About the Visual Marketing Index

The Visual Marketing Index (VMI) is our solution to providing Instagram analytics free of confusing data. We incorporate 10 different metrics derived from Instagram to provide the most comprehensive IG performance score currently available. Get reports on both your brand and your competitors'. All you need is a brand name and a hashtag!

VMI score

The overall performance score for the brand on Instagram, derived from our 10 key metrics, on a scale of 0 - 10.

Brand ER

The overall level of engagement between the brand and its followership on Instagram.

Swipe to take a glimpse at each feature
Hashtag power

The extent to which a brand’s main hashtag is used and how much this use pushes the brand’s products to a wider Instagram audience.

User quality

An overall measure of the quality of the users who are posting with a brand’s main hashtag, and the propensity for these users to evangelize the brand.

Top brand photos

The top 5 photos posted by the brand, ranked by the number of likes received.

Top hashtag photos

The top 5 photos posted on the brand’s primary hashtag by other Instagram users, ranked by the number of likes received.

Why you need to analyze your instagram performance

For brand marketing, Instagram has, without a doubt, become the most crucial social media network in the world. 7 out of 10 hashtags on Instagram are now branded, and 65% of the top-performing Instagram posts feature products.

47% of Instagram users say that the platform is one of their top 10 channels for product discovery. Instagram’s marketing potential is huge, and, until now, there has been no way to gather accurate Instagram insights.

Why you need to compare with your competitors

You can request up to 5 reports per month for in-depth analysis into the strengths and weaknesses of your competitors on Instagram. This includes access to key statistics on the power of their hashtag and their strongest influencers.

Marketers spend their days searching for ways to improve brand image and allure. The VMI is the best Instagram analytics app to give you the clues - and it's completely free.

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Our 3 core principles for designing the VMI


We use advanced statistical models and multivariate regression analysis to create a level playing field for brands of all sizes. Whether you have 10,000 followers or 1 million followers, the VMI will measure your performance relative to your own scale.


We chose to build an Instagram reporting tool specifically designed for marketers - no one has time to waste tinkering with data all day. Our goal is to give you insightful and easy-to-understand reports on what matters the most when it comes to brand performance.

Business oriented

How does the VMI distinguish itself amongst the abundance of Instagram analytics tools ? We distill a plethora of data into metrics that matter, helping to demystify what drives success for your brand. We believe that accurate information is the best route to actionable solutions.