Reading a creator's Instagram profile

Instagram holds several post types in one profile and they do not compare on a single metric. Reels collect views from non-followers; photos mostly reach existing followers. Averaging both into one engagement figure is the fastest way to read a profile wrong.

Three numbers worth reading

1. Average engagement, split by post type. Calculate Reels separately from photos. If all the engagement comes from Reels, the channel is really a short-video channel — and should be compared to TikTok rather than to other Instagram profiles.

2. Posting frequency. A profile posting once a quarter has an average that says nothing about the present.

3. Whether comments have real content. Instagram is where empty comments are most common. See seven signs of bought engagement.

Instagram report — 6 credits — reads the 50 most recent posts.

The limits of Instagram public data

Much of what everyone wants to know is not public: reach, saves, story views, follower demographics. Only the profile owner sees them.

Which means a media kit carries more weight on Instagram than on TikTok — and that you should ask for a screenshot of the analytics page rather than retyped figures. See how to read a media kit.

Stories are not among the 50 readable posts, because they expire after 24 hours. If a booking package includes stories, that is the part you cannot verify from outside — ask for a screenshot of the results after the campaign and put that in the contract.

When Instagram beats TikTok

When your customer is there and the product needs to look good. Beauty, fashion, interiors and premium food often sell better on Instagram despite weaker-looking engagement numbers. A lower figure does not mean lower effectiveness.

The right way to check is to run both and compare by campaign objective, not by rate. If the same person appears in several places, use the multi-platform report — 20 credits, runs in the background.

Frequently asked questions

Can I read reach? No. That is internal analytics. Public data gives likes and comments per post.

Can I read stories? No. Stories expire after 24 hours and are not among the 50 posts. Ask the creator for a screenshot.

How long is 50 posts? It depends on posting frequency. For a daily profile, nearly two months; for a weekly one, nearly a year. Check the date of the oldest post before drawing conclusions.