← Back to all guidesInstagram holds years of photos, messages, stories, reels, search history, and a detailed advertising profile built from everything you have done on the platform. You can download all of it from the app or desktop, but the format you choose at export time matters — and most people pick the wrong one.
What Instagram knows about you
- Every photo and video you posted
- Stories and Reels you created
- Direct messages — text, photos, videos, voice
- Comments you left
- Posts you liked and saved
- Search history
- Accounts you followed and unfollowed
- Your ad interest profile and inferred demographics
- Login activity and device history
- Shopping activity
HTML vs JSON — choose carefully before you request
Instagram offers two export formats. HTML looks readable in a browser but is harder to process later and not well-suited to long-term archiving.
JSON is harder to read directly but is structured, machine-readable, and better for archiving or importing elsewhere. Choose JSON unless you only want to browse it once.
How to request the export (app)
- Open Instagram and go to Settings and privacy.
- Tap Your activity.
- Tap Download your information.
- Tap Request a download.
- Select "Some of your information" or "All available information".
- Choose JSON as the format.
- Choose a date range if needed.
- Enter your email address.
- Submit the request.
- Wait for the notification — can take up to 14 days.
- Download the archive before the link expires (4 days).
How to request the export (desktop)
- Go to accounts.instagram.com and sign in.
- Click Your Instagram information.
- Click Download your information.
- Follow the same steps as the app export above.
What is inside the archive
The archive is a ZIP containing folders organised by data type.
- your_instagram_activity/ — posts, stories, reels, comments, likes, saved content
- messages/ — all direct message threads, each as a separate JSON file
- personal_information/ — profile details and account history
- security_and_login_information/ — login activity and device history
- ads_and_topics/ — ad interests, suggested accounts, advertisers who uploaded your contact info
- connections/ — followers and following lists
The ads folder — what to look for
The ads_and_topics folder is often the most revealing part of the export.
ads_interests.json contains the interest categories Meta has assigned to you. advertisers_using_your_activity_or_information.json shows companies that have uploaded your contact details to target you — many people are surprised by how long this list is.
Reading the JSON files
- Drag any JSON file into a browser tab for a basic tree view
- Use jsonviewer.stack.hu for a cleaner interface
- Import into a spreadsheet for tabular data
- The messages folder is the most useful to browse directly — each thread is a separate file with sender, timestamp, and message content
Your photos and videos
The media files in the archive are actual JPGs and MP4s — not thumbnails or compressed previews.
Copy them to a dedicated folder. This is the most portable and valuable part of the export: real files you own regardless of what happens to your account.
How to delete Instagram data
- Individual posts: tap the three-dot menu on a post and select Delete
- Account deactivation: Settings > Account > Deactivate account — temporary, account can be reactivated
- Permanent deletion: Settings > Account > Delete account — irreversible after 30 days
- Data takes up to 90 days to be fully removed after deletion
- Export before deleting — once the account is gone, the data cannot be recovered
Quick version
If you want the short checklist instead of the full guide, use the service page.
FAQ
Which format should I choose, HTML or JSON?
JSON. It is structured, machine-readable, and better for long-term archiving and processing. HTML is only preferable if you just want to browse it once in a browser.
How long does Instagram take to prepare the export?
Up to 14 days.
How long do I have to download the archive?
4 days from the notification email. Download it promptly.
Does the export include my DMs?
Yes. All direct messages are included, with media attachments, in the messages/ folder.
Does the export include Stories I posted?
Yes, if they have not been deleted. Stories that were manually deleted before the export will not appear.
What is in the ads folder?
Your ad interest profile (the categories Meta has assigned to you) and a list of advertisers who have uploaded your contact information to target you on Instagram.
Does exporting delete my Instagram data?
No. Exporting creates a copy. Your data stays on Instagram unless you separately delete your account.
Can I export data for a business account?
Yes. The process is the same. Business accounts will also include professional dashboard data in the export.