand a carousel into a blog or podcast episode.
Want a deeper dive? Check out my podcast episode: Instagram Insights Cheat-Sheet: 3 Engagement Metrics You MUST Track for Real Growth.
Engagement Metric #3: External Link Taps
At the end of the day, your Instagram isn’t just about likes or reach — it’s about moving people from your content into your world. That’s where external link taps come in.
These show you how many people click from Instagram to your website, landing page, or freebie. In other words, it’s a direct measure of sales potential. If someone watches your Reel, taps your link, and joins your email list (or makes a purchase), your content is doing its job.
How to Encourage More Link Taps:
Use strong, clear CTAs in your captions and videos.
Keep your link in bio organized with 1–3 priority links (too many options = decision fatigue).
Leverage Instagram Stories link stickers for promos, freebies, and behind-the-scenes offers.
Even small tweaks in how you guide people to your links can mean the difference between someone scrolling past and someone joining your community or becoming a customer.
ManyChat's Effect On our Engagement Metrics
If you use ManyChat to automate conversations or deliver freebies, your external link tap rate may appear lower and that’s not a bad thing!
Because your audience is engaging inside your DMs instead of through your link in bio. ManyChat allows you to build stronger relationships, gather leads, and deliver content instantly through personalized chat flows.
ManyChat can actually be more effective at driving conversions because it keeps engagement native to Instagram.
If you’re curious to learn more, check out my blog post on ManyChat or check out my ManyChat course, where I’ll walk you through how to use it to grow your list and simplify your sales funnel.
Location Insights
Your Instagram dashboard also shows the top 5 locations your followers are from and this is especially important if you have a brick-and-mortar business or serve a specific region.
If most of your audience is from areas outside your service range, that’s a sign your content isn’t reaching the right people.
Here’s what to do:
Check your top locations in Insights regularly.
If your audience isn’t local, adjust your strategy to attract nearby followers.
Use local hashtags, location tags, and region-specific keywords in your captions, Reels, and Stories.
When your followers are located near your store (or in your service area), you’re not just building an audience, you’re building a community of potential customers who can actually buy from you.
Putting It All Together: Using Instagram Insights to Grow Your Business
When you zoom out, the three engagement metrics, watch time/playthrough rate, top-performing content, and external link taps give you a complete picture of how your Instagram is working.
Watch time/playthrough rate tells you if people are staying engaged.
Top-performing content shows what resonates most with your audience.
External link taps measure if that engagement translates into action (sales, sign-ups, or inquiries).
Together, these insights help you refine your content calendar. Instead of guessing what to post, you’ll know exactly what’s worth doubling down on and where to tweak your strategy.
FAQs About Instagram Insights
What’s a good engagement rate?
It depends on your niche, but for small businesses, anywhere between 3–6% is solid. Focus more on consistent growth than chasing a “perfect” number. I share more about engagement rates in this blog.
How often should I check insights?
Weekly is enough for spotting patterns. Daily checking can cause overwhelm, while monthly might miss quick wins.
What if my posts don’t get link clicks?
Instagram posts can't have active links. If you find people aren't taking action (either following the instructions or commenting the DM automation keyword) then you should revisit your call-to-actions. Are you inviting people to click in a clear, compelling way? Test story links, carousel CTAs, and bio link tools.
Do stories matter as much as posts?
Yes! Stories keep your brand top-of-mind and drive engagement (polls, Q&As, link taps), while posts are better for reach and long-term visibility.
Final Thoughts
If you’ve ever felt like your Instagram content isn’t “working,” remember this: it’s not about likes or follower count. Your content is doing its job when it moves people closer to engaging with you and clicking through to learn more about your business.
By tracking watch time, identifying top-performing content, and paying attention to link taps, you’ll start to see exactly what’s resonating and where you can tweak your strategy for even bigger impact.
Ready to make this easier? Grab my DIY Content Audit Checklist to help you track these metrics and plan content that actually drives growth.
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