Likes aren't a measure of success
Everyone looks at likes. Likes are the least valuable number in your analytics. Here are the metrics that really matter.
The metrics that count
1. Watch time (average watch time)
The average number of seconds people watch your video. This is the most direct indicator of quality. A 30-second Reel with an average of 22 seconds watched is excellent. Below 40% watch time percentage: the hook isn't working.
2. Reach vs. Impressions
Reach = how many unique people saw your video. Impressions = how many times the video was shown (including repeats). When impressions are much higher than reach, your video is being rewatched, which is a strong signal.
3. Saves
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The number of times people have saved your post. Saves are the most powerful signal that your content is valuable. Aim for at least 1 to 2% saves of your reach.
4. Shares
Shares mean people find your content good enough to show others. Every share is free reach.
5. Profile visits from Reels
Are people clicking your profile link after watching your Reel? Then your content is working as a funnel top. This links your video performance to your growth objective.
What you can ignore
Likes (too easy to give, says little). Followers per post (only comes after weeks of consistency). Comments with emojis (not real engagement).
How to use the data
Every week look at your top 3 performing Reels. What did they have in common? Hook formula, topic, length, music choice? That's your insight for the following week. Want a thorough analysis of your Instagram performance? Book a free discovery call.