Instagram Stories are an integral part of most successful content strategies, with over 300 million daily active accounts globally. And, aside from the mass appeal, both users and consumers see Stories as a more authentic and effective communication channel – 39% of people according to Facebook’s Analytics have become more interested in a brand or product after seeing it on an Instagram Story.
However, understanding the best strategies has been notoriously tricky, particularly due to Stories’ short lifespan, and Instagram’s choice to display Story Analytics at a limit of 30 days, making it historically difficult to compare and contrast results over time. In our most recent release, we introduced Instagram Story Analytics to our Suite (psst! They last longer than 30 days!), so in today’s article, we want to show you how to get stuck into the metrics that matter and use them to inform your overall strategy.
How to Measure Instagram Story Analytics 📈
The Completion Rate is one of the most significant metrics that you can use to measure the success of your Instagram Stories, because it allows you to determine how engaging your Stories are. The Completion Rate % shows how much of your total Story was watched by your viewers, based on the people that watched the entire Story, vs. those that dropped off. Comparing the Completion Rate of different types of Instagram Stories can help determine which Stories make people actively want to stick around and engage, and which Stories people tend to exit out of. You can use this to inform the kinds of Stories that you post in the future, test and learn the formats that work, and compare similar formats on different topics, to understand what your audience wants to see.
Slides per Impression
The Slides per Impression indicates the average number of slides a viewer will watch before exiting your Story. Similarly to the Completion Rate, you can use this to understand the sweet spot in terms of how many slides you should feature on any given Story in any given day. There is so much information on social media about the right Instagram schedule, the right number of times to post to be successful and the right content formats to be using, but the truth is – this differs from account to account. Whilst it’s important to be consistent, a Story containing 10 slides might work for one person, but not for you. Each niche and each Instagrammer has a different audience, with different responses, interests and nuances, so it’s important to look at your own data in order to decipher what actually works.
By looking at the Slides per Impression, you can do just that, as it will show you the average number of slides you can use on a Story before most viewers will drop off or ‘lose interest’. This is essential, as it also ties directly in with your Completion Rate and can help increase performance metrics if you get it right.
Total Impressions is the total number of times your Stories were viewed in the selected timeframe. This is a way of determining the percentage of your following that actually view your Stories. By monitoring how this metric changes day by day, or at different posting times, you can get a better understanding of when your audience is online, and what portion of them actively engage with and view your Stories. This metric also may change according to the types of Stories you post, so you can also understand which posts are shared more, or are just holistically more popular.
💡 Pro Tip: If your Story Impressions are relatively low as a portion of your overall following, you can consider driving your existing audience to your Story posts by mentioning them in a feed caption with a CTA to the type of content you cover in your Story that they can’t view anywhere else!
Use the Stories Made metric to keep track of the number of Stories you post and whether or not this impacts other key performance metrics such as Following, Engagement, Swipe Ups (if applicable), Profile Visits and more! This will allow you to asses whether your Stories directly impact your potential to grow and engage your audience. You can also use it to keep track of consistency and whether the more Stories you make, the more your other metrics also increase.
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