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First Analysis: Using Insights the Right Way

First analysis: Using Insights the right way

Here is how to use Insights after your first published posts to quickly derive learnings – and make better decisions for your next content.

Open Insights. There you first get a quick overall picture:

  • key KPIs (e.g. followers, impressions, engagement rate – depending on the platform)
  • development/trend over the period
  • posting activity (helps you put peaks in context)

Goal: First understand how performance is developing – not just how high a number is.

2) Choose a suitable date range (incl. custom)

At the top, set the date range:

  • 7, 30, 90, or 365 days
  • or Custom (ideal for campaigns, launches, or test periods)

Rule of thumb:

  • 7 days = operational check
  • 30/90 days = more reliable learnings
  • Custom = evaluate a campaign/phase cleanly

Details: Selecting a date range

3) Narrow it down cleanly: Accounts & platform

For meaningful comparisons, you should compare "apples with apples":

  • select the right account (or several accounts to compare)
  • filter by platform if you use different platforms

Details: Platform filter in Insights

4) Use the performance analysis (top posts)

In the performance analysis you will find your top posts for the selected period.

Switch the focus depending on your question (as in the UI):

  • Impressions (reach/distribution)
  • Engagement
  • Likes
  • Comments

Goal: Not just "which post was #1", but which kind of posts works well repeatedly.

5) Switch to "Posts" to compare posts

Under Insights → Posts you can compare individual posts in a table.

Typical steps:

  1. Set the date range
  2. filter by platform, post type, and media type
  3. sort the table by the metric you currently want to optimize (e.g. impressions or engagement rate)

6) Open post details: Overview vs. interaction

If a post stands out (positively or negatively), click on it.

  • In the Overview tab you see metrics (e.g. views/impressions, reach, likes, comments, shares, saves) as well as the engagement rate.
  • In the Interaction tab you get more context – e.g. top comments and reactions.

Details: Post details: Overview vs. interaction

7) Using the engagement rate correctly

The engagement rate is especially helpful for comparing posts more fairly (because it puts interactions in relation to distribution).

Best practice:

  • always compare within the same platform
  • ideally within the same format (e.g. Reel vs. Reel)

8) Mini workflow: 10 minutes per week

  1. Open the overview (30 days)
  2. Check top posts (impressions + engagement)
  3. Open 2–3 posts → look at the post details
  4. Note down 1 learning (hook, format, topic, tone) and test it in your next post

✅ Rule of thumb: Overview = direction & trends. Posts = comparison. Post details = "why?".

Related pages

Need personal help? Email us at support@knowyourchat.de