What the numbers show
In Metrics, on the Summary tab, Postato compares your posts of the period with each other, using only the numbers the network gives. On a profile with Instagram and TikTok, you pick the network at the top of the page, and the numbers of one network never mix with the other's. These are comparisons, not causes: a post can do well for many reasons, and each card says so. Only the Owner and Admins see Metrics. The period is the one at the top of the page (30 days unless you change it).
Video length
The videos of the period fall into three groups: up to 35 seconds, 36 to 55, and 56 or more. Each group shows the median views and the shares, saves, comments and likes for every 1,000 views, so a long video and a short one compare fairly.
Instagram does not give the length of a video. Postato reads it from the video file itself, every hour, for the videos of the last year that Instagram lets it download, the newest first. The card says how many videos have a length.
When Instagram gives a reel's average watch time, it shows too, with the part of the video that time is. That number does not say how many people watched to the end.
When Instagram gives who skipped a reel in the first 3 seconds, its median shows too. It is Instagram's own estimate of the part of the first views that left before 3 seconds, and lower is better. Both numbers exist only for reels, and Instagram may not give them for some of them.
On TikTok, the length comes from TikTok itself, saves are the video's saves and the average watch time is TikTok's number, when it reports it. TikTok does not report who skipped in the first 3 seconds, so that number does not show.
When you posted
The median views by part of the day (morning, midday, afternoon, evening and night) and by weekday, in the account's time zone. Only the format with the most posts in the period counts, because a reel and a photo do not compare on views. Right below is when your audience is most online, from the Hours tab. That comes from Instagram only: on TikTok, the card says so.
When it grew
Right below the followers by day chart, the 4 days with the most net new followers (who started following minus who left), with every post of that day and the day before. There is no way to know which post brought each person, and the card says so. Instagram only: TikTok does not tell Postato who started or stopped following each day.
Reach outside your followers
Day by day, the account's views and the share of the accounts reached that do not follow you. The days with more non-followers are compared with the others by their median views. It is a number for the whole account: Postato does not show it per post. The last two days may still change and stay out. Instagram only: TikTok does not give that number to Postato.
When a card does not compare
- A side with fewer than 3 posts (or days) is not compared, and the card says how many it has.
- With 3 to 5 posts on a side, the card says the sample is small.
- When the medians are less than 15% apart, the card says they were close, without pointing to a difference.
- Posts younger than 7 days stay out, because their numbers are still rising.
- An account with few posts in the period sees the cards explain what is missing, never made-up numbers.