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1、2024 Instagram Stories Benchmark ReportTHE ULTIMATE GUIDE TO INSTAGRAM STORIES METRICSQuestions to Answer with The Instagram Stories Benchmark ReportWhat kind of Stories engagement are my competitors seeing?How frequently should I be posting Stories?What kind of Stories engagement(taps,replies,and e
2、xits)should I expect?How might my Stories engagement change if I published more often or grew my followers?How do my Stories stats stack up to my Post stats?Instagram Stories continue to grow in relevance to your social media marketing efforts,but it can be tough to know how your brand stacks up aga
3、inst competitors.DATA SET INCLUDES COMPRISINGHANDLES1470IN 2023 BETWEEN THE MONTHS OF125KSTORIES539KFRAMESJUNAUGSEPTOCTNOVJUL309KPOSTSThe Metrics:DefinitionsEngagement:Measurable interaction on Instagram Stories and posts,including likes,comments,replies,and shares.Exit Rate:The percentage of your i
4、mpressions that exit your Stories by swiping right,swiping down,or closing Stories.Frame:A single photo or video posted to your Instagram Story.Impressions:The total number of views of a frame in your Story.Post Engagement per Impression:The numbers of likes,comments,and saves per impression on a po
5、st.Post Reach Rate:The reach of a post expressed as a percentage of your followers.Reach:The total number of unique people that saw a frame in your Story or your post.Reply Rate:The percentage of your Story Viewers that replied to your Story on any given day.Replies per 1K Impressions:The number of
6、replies per 1,000 story impressions.Retention Rate:The percentage of your Story Viewers on any given day that see all your frames.Stories Reach Rate:Your Story Viewers on any given day divided by your follower count,expressed as a percentage.Story:The set of frames posted to your Story within a sing
7、le 24-hour day.Story Viewers:The number of people who saw your Story on a given day.Tap-Back Rate:The percentage of your impressions that have a tap backward to see the previous photo or video again.Tap-Forward Rate:The percentage of your impressions that have a tap forward to see the next photo or
8、video.Where can I see my data in Instagram?Looking in the Instagram app?Heres where to find your stats.Using Rival IQ to supercharge your StoriesTrack and measure your Instagram Stories performance right inside Rival IQ using our Instagram Insights Reports.GET YOUR FREE TRIALTrack and measure your I
9、nstagram Stories performance right inside Rival IQ using our Instagram Insights Reports.Key FindingsKey Findings and TakeawaysStory frequency is up this year Brands doubled down on Stories creation this year and actually published more Stories than ever before.Retention rates are flat Low tap-back a
10、nd reply rates detracted from retention rates this year,but increases in reach balanced those successes to keep this critical metric flat for brands across the board.Reach rates are on the rise Your Stories(and posts!)are reaching a larger percentage of your followers compared to last year,which is
11、great news for hardworking content creators everywhere.Posts reach more than Stories Instagram posts continue to see a much higher reach rate than Stories.Hook viewers with posts and deepen their engagement with Stories.Days with a StoryWhat is Days with a Story?The number of days per month a handle
12、 published to their Story.S M T W T F S DAYS WITH A STORYThere are two main ways to measure Story activity levels:1.How often do brands publish to Stories?2.How many frames are typically published in a day?Days with a Story answers the first of these questions.RIVAL IQ INSIGHTSTORIES PER MONTH051015
13、20Top 25%MedianBottom 25%8.0 13.1 19.8 6.6 11.1 16.920222023Story frequency increased a little this year,with the average brand posting an Instagram Story 13 times per month.The top 25%most active brands publish Stories about 20 times a month.The least active 25%of brands publish just over 1 Story p
14、er week.Story posting per month hasnt changed much over the last few years,so it was nice to see a slight increase this year.Brands are still posting about once every other day on average.Days with a StoryThe number of days per month brands published Stories.Frames per DayWhat is Frames per Day?In t
15、his example,Tiffany&Co.posted three frames per day.The number of individual photos or video frames posted to Stories within a 24-hour period.123 RIVAL IQ INSIGHT%OF STORIES0%10%20%30%40%NUMBER OF FRAMES PER DAY1112+20222023Shorter Stories are more common than long ones.About 35%of Story a
16、ctivity comprises days with only one frame.1-3 frames account for about 60%of brand activity.About 10%of Stories have 7 or more frames,which is down from last year.You dont need to post Stories all day,every day to effectively engage with your followers.Finding your own brands average number of fram
17、es per day and factors that increase your retention rate can help fine-tune your frame frequency strategy.Frames per DayMedian is 2 frames per story in 2023.The number of individual photos or video frames posted to Stories within a 24-hour period.Retention Rate20 EXITS4 EXITS3 EXITS5 EXITSWhat is Re
18、tention Rate?This is what 68%retention looks like.The percentage of Story Viewers on any given day that see all posted Story frames.VIEWERS100VIEWERS80VIEWERS76VIEWERS73VIEWERS68 RIVAL IQ INSIGHTRETENTION RATE50%60%70%80%90%100%FRAME NUMBER WITHIN STORY1112+20222023The more frames you pub
19、lish,the lower your retention rate.Average retention rate was pretty flat this year.As always,the biggest dip is from 1 to 2 frames a day as users swipe past the Story.After that big initial drop-off,the retention decline slows down and stays above 75%through 7 frames per day.In our experience,reten
20、tion is one of the best measures of Instagram Story success.Focus on a first frame that hooks viewers,and then dont be afraid to say everything you need to say:retention drops but doesnt flatline with more frames.Retention RateMedian retention for the 4th frame of the day is about 81%of viewers.The
21、percentage of Story viewers on any given day that see all Story frames.Reach RateWhat is Story Reach Rate?Story Viewers on any given day divided by follower count,expressed as a percentage.This is what a 10%reach rate looks like.330K VIEWERS3.3M FOLLOWERS RIVAL IQ INSIGHTStory reach rates increased
22、or stayed flat for creators in 2023.Smaller brands with under 10K followers saw a 35%increase in Story reach rate this year.Mid-size brands between 50K-200K followers were the only group to stay flat this year at 1.6%.Brands are working harder than ever to create dynamic content that grabs attention
23、 and keeps it,so a slight uptick in reach rate feels especially heartening.Story Reach RateREACH RATE0%2%4%6%8%FOLLOWERS200K1.2%1.6%2.6%6.5%0.9%1.6%2.5%4.8%20222023Story Viewers on any given day divided by follower count,expressed as a percentage.Post Reach RateWhat is Post Reach Rate?The reach of a
24、 post expressed as a percentage of followers.This is what a 25%post reach rate looks like.250 VIEWERS1000 FOLLOWERS RIVAL IQ INSIGHTPOST REACH RATE0%6%12%18%24%FOLLOWERS200K6%7%10%19%5%8%10%16%20222023Post reach rates were a little up or flat this year,just like they were for Story reach rates.Small
25、 handles with fewer than 10K handles saw a 17%increase in post reach rate.Mid-sized brands with between 50K-200K followers saw the only post reach rate decline of the year of 15%.Post reach rate has been on the decline for a few years running now,so we love to see it on the rise(or flat)for all the
26、brands we studied this year.Post Reach RateThe reach of a post expressed as a percentage of followers.RIVAL IQ INSIGHTPOST REACH RATE0%6%12%18%24%POST TYPECarouselImageVideoReels15%13%11%11%14%10%9%9%20222023Brands saw their post reach rates increase for every media type in 2023.Images saw the bigge
27、st post reach rate increase of 27%over last year.Reels saw the smallest increases in reach this year but still showed improvement.Is Instagram back on top?We wont know for sure until our 2024 Social Media Industry Benchmark Report comes out,but post reach rate increases across all media types should
28、 give creators confidence in investing in the gram in 2024.Post Reach Rate by Media TypeThe reach of a post expressed as a percentage of followers.RIVAL IQ INSIGHTREACH RATE0%6%12%18%24%FOLLOWERS200K1.2%1.6%2.6%6.5%5.5%6.9%10.1%19.2%PostsStoriesNo matter how many followers you have,more of them are
29、seeing your posts than your Stories.Stories continue to have a lower reach rate than posts for brands,but does that mean your brand should stop creating Stories?The short answer is no:Story impressions can be a great tool for engaging with followers and developing relationships over time.Reach Rate:
30、Stories vs.PostsThe reach of a post expressed as a percentage of followers.Post Engagement per ImpressionWhat is Post Engagement per Impression?The numbers of likes,comments,and saves per impression on a post.This is what a 6%post engagement/impression looks like.60 ENGAGEMENTS1000 IMPRESSIONS+RIVAL
31、 IQ INSIGHTENG.PER IMPRESSION0%2%4%6%8%FOLLOWERS200K4.6%4.7%4.7%5.9%3.8%4.2%4.4%5.0%20222023Post engagements per impression increased for all follower counts this year.The smallest and largest brands fared the best,with handles in both groups seeing about a 20%increase.Small handles with between 10K
32、-50K followers saw their post engagement per impression climb a little less at just 5%.The rise of post engagements per impression signals a larger trend were seeing of Instagram holding onto its relevance in 2024 and beyond.Post Engagement per ImpressionThe numbers of likes,comments,and saves per i
33、mpression on a post.RIVAL IQ INSIGHTENG.PER IMPRESSION0%2%4%6%8%POST TYPEImageCarouselVideoReels4.3%3.8%5.9%5.4%3.7%3.4%4.7%4.7%20222023Post engagement per impression increased across every media type in 2023.Carousel posts saw the biggest jump in post engagement per impression of more than 25%.Vide
34、o posts held the steadiest,increasing 12%from 2022 in engagement per impression.Static post types like images and carousels are still outpacing videos and Reels despite Instagrams big investments in video this year.Post Engagement per Impression by Media TypeThe numbers of likes,comments,and saves p
35、er impression on a post.Tap-Forward RateWhat is Tap-Forward Rate?The percentage of Story viewers that have a tap forward.TAPTAP25 TAPS ON 30 VIEWERS+10 TAPS ON 15 VIEWERS5 TAPS ON 5 VIEWERSThis is what a 80%tap-forward rate looks like.40 TAPS50 VIEWERS RIVAL IQ INSIGHTTAP FORWARD RATE0%25%50%75%100%
36、FRAME NUMBER WITHIN STORY1112+20222023The more frames in your Story,the more likely followers will tap forward.The median tap-forward rate at 5 frames per day is nearly 90%.Tap-forward rates stayed flat this year,suggesting attention spans havent decreased too much.If your Story contains
37、more than 6 frames,more than 90%of your viewers are tapping forward to advance to the next frame.Tapping forward isnt necessarily a bad thing,but it does indicate that the viewer has either seen enough of the content or wasnt interested in the first place.Keep your frames engaging and experiment wit
38、h video to maintain your viewers throughout the entire Story.Tap-Forward RateThe tap-forward rate for brands at 5 frames is 89%.The percentage of Story viewers that have a tap forward.Tap-Back RateWhat is Tap-Back Rate?The percentage of Story impressions with a tap backward.This is what a 10%tap-bac
39、k rate looks like.0 TAPS ON 30 IMPRESSIONS+5 TAPS50 IMPRESSIONSTAPTAP3 TAPS ON 15 IMPRESSIONS2 TAPS ON 5 IMPRESSIONS RIVAL IQ INSIGHTTap-back rates declined this year(but only by a little).The median tap-back rate is 4.6%,but the top 25%of brands see tap-back rates closer to 6.5%.Taps back are a gre
40、at indication of content that your followers want to consume more of.Taps back mean a viewer was eager to reengage with your content,which is always a good thing.These declines are pretty minimal and not worth losing sleep over.Tap-Back RateTAP BACK RATE0%2%4%6%8%Top 25%MedianBottom 25%3.1%4.6%6.6%3
41、.2%4.8%7.0%20222023The percentage of Story impressions with a tap backward.Reply Rate per 1K ImpressionsWhat is Replies per 1K Impressions?The number of replies per 1,000 Story impressions.This is what 5 replies per 1K impressions looks like.5 REPLIES1K IMPRESSIONS3 REPLIES+2 REPLIES+0 REPLIES RIVAL
42、 IQ INSIGHTThe best way to score an elusive reply is to ask for one by asking a question.Unfortunately,Instagrams API continues to limit data from in-frame engagement stickers like polls and quizzes,so its tough to measure the impacts of these interactive elements on your engagement and reply rates.
43、Replies per 1K ImpressionsDAY REPLY RATE00.511.5Top 25%MedianBottom 25%0.03 0.27 0.81 0.11 0.48 1.3520222023Replies per 1K impressions fell a lot this year.Median reply rates were about half of what they were last year,suggesting people have less to say to the brands theyre following on Instagram.Th
44、ese reply rates are tiny because users mostly dont replyparticularly in the bottom 25%,which has a teeny average reply rate close to 0%.The number of replies per 1,000 Story impressions.Exit RateWhat is Exit Rate?The percentage of impressions that exit your Story.This is what a 10%exit rate looks li
45、ke.5 EXITS50 VIEWERS2 EXITS+2 EXITS+1 EXITSSWIPESKIP STORYCLOSE STORIES-OR-SWIPE-OR-CLOSE STORY RIVAL IQ INSIGHTExit rates were fairly flat this year.Brands saw exit rates increase just slightly this year,which means viewers were about as likely to bail on a Story as they were last year.Exit rates s
46、tart at about 14%for Stories with a single frame.The rate begins to really tail off at 5 frames per day and flattens out in the 5%range.Exit rates increased a little across all frame per day counts this year,which indicates viewers were slightly quicker to bail on Story content this year.These exit
47、rate numbers are pretty small,so dont get discouraged.Exit RateSTORY EXIT RATE0%3.5%7%10.5%14%FRAME NUMBER WITHIN STORY1112+20222023The exit rate starts to flatten out around 4 frames per day.The percentage of impressions that exit your Story.About Rival IQRival IQ is a social media analy
48、tics toolkit that helps you:Supercharge your social landscape Track results across all social profiles,including engagement,influencers,social bios,and sentimentfor you and your competitors.Stay ahead of the competition Conduct competitive analysis in minutes.Monitor your industry,create benchmarks,and evaluate competitor activity in time to respond before the market shifts direction.Do more with your data Dive deeper into your social media analytics for Facebook,Instagram,Twitter,LinkedIn,YouTube,TikTok,boosted post detection,hashtag analysis,and so much more.GET YOUR FREE TRIAL