TL;DR / Key Summary:
- If you want more reach, focus on three key metrics.
- Average watch time (for Reels) tells you how engaging your video is.
- Like rate (likes per reach) shows how much people enjoy your content.
- Send rate (sends per reach) indicates how shareable your post is.
- Look for patterns in your insights and double down on what works
The Best Instagram Metrics to Track for Reach
Instagram’s head, Adam Mosseri, just dropped a key update on the best way to optimize your content for reach. While follower count still matters, understanding why your content reaches people is the real game changer.
Mosseri highlighted three specific metrics that Instagram creators should track:
1. Average Watch Time (For Reels Only)
The longer people watch, the better Instagram will rank your content. A short watch time means people lose interest fast. To improve this:
- Hook viewers in the first 3 seconds.
- Keep your videos engaging with quick cuts and strong storytelling.
- Test different video lengths to see what holds attention best.
What is the average watch time for Instagram Reels?
The average watch time for an Instagram Reel is about 3 seconds. However, actual watch time varies based on how engaging the content is and how well it holds the viewer’s attention
2. Like Rate (Likes ÷ People Reached)
This measures how much your audience enjoys your content. The higher the like rate, the more your content resonates. To boost your like rate:
- Post content that connects emotionally with your audience.
- Use strong captions and call-to-actions (CTAs) to encourage likes.
- Test different content styles to see what gets the most engagement.
What is the average engagement rate for Instagram Reels compared to main feed videos?
Instagram Reels have an average engagement rate of 2.7%, which is higher than the 2.2% average for main feed videos. However, the number of likes a Reel gets depends on the content and audience interaction.
3. Send Rate (Sends ÷ People Reached)
Sends (shares) are one of the strongest signals to Instagram that a post is valuable. If people are sharing your content, Instagram will push it to more users. To increase your send rate:
- Create content that sparks conversation or feels highly relatable.
- Use trends, humor, or valuable insights that people want to send to others.
- Keep your content concise—long videos or wordy posts are less likely to be shared.
What is the average send rate on Instagram?
The average engagement rate on Instagram is about 0.50%, meaning that for every 100 people who see a post, only a small percentage will interact with it through a like, comment, or share.
How to Use These Metrics to Improve Your Instagram Reach
Mosseri advises looking for patterns in your insights. Are certain posts getting more likes but fewer sends? Are some videos holding attention longer than others?
Here’s how to use this data:
- Double down on what works: If a post has a high send rate, create more content like it.
- Adjust what doesn’t work: If a post has a low watch time, refine your hook or storytelling.
- Stay authentic: Don’t chase reach at the expense of your brand’s voice.
Final Thoughts
Instagram’s algorithm rewards content that is engaging, likable, and shareable. By tracking average watch time, like rate, and send rate, you can better understand what works and grow your reach effectively.
Mosseri says more updates are coming. For now, keep experimenting, analyze your insights, and keep creating content that people love to watch and share. If you need help with your social media marketing, don't hesitate to reach out!
Video from Adam Mosseri:
