1. What Sondable does
Sondable is a web application for social-media agencies and creators who publish Instagram Reels. It answers one question that Instagram itself does not: which Reel actually brought in customers, and why.
Instagram sorts content by views, and it does not keep the curve behind a view count. A Reel that peaked in four hours and one that kept running for six days end up as the same number in a report, although only the second one is worth making again. Sondable measures each connected account's Reels from the day they are published, keeps the curve, and connects every comment, message and lead back to the Reel that caused it.
2. Who uses it
Our clients are two kinds of business:
- Agencies that produce Reels for their own customers. An agency has a workspace per customer, connects that customer's Instagram professional account, and reports on it.
- Creators who publish on their own professional account and want to know which content works.
Accounts are enabled by hand, in order of sign-up, because we set up every connection together with the client. There is no self-service registration.
3. What we read from Instagram, and why
An account is connected by its owner through Instagram's own consent screen (Instagram Login for business accounts). Nothing is read before that consent, and the account owner can withdraw it at any time.
With that permission Sondable reads, for the connected professional account only:
- The account itself: id, username and follower count. The follower count is stored per measuring round so account growth can be shown next to Reel performance.
- The media list: Reels and carousels with their caption, media type, permalink, publish time and thumbnail. This fills the content overview, so a user can open a Reel and see everything attached to it.
- Insights per Reel: views, reach, likes, saves, shares and average watch time. We read these every three hours while a Reel is younger than 72 hours, then once a day up to seven days, and not after that. Instagram does not keep this history, so a gap in those first days cannot be repaired later.
- Comments and direct messages on the connected account, linked to the Reel they belong to, so the user sees which content produced which conversation, and can answer it.
Everything we read serves the client who connected the account. Data is visible only inside that client's workspace. We never sell it, never use it for advertising, and never use it to train AI models.
4. Replies are written by people
Sondable can suggest a reply to a comment or a message. A suggestion is a draft in a text box: a person reads it, edits it, and decides to send it. Nothing is posted, replied to or messaged automatically, and there is no bulk messaging.
The measuring is automated; the talking is not. That line is deliberate. An agency answering on behalf of a customer is speaking as that customer, and that is not a decision software should make on its own.
5. Where the data goes, and how long we keep it
Data is stored in the European Union, on servers in Germany (Hetzner). Besides hosting we use a small number of processors, each under a data-processing agreement: an AI provider for reply suggestions and content tagging (Anthropic, business terms, no training on our data) and a transcription provider for the spoken text in Reels (Deepgram, EU endpoint). No one else receives the data.
Insight readings and media are kept for as long as the workspace exists, because the performance curve cannot be rebuilt from the API afterwards. When access ends, everything for that account goes, as described in the next section.
The full detail is in our privacy policy. It is written in Dutch, because our clients and our regulator are Dutch: sondable.com/privacy.
6. How to disconnect and delete
Three routes, all of which end in the same place:
- In Sondable: Settings → Platforms → Instagram → Disconnect. The access token is deleted immediately and fetching stops.
- In Instagram: Settings → Apps and websites → Sondable → Remove. Instagram notifies us, we stop fetching at once and delete all data for that account within 30 days.
- By request: sondable.com/verwijderen or an email to privacy@sondable.com.
7. The company behind Sondable
Sondable is a trade name of ViewVision, a sole proprietorship registered with the Dutch Chamber of Commerce (KVK) under number 74861743, at De Pinguin 32, 7609 TM Almelo, the Netherlands. VAT number NL002420052B82.
The same name, number and address appear on our Chamber of Commerce extract, in our privacy policy and in our verified Meta business portfolio.
8. Contact
General: hallo@sondable.com. Privacy and data requests: privacy@sondable.com, answered within five working days.
The rest of this website is in Dutch: sondable.com.