What does it mean if people are regularly “saving” my posts?

The “SAVED” Instagram metric is for posts that people have saved into their private Instagram collection.

I like to think about “SAVED” as being the equivalent of bookmarking a website. It means people want to be able to find it and come back to it again, perhaps because they found it useful or were inspired by it.

For example, some of my posts with the highest ENGAGEMENT are personal anecdotes, which is great for building a community around your brand. Whereas my posts that have the highest SAVES are around communicating your value and clarifying your marketing message, which makes sense given my specialty, right?

Your “saved” numbers will typically be a lot lower than most of your other metrics, but if you have a few posts that drastically stand out here, that’s probably an indication of content that has the potential to drive business for you.

As well as looking at your business metrics to see which content is being saved by your audience, also take a look at the posts you’ve personally saved recently and ask yourself “Why did I save this?”. This can be an insightful little exercise to do while bingeing Morning Wars or Succession.