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Engagement rate is the single most-quoted Instagram metric, and also the one most people calculate slightly differently without realizing it. The formula itself takes thirty…

Two accounts can both sit at 50,000 followers and be worth almost nothing alike to a brand. One has an audience that opens every post,…

A post with 10,000 likes looks like a win. Whether it actually moved the needle for a brand depends on who those 10,000 accounts are,…

Instagram’s native Insights tool gives every professional account a genuinely useful analytics dashboard for free — the problem is that most people open it, glance…

Instagram Insights shows both “reach” and “impressions” on nearly every post, and it’s easy to treat them as interchangeable — bigger numbers, good post. They’re…

If you’re benchmarking your own Instagram performance — or sizing up a creator before a partnership — a single “good engagement rate” number isn’t enough.