Instagram Save Rate: Deep Dive

Instagram Save Rate is the percentage of people who save your post after seeing it. It’s a key metric in Instagram Insights that tells you how many users found your content valuable enough to revisit later.

Why Save Rate Matters

Unlike likes or comments, saves show deeper interest. When someone taps the bookmark icon, they signal that your post is worth returning to—whether it’s a helpful tutorial, an inspiring quote, or a product guide. For brands and creators, a high save rate means your content resonates and adds long-term value, boosting your algorithmic reach over time.

How to Calculate Save Rate

Save Rate = (Total Saves ÷ Impressions) × 100

• Total Saves: The number of times users saved your post.

• Impressions: How many times your post was displayed, including repeat views.

Example: If your recipe post got 80 saves and 1,600 impressions, your Save Rate is (80 ÷ 1,600) × 100 = 5%.

Real-World Examples

1. Influencer Marketing: A fitness influencer shares a week-long workout routine carousel. Followers save it to repeat the exercises throughout the week. A 7% save rate indicates strong interest in the routine format, so brands partner for fitness gear promos.

2. DTC Brands: A skincare label posts an infographic on a 5-step nighttime routine. Viewers save it for nightly reference. A high save rate helps the brand understand which skincare tips drive engagement and potential purchases.

Common Misconceptions

• Not Just Another Vanity Metric: Saves aren’t as flashy as likes, but they signal future engagement.

• Not the Same as Shares: Shares broadcast your post to someone else’s feed, while saves keep it for personal reference.

• Variations: Some marketers calculate saves ÷ reach. Check your analytics tool to know which denominator you’re using.

Tips to Boost Your Save Rate

1. Create Evergreen Content: Tutorials, checklists, recipes—anything users will want to revisit.

2. Use Carousels & Infographics: Step-by-step visuals invite saves for later reference.

3. Add a Save CTA: A simple “Save this post for later!” can nudge followers.

4. Monitor & Compare: Track save rates across posts to see what topics or formats perform best.

5. Optimize Posting Times: Share valuable content when your audience is most active to maximize impressions (and potential saves).

Putting It into Practice

Start by reviewing your Instagram Insights: note your current save rates, set a realistic growth target (e.g., raise from 3% to 5%), and plan content themes that encourage bookmarking. Over time, you’ll refine your strategy, increase audience retention, and build deeper connections with followers through high-value posts.