How to analyze Instagram Reels analytics to grow

Growing with Instagram Reels takes more than trend-hopping and editing chops. What differentiates successful creators from others is how they use their analytics.

These numbers show you exactly what works with your audience and what doesn’t so you can consistently post high-quality videos that truly resonate with them.

In this post, we’ll show you how to track your Instagram Reels analytics. You’ll also learn which metrics to keep an eye on, what they reveal about your content and how to use this information to build a larger, more engaged audience.

How to see Instagram Reels analytics directly from the app

Before we dive into what your numbers mean, let’s make sure you can actually see them.

To access your Instagram Reels analytics, you’ll need a business or creator account. If you’re still on a personal account, don’t worry – you can easily switch to a professional account.

Once that’s done, Instagram gives you two ways to check your Reels performance:

• Track analytics for individual Instagram Reels
• Track Reels metrics under overall account insights

We’ll walk you through each method below (with screenshots).

Tracking analytics for individual Instagram Reels

Want to know if that new hook worked? Or how many followers a specific Reel brought in? Checking each Reel’s performance shows you exactly which content style, topics and formats your audience responds to.

Here’s how to find these insights:

1. Open your Instagram profile and tap the Reels tab to view all your Reels.

2. Tap on the specific Reel you want to analyze.

3. Tap View insights at the bottom to see metrics for the selected Reel.

Alternatively, you can tap the three-dot icon (•••) at the bottom right of your Reel and choose Insights from the menu to view the same metrics.

Tracking Reels metrics under overall account insights

If you want a broader view of how your Reels contribute to your overall performance on the platform, tracking Instagram metrics under account insights is the way to go. This helps you identify trends across all your content and measure overall engagement.

Here’s how to access this data:

1. From your Instagram profile, tap the hamburger menu in the top right corner.

2. Select Insights to open your account’s analytics dashboard.

3. Scroll down to the Content you’ve shared section.

4. Tap Reels to view performance metrics for all your videos. You can customize the time period, filter by metric (e.g. views, comments, likes, reach, etc.) or sort your videos by newest, highest or lowest.

Note: You can also open your Professional dashboard directly from your Instagram profile. Tap on Content you shared and choose Reels from the drop-down to view the same insights.

Instagram Reels metrics for data-driven decisions

Tracking Instagram Reels metrics can help you grow exponentially on the platform – but only if you know what each number actually means for your strategy. You also need to understand how these metrics work together to show your content’s true impact.

Let’s break down each metric and what it tells you about your Reels performance:

Views

Views show how many times users have played or replayed your Reel. This metric shows your video’s ability to grab attention, especially in the first few seconds.

But since views also include replays by the same users, they don’t automatically show you’ve reached a wide audience. When you compare views to other metrics, though, they can reveal important information about your content.

For example, a Reel with high views but a low average watch time might show your hook is strong but the rest of your video is struggling to engage.

Additionally, look for patterns in your most-viewed Reels. If Reels starting with a bold statement get twice as many views as those starting with questions, you might want to adjust your hooks.

You could also test different types of Reel thumbnails (e.g. text overlay or facial expression) to see what works with your audience and gets them to play your Reel.

Reach

Reach reveals how many unique accounts see your Reel. Instagram further breaks down this metric into the percentage of followers and non-followers who watched your video.

High reach usually means the Instagram algorithm is actively distributing your content to new audiences through the Reels tab, explore page or hashtags. When your reach significantly exceeds your follower count, you’re successfully tapping into broader audiences.

There’s also a relationship between your views and reach. For example, more views than reach means people are watching your Reel multiple times – a strong sign of engaging content.

Pay attention to which types of content consistently reach new audiences. Many brands find that educational content often reaches farther than promotional posts. Making Reels on trending topics can also dramatically increase your reach.

Watch time

Watch time measures the total time viewers spend watching your Reel, including replays. This metric is helpful when you’re trying to understand audience engagement in a broader context.

For example, high watch time with more unique views shows a larger audience is interested in your content. On the other hand, high watch time with fewer unique views means deeper engagement from a smaller audience.

Watch time is also a useful metric for setting goals and measuring campaign success. For instance, your brand might compare the total watch time across multiple Reels to get a big-picture view of which videos got watched the most overall.

Average watch time

The average watch time shows how much of your Reel people typically watch before leaving. It’s calculated by dividing the total watch time by the number of initial plays (not replays).

If your average watch time is high, it means people are actually watching your whole video (or most of it), not just scrolling past after the first few seconds.

Similarly, low average watch time might suggest your hook is clickbait or your content isn’t meeting viewer expectations (e.g. it’s boring or failing to deliver value).

Knowing the average watch time helps you accurately evaluate your content’s quality.

For example, a 60-second tutorial with an average watch time of 50 seconds but fewer views might have a bigger impact than a 15-second viral clip with more views but an average watch time of 5 seconds.

Reels interactions

Reels interactions tell you how exactly viewers actively engage with your content. What do they do after watching your Reel? Here’s what’s included under this metric:

• Likes are quick, positive responses. They might be the easiest form of engagement, but they can help you identify which Reels immediately resonate with your audience.
• Comments show deeper engagement. If your Reels are getting lots of comments, it means they’re great at sparking conversation.
• Saves highlight Reels people want to reference later. To get more saves, consider posting more educational content or videos that provide long-term value.
• Shares reveal what your audience finds valuable enough to pass on. Users typically like sharing Reels that are relatable, offer unique value or solve problems.

Your total Reels interactions are the sum of all the above sub-metrics. More interactions means your content is driving active engagement, while low interactions indicate users are watching it passively without taking any kind of action.

Follows

Follows show which Reels convince viewers to become part of your audience. This metric contributes directly to your account growth.

More follows, even on Reels with moderate views, can reveal content that truly attracts your Instagram target audience. These people not only like your content – they want to see more of it.

Reel follows can be a strong indicator of success, especially if your brand’s goal is to build community and long-term engagement on Instagram.

How to level up your Instagram Reels analytics with Sprout Social

While Instagram’s native analytics show you the basics, serious brands and creators need deeper insights to grow on Instagram. This is where Sprout Social’s Instagram analytics tools can help.

Here are three ways Sprout can translate your Reels metrics into actionable data and improve your social media content strategy:

Advanced analytics and reporting

Sprout Social’s social media analytics give you detailed insights into your Instagram Reels performance with custom, visual reports you can easily share with others.

Track exclusive metrics like total plays for your Reels, which include both initial plays and replays. This helps you understand how your content is resonating with your audience on a deeper level and tweak your social media strategy accordingly.

Smart Inbox for managing engagement

Instead of switching between apps, you can respond to comments or questions on your Reels (and DMs) directly from Sprout’s Smart Inbox. This helps you achieve faster response times and build community by staying on top of conversations.

Calendar for tracking publishing activity

Sprout’s Publishing Calendar gives you a clear view of how Reels fit into your overall content mix. See your Reels alongside other content types (e.g. posts or Stories), even on platforms other than Instagram.

You can switch between Monthly and List views, spot gaps in your social media schedule and maintain a consistent posting rhythm that keeps your audience engaged.

Want to see the difference better analytics make? Sign up for a free trial and turn your Reels data into real growth.

Start your free Sprout trial

How to optimize your Instagram Reels for better performance

Now that you understand your analytics, let’s turn those insights into action. Here’s how to optimize your Reels based on what the numbers tell you:

Use trends to your advantage

Creating Reels around trending topics and audio can boost your performance, but you need to go about it strategically. Create a quick checklist to evaluate trends before jumping on them:

• Does it fit your brand?
• Can you add value to it?
• Will your audience care?

Here’s an example of Stanley’s take on the “very demure, very mindful” audio trend:

Source

By being selective, you’ll focus on trends that naturally align with your brand’s voice (like Stanley does above with its Instagram feed focused mostly on colors and aesthetics). Your Reels will perform better as a result because they genuinely connect with your audience.

Pro tip: Trends that you catch early often perform better than those you join late. Sprout Social’s AI-driven listening tools can help you spot trending keywords and topics on Instagram and other social networks so you’re always one step ahead of the competition.

Perfect your hooks – and deliver.

The first few seconds of your Reel determine whether viewers will stick around or scroll past. Create strong opening moments that grab attention and make viewers want to watch more.

Here are some proven hook strategies to try out for your Reels:

• Lead with a compelling point or statement (spoken or text overlay)
• Show an eye-catching visual or transformation (e.g. before and after)
• Ask a question targeting your audiences’ interests (and proceed to answer it)

Oreo grabs attention with this scroll-stopping Reel using a blend of high-quality (and mouthwatering) visuals, intriguing text, classic music and ASMR audio.

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Remember, though: a great hook only works if your content delivers on its promise. Match your content quality to your opening, maintain a good pace and end with clear value to increase watch time and engagement on your Reels.

Pro tip: Save hooks from high-performing Reels in your niche. Use this collection of Reel ideas to experiment with different openings and find out what works for your brand.

Post around peak activity times.

When your Reel goes live, it can have a huge impact on its reach and engagement. Instead of posting randomly, create a publishing schedule around when your audience is most active.

You can also check out our guide to the best times to post on Instagram to find out the averages are for different formats, countries and industries. Here’s an overview:

Source

Pro tip: Have audiences spread across the globe? Consider their time zone when scheduling your Reels. Sprout’s ViralPost technology recommends the best times to post for your audience based on historical data, and even schedules your Reels automatically for you.

Engage with comments quickly

The first hour after posting your Reel is critical for building momentum. Block out 15-30 minutes to actively engage with comments during this window.

This isn’t just about being polite (although that’s a big part of it) – it’s a strategic move to win over the algorithm and boost your Reel’s visibility.

Instead of leaving generic responses, add genuine value to the conversation. Tailor your replies, ask follow-up questions, and acknowledge and engage with people’s experiences. Here’s how baby feeding app Solid Starts does it:

Authentic engagement builds trust, keeps the conversation going and encourages viewers to save, share, follow and come back for more content.

Use Instagram Reels analytics to inform your strategy

Creating winning Reels consistently isn’t about luck – it’s about understanding your analytics and using that data to tweak your strategy. Start with Instagram’s built-in analytics to track basic Reels metrics, then use Sprout Social to dive deeper into your performance. Sprout’s cross-platform analytics show you exactly how your Instagram Reels and posts fit into your overall social media strategy. Start your 30-day free trial now.