December 21, 2018 Last updated on November 24th, 2020
comment_bubble No comments

The dreaded Instagram report.

Your client or boss has requested it, and it’s your job to come up with the goods.

At this point, you’re either feeling quietly confident because you know the numbers look good and you’re a dab-hand at reporting, or you’re crying on the inside because the idea of an Instagram report fills you with dread.

If you’re one of the latter, I feel ya.

I’m going to take you through the key steps to creating an Instagram report to suit whoever’s asking, and make you look really darn good in the process as a bonus!


The first thing you need to do is know your audience. I’m going to split this part into 2 sections. If the Instagram report you’ve been tasked with creating is for a client, the first section will help you plan its outline. If, on the other hand, the report is for your boss, skip ahead to the second section!

Creating an Instagram Report for a Client

Not to generalize, but if you’ve got the job of looking after someone else’s business’ social media, the chances are your client doesn’t know the ins and outs of social metrics.

With this in mind, I’d recommend you build a PDF or Powerpoint Instagram report using lots of visuals and vanity metrics. Did any major names interact with the Instagram account in question? Don’t forget to benchmark its performance against competitors wherever it makes sense and looks good! And always remember to put a positive spin on every metric you report upon — even though some of them might not speak very loud.

Your client will be interested in brand marketing metrics, so your Instagram report needs to be composed of these three essential KPIs:

  • Follower growth
  • Reach
  • Engagement rate

You can find these metrics on Instagram Insights and screenshot the graphs if you don’t have the time to create your own. Alternatively, you can find all of this info on Iconosquare, where you’ll also be able to tap into other insightful metrics like Engagement on Reach, giving you a clear idea of how well the people who actually see your posts are engaging with them.



You could also play around with a fun display of the Instagram account’s best-performing posts for the time-period reported upon. Use an application like Top 9 to download a custom grid of the best nine Instagram posts. Visuals like this will help your client to get a clear overview of what’s been working for their account!

Creating an Instagram Report for your Boss

If you’re reading this section, your boss has asked you to report on the company’s Instagram performance. Lucky you!

But seriously, it’s going to be okay! Here are my tips for how to draft your Instagram report for your boss, like a boss. 👊

The format should be either a Powerpoint presentation or a spreadsheet (Excel or .xls) to facilitate the reading of detailed data-based metrics. Your boss will be focused on the ROI and key results of your efforts on Instagram, so be sure to show them that your efforts are aligned with those objectives in mind by reporting on the correct metrics. It’s also important that you are able to take away from the Instagram report and thereby make plans for improvement!

Your boss will be on the hunt for some concrete performance marketing data. The most important ones I’d recommend you report on are:

  • Story swipe ups
  • Website clicks
  • Ad spend

To find your number of swipe ups on Instagram Insights, you need to go to Stories, then link clicks. For website clicks, the easiest way to find out where your audience have been clicking is by checking out your Profile activity on Iconosquare. There, you’ll be able to see your CTR on the ‘get directions’, ’email’ and ‘website’ buttons on your Instagram profile. As for your ad spend, there’s no need to report every single metric from Ads Manager — your boss won’t appreciate it (and let’s face it, they probably won’t understand most of it either). CPC, impressions and total spend should suffice to give a global view of performance and ROI.

Reporting on Competitor Performance

When reporting on your competitors’ performance, you need to remember to be realistic about who those competitors are. Benchmarking your own performance against that of a huge brand in a whole different league will only make your business look small and ineffective. So make sure you choose actual competitors with similar sized followings to your own.

The main metrics to communicate for this section of your Instagram report are namely a comparison of follower growth over time, evolution of engagement rate, and the hashtag usage for each competitor you’re benchmarking yourself against. It could be helpful and visually clear to display this data in a comparative table.


A SWOT analysis of your own business’ performance based off of your competitor analysis findings is the perfect way to prove to your boss that you’re being proactive and optimistic about change for the future. Here’s an example of how you could end the benchmark section of your Instagram report:

  • Strengths: We have a stronger focus than our competitors on quality creative and copy
  • Weaknesses: We have a slightly slower follower growth than this competitor
  • Opportunities: We should plan to use video content as no one is posting videos
  • Threats: We have under 10k followers so can’t make the most of the ‘swipe up’ feature in Stories

Perhaps more importantly than all of these metrics is the sentiment generated by your brand on Instagram. If you can find an edge which makes your Instagram account stand out from the crowd, then you’re already winning. 💪


Concluding your Instagram report with a short summary is a good way of rounding things off nicely and leaving on a high note is always advisable. Why not try this for example:

  • 3 things we rock at
  • 3 things we don’t rock at
  • How we can use our learnings to improve

instagram report

Have you created your Instagram report yet? Let me know if this article came in handy!

About the author
Jemma O'Leary

Jemma O'Leary

Jemma is Customer Education Lead at Iconosquare. She's passionate about helping businesses, brands and influencers gain superhero knowledge of the Iconosquare product and the social media jungle. She’s equally as passionate about bad puns, her Polaroid camera, and her ever-growing collection of offensively large sunglasses.

More posts by Jemma O'Leary

Join the social revolution, try Iconosquare.

Try Iconosquare free for 14 days. No credit card needed.

Start 14 days Free Trial