Board path
Social profiles > Instagram > Content performance > Content performance
Why use this board
Use this board to see which Instagram posts and media types drove engagement in the selected period, so you can refine your content calendar and format mix.
Board controls
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Select data source: Select Owned Instagram Profiles or Profile Labels. In order to use another data source type, please delete the current one and add a different data source type.
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Adaptive filters: Open Filter in the toolbar to narrow posts by Content Label, Sentiment, Media Type, Content Type, Full text, Advanced filter, or Origin of content. Active filters appear as chips below the toolbar; remove a chip to clear that filter.
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Aggregated by: Day, Week, Month, Quarter, Year.
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Date range: Defaults to the last 30 days. The board subtitle shows the active range when available.
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Interactions: Interactions, Interactions per 1k followers.
Metrics on this board
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[Interactions] — Top content by interactions
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[Int. per 1k] — Top content by interactions
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[Comments] — Top content by interactions
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[Impressions] — Top content by interactions
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Interactions per 1K followers — Most engaging media types
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Posts — Content by media type
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Shares — Shares by content type
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Video views — Video views by type
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Average reach — Average reach per media type
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Avg. reach per post — Average reach per content piece trend
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Media views — Media views by media type
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Media views — Total media views
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Average reach per post — Average reach per content piece
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Media views — Media views trend
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Interactions — Average Interactions per media type
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Interactions per 1k followers — Average Interactions per media type
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Video views — Video views trend
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Interactions — Average Interactions per content piece trend
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Interactions per 1k followers — Average Interactions per content piece trend
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Interactions — Average Interactions per content piece
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Interactions per 1k followers — Average Interactions per content piece
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Interactions per 1K followers — Most engaging content types
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Shares — Total shares
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Shares — Shares by media type
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Comments — Sentiment of comments by percentage
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Number of content pieces — Content by media type trend
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Number of content pieces — Content by content type trend
Widgets
Top content by interactions
What it measures: A detail view of the best-performing content based on the total number of interactions among posts published by selected profiles during the selected date range. Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as ranked content cards — use it to see which individual posts drove the metric.
Metrics: [Interactions], [Int. per 1k], [Comments], [Impressions]
Visualization: Content card
Most engaging media types
What it measures: Post-level engagement is calculated as the sum of interactions (reactions, comments, and shares) for posts published during the selected date range, divided by the number of followers a profile has at the time of a post, and multiplied by 1000. Data is segregated by media type (e.g. photo, carousel, reel, etc.). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Interactions per 1K followers
Visualization: Horizontal bar chart
Content by media type
What it measures: The distribution of posts that were published by selected pages during the selected date range, segregated by media type (e.g.photo, carousel, reel, etc.). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Posts
Visualization: Horizontal bar chart
Shares by content type
What it measures: The distribution of the total number of times Instagram content published by the selected profiles during the selected date range was shared over the content’s lifetime, segregated by content type (Posts, Stories, Collaboration posts). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Shares
Visualization: Horizontal bar chart
Video views by type
What it measures: The distribution of views for video posts that were published by selected pages during the selected date range, segregated by video type (e.g. carousel, reel, etc.) Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Video views
Visualization: Horizontal bar chart
Average reach per media type
What it measures: The sum of lifetime reach for all posts published during the selected date range, divided by the number of posts from the same period. Data is segregated by media type. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Average reach
Visualization: Horizontal bar chart
Average reach per content piece trend
What it measures: An overview of average reach for posts published during the selected date range, segregated by publication date. Average reach per post is calculated as lifetime reach for all posts, divided by the number of posts from the same period. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Avg. reach per post
Visualization: Bar trend
Media views by media type
What it measures: The distribution of the total number of times Instagram content (reels, posts, stories) published by the selected profiles during the selected date range was played or displayed to a user over the content’s lifetime, segregated by media type. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Media views
Visualization: Horizontal bar chart
Total media views
What it measures: The total number of times Instagram content (reels, posts, stories) published by the selected profiles during the selected date range was played or displayed to a user over the content’s lifetime. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Media views
Visualization: Value with change
Average reach per content piece
What it measures: The sum of lifetime reach for every post published during the selected date range, divided by the number of posts from the same period. This metric does not count user-generated content. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Average reach per post
Visualization: Value with change
Media views trend
What it measures: An overview of the total number of times Instagram content (reels, posts, stories) published by the selected profiles during the selected date range was played or displayed to a user over the content’s lifetime, segregated by publication date. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Media views
Visualization: Bar trend
Average Interactions per media type
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Interactions, Interactions per 1k followers
Visualization: Horizontal bar chart
Video views trend
What it measures: An overview of the distribution of video views for video posts that were published by selected pages during the selected date range, segregated by video type (e.g. carousel, reel, etc.) and publication date. Note: As of April 21, 2025, Meta will no longer provide new data for Instagram video views and impressions due to metric deprecations. New data will be replaced by the Media views metric, which maps views into impressions and video views. Please refer to Media views for exact figures as shown in Instagram after this date. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Video views
Visualization: Stacked bar chart
Average Interactions per content piece trend
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as bars over time — use it to compare day-by-day or period-by-period volume and spot spikes.
Metrics: Interactions, Interactions per 1k followers
Visualization: Bar trend
Average Interactions per content piece
What it measures: Post-level metrics show data for posts published during a selected date range. Regardless of when an engagement happened, all post data is aggregated and displayed for the day the post was published. This means it can include data about engagement that occurred even after the selected date range. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Interactions, Interactions per 1k followers
Visualization: Value with change
Most engaging content types
What it measures: Post-level engagement is calculated as the sum of interactions (reactions, comments, and shares) for posts published during the selected date range, divided by the number of followers a profile has at the time of a post, and multiplied by 1000. Data is segregated by content type (Posts, Stories, Collaboration posts). Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Interactions per 1K followers
Visualization: Horizontal bar chart
Total shares
What it measures: The total number of times Instagram content published by the selected profiles during the selected date range was shared over the content’s lifetime. Shown as a KPI with period-over-period change — use it to see whether the metric is rising or falling.
Metrics: Shares
Visualization: Value with change
Shares by media type
What it measures: The distribution of the total number of times Instagram content published by the selected profiles during the selected date range was shared over the content’s lifetime, segregated by media type. Shown as a ranked horizontal bar chart — longer bars mean higher values; use it to compare many categories at once.
Metrics: Shares
Visualization: Horizontal bar chart
Sentiment of comments by percentage
What it measures: The breakdown of sentiment (Positive, Negative, Neutral) for comments on posts that were published by selected profiles during the selected date range. Shown as a treemap — larger blocks mean a bigger share of the total; use it to see which categories dominate at a glance.
Metrics: Comments
Visualization: Treemap
Content by media type trend
What it measures: An overview of the number of posts published by selected profiles during the selected date range, segregated by media type (image, reel, carousel, etc.) and publication date. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Number of content pieces
Visualization: Stacked bar chart
Content by content type trend
What it measures: An overview of the number of posts published by selected profiles during the selected date range, segregated by content type (Posts, Stories, Collaboration posts) and publication date. Shown as stacked bars — each segment shows a category's share of the total; use it to see composition, not just the headline number.
Metrics: Number of content pieces
Visualization: Stacked bar chart