Instagram updated its Insights dashboard in early 2025. Two new metrics are now available for every post and Reel: Share Rate and Skip Rate. If you run a Shopify store or invest in Instagram ads, these numbers will change how you make content decisions.
Here is what changed, what it means, and how to act on it.
What Changed
Before this update, the Insights dashboard buried performance data across multiple screens. You had to tap into individual posts, scroll through several panels, and piece together the picture yourself.
Now the metrics you need are front and center. Share Rate and Skip Rate sit alongside reach and engagement data in one place.
| Metric | Old Insights | New Insights |
|---|---|---|
| Reach | Available | Available |
| Impressions | Available | Available |
| Likes, Comments, Saves | Available | Available |
| Share Rate | Not available | Now available |
| Skip Rate | Not available | Now available |
| Dashboard layout | Buried across screens | Key metrics front and center |
Share Rate: Why It Matters
Share Rate measures how often people share your content relative to total impressions. A post with 10,000 impressions and 500 shares has a 5% share rate.
Shares are the strongest distribution signal on Instagram. When someone shares your post, they are sending it to another person directly. That action drives reach faster than likes or comments. Instagram's algorithm treats shares as a sign the content is worth spreading.
A share rate above 3% is a strong result. Content at that level is worth studying and repeating.
Want to know which of your posts are worth turning into ads? Your highest share rate posts are the place to start. Book a call and we can build a paid strategy around your top performers.
Skip Rate: What It Reveals
Skip Rate measures how quickly viewers swipe past your content without engaging. A high skip rate means your hook is not working. A low skip rate means people are stopping to watch or read.
For Reels, the first one to two seconds determine your skip rate. For static posts, it comes down to the strength of your opening image or graphic.
A skip rate above 40% is a signal to test a new hook, opening frame, or caption lead. A skip rate below 20% means your content is stopping the scroll consistently.
How to Use Both Metrics Together
Share Rate and Skip Rate work best as a pair. Here is how to read the combinations:
Low skip rate, high share rate. This is your best content. People stopped, watched, and passed it along. Replicate it.
Low skip rate, low share rate. People are watching but not sharing. The content holds attention but does not prompt action. Test a stronger CTA or a topic with broader appeal.
High skip rate, high share rate. A small group is engaging strongly, but most people are scrolling past. The hook needs work even if the core content resonates.
High skip rate, low share rate. This content is not working. Retire it and test something new.
Where to Find the New Metrics
Open the Instagram app and go to your profile. Tap any post or Reel. Scroll to the Insights panel beneath the post. Share Rate and Skip Rate appear alongside your standard metrics.
Give each post 24 to 48 hours before reviewing. One day of data is not enough to draw conclusions.
Five Actions to Take This Week
Pull your last 10 posts and rank them by share rate. The top two or three are your best creative assets. Use them as the foundation for your next paid campaign.
Find your highest skip rate posts and identify the pattern. Look at the opening frame, the caption lead, and the format. Cut what is not working.
Test two versions of your next Reel with different opening frames. Run them in the same week and compare skip rates. Keep the format that wins.
Set a Monday review habit. Check the previous week's posts every Monday. Track share rate and skip rate in a simple spreadsheet. Patterns emerge within four weeks.
Pair skip rate with watch time for Reels. A low skip rate means people started watching. Watch time tells you whether they finished. Both numbers need to be strong for a Reel to perform consistently.
The Opportunity Right Now
Most brands are not using these metrics yet. The ones who act on Share Rate and Skip Rate data now will build a content strategy that outperforms competitors still relying on reach and likes alone.
Check your last five posts today. Find your best performer by share rate. That post is your next ad.
Want help turning your top organic content into a profitable Instagram ad campaign? Book a call with our team and we will show you exactly how to do it.
