1、2023 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 COMPRISINGHANDLES965IN 2022 BETWEEN THE MONTHS OF72KSTORIES281KFRAMESJUNAUGSEPTOCTNOVJUL147KPOSTSThe Metrics:DefinitionsEngagement:Measurable interaction on Instagram Stories and posts,including likes,comments,replies,and shares.Exit Rate:The percentage of your imp

4、ressions 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 post

5、.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 re

6、plies 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 single

7、 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 vi

8、deo.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 Ins

9、tagram Stories performance right inside Rival IQ using our Instagram Insights Reports.Key FindingsKey Findings and TakeawaysStory frequency is pretty flat this year For the first time in our reporting history,brands posted about as many Stories as in 2021.Flat isnt bad,but its not growth either.Rete

10、ntion Rates are flat Higher tap-back rates helped boost retention,but flat reply rates and increased exit rates balanced those successes to keep this critical metric flat for brands across the board.Reach Rate continues to fall Your Stories(and posts!)are reaching a smaller percentage of your follow

11、ers compared to last year.Stories are competing with Instagram posts and YouTube and TikTok for eyeballs.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

12、with a Story?The number of days per month a handle 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 thes

13、e questions.RIVAL IQ INSIGHT?STORIES PER MONTH05101520Top 25%MedianBottom 25%6.6 11.1 16.9 6.1 11.1 17.420212022Story frequency is pretty flat,with the average brand posting an Instagram Story 11 times per month.The top 25%most active brands publish Stories about 17 times a monthroughly every other

14、day.The least active 25%of brands publish just over 1 Story per week.Story posting per month hasnt changed much over the last few years:everyone is posting about as often as last year.This consistency means the majority of brands still post Stories just over twice per week.Days with a StoryThe numbe

15、r of days per month brands published Stories.Frames per DayWhat is Frames per Day?In this 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 DAY123

16、456789101112+20212022Shorter Stories are more common than long ones.About 40%of Story activity comprises days with only one frame.1-3 frames account for about 65%of brand activity.About 15%of Stories have 7 or more frames.More brands are using Stories in their marketing,but theyre not posting signif

17、icantly higher frame counts.Finding your own brands average number of frames 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 2022.The number of individual photos or video frames posted to Stories wit

18、hin a 24-hour period.Retention Rate20 EXITS4 EXITS3 EXITS5 EXITSWhat is Retention Rate?This is what 68%retention looks like.The percentage of Story Viewers on any given day that see all posted Story frames.VIEWERS?100VIEWERS?80VIEWERS?76VIEWERS?73VIEWERS?68 RIVAL IQ INSIGHT?RETENTION RATE50%60%70%80

19、%90%100%FRAME NUMBER WITHIN STORY1112+20212022The more frames you publish,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 declin

20、e slows down and stays above 75%through 6 frames per day.In our experience,retention 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.Retenti

21、on RateMedian retention for the 4th frame of the day is about 81%of viewers.The 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 lo

22、oks like.?330K VIEWERS3.3M FOLLOWERS?RIVAL IQ INSIGHT?Brands saw reach rates decline in 2022 no matter their follower count.Mid-size brands between 50K-200K followers endured the biggest reach declines this year.Smaller brands with under 10K followers lost the least this year but still saw declines.

23、As we saw earlier in this report,brands are posting more and more Stories,so the competition for views has never been higher.Strong first frames are a marketers best tool for encouraging retention and notice from the Instagram algorithm.Story Reach RateREACH RATE0%2%4%6%8%FOLLOWERS200K0.9%1.6%2.5%4.

24、8%1.2%2.4%3.3%5.4%20212022Story Viewers on any given day divided by follower count,expressed as a percentage.Post Reach RateWhat is Post Reach Rate?The reach of a post expressed as a percentage of followers.This is what a 25%post reach rate looks like.?250 VIEWERS1000 FOLLOWERS?RIVAL IQ INSIGHT?POST

25、 REACH RATE0%6%12%18%24%FOLLOWERS200K5%8%10%16%9%14%17%20%20212022Brands saw their post reach rates decline across the board in 2022.Handles with more than 200K followers saw the sharpest Post Reach Rate declines in 2022.As usual,the larger your follower count,the smaller your reach rate.Post reach

26、rate has declined every year weve studied it as Instagram adds more ways for users to consume content(like Lives and Reels)and therefore further divides attention.Post Reach RateThe reach of a post expressed as a percentage of followers.RIVAL IQ INSIGHT?POST REACH RATE0%6%12%18%24%POST TYPECarouselI

27、mageVideoReels14%10%9%9%18%13%15%16%20212022Brands saw their post reach rates decline for every media type in 2022.Images were hit especially hard with a 40%decline in reach rate.Video posts saw the smallest declines in reach this year but still suffered.Even Reels saw a decreased reach rate by abou

28、t 25%this year.Instagram is working hard to incentivize more video content to compete with YouTube and TikTok,so this is a good area to invest in in 2023 to engage both followers and the algorithm.Post Reach Rate by Media TypeThe reach of a post expressed as a percentage of followers.RIVAL IQ INSIGH

29、T?REACH RATE0%6%12%18%24%FOLLOWERS200K0.9%1.6%2.5%4.8%5%8.2%10.4%16.3%PostsStoriesNo matter how many followers you have,more of them are 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?Th

30、e short answer is no:Story impressions can be a great tool for engaging with followers and developing relationships over time.Reach Rate: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 like

31、s,comments,and saves per impression on a post.This is what a 6%post engagement/impression looks like.?60 ENGAGEMENTS1000 IMPRESSIONS?+RIVAL IQ INSIGHT?ENG.PER IMPRESSION0%2%4%6%8%FOLLOWERS200K3.8%4.2%4.4%5.0%5.0%5.2%5.6%6.5%20212022Post engagements per impression declined regardless of follower coun

32、ts this year.Mid-sized handles with between 50K-200K followers retained post engagement per impression best this year.The smallest and largest brands fared worse,with handles in both groups seeing about a 25%drop.These drops in post engagement rate per impression are part of a larger trend of decrea

33、sed engagement on Instagram as the platform battles for attention in the era of YouTube and TikTok.Post Engagement per ImpressionThe numbers of likes,comments,and saves per impression on a post.RIVAL IQ INSIGHT?ENG.PER IMPRESSION0%2%4%6%8%POST TYPEImageCarouselVideoReels3.7%3.4%4.7%4.7%3.9%4.3%5.5%5

34、.5%20212022Post engagement per impression decreased across every media type in 2022.Video posts saw post engagement per impression drop by more than 20%.Reels fared better than other post types,losing just 5%engagement per impression from 2021.Static post types like images and carousels are still ou

35、tpacing videos and Reels despite Instagrams big investments in video this year.Post Engagement per Impression by Media TypeThe numbers of likes,comments,and saves per impression on a post.Tap-Forward RateWhat is Tap-Forward Rate?The percentage of Story viewers that have a tap forward.TAPTAP25 TAPS O

36、N 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 INSIGHT?TAP FORWARD RATE0%25%50%75%100%FRAME NUMBER WITHIN STORY1112+20212022The more frames in your Story,the more likely followers will tap forward.The median t

37、ap-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 more than 4 frames,more than 90%of your viewers are tapping forward to advance to the next frame.Tapping forward isnt necessarily a ba

38、d 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 with video to maintain your viewers throughout the entire Story.Tap-Forward RateThe tap-forward rate for brands at 5 frames is 89%.The pe

39、rcentage 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-back rate looks like.0 TAPS ON 30 IMPRESSIONS+?5 TAPS50 IMPRESSIONS?TAPTAP3 TAPS ON 15 IMPRESSIONS2 TAPS ON 5 IMPRESSIONS RIVAL IQ INSIGH

40、T?Tap-back rates have increased across the board in 2022.The median tap-back rate is 4.8%,but the top 25%of brands see tap-back rates closer to 7%.Taps back are a great indication of content that your followers want to consume more of.Taps back mean a viewer was eager to reengage with your content,w

41、hich is always a good thing.Taps back have increased slightly as brands grow savvier about posting engaging frames that merit a second look.Tap-Back RateTAP BACK RATE0%2%4%6%8%Top 25%MedianBottom 25%3.2%4.8%7.0%2.9%4.4%6.5%20212022The percentage of Story impressions with a tap backward.Reply Rate pe

42、r 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 IMPRESSIONS?3 REPLIES?+2 REPLIES?+0 REPLIES?RIVAL IQ INSIGHT?The best way to score an elusive reply is to ask for one by asking a que

43、stion.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.Replies per 1K ImpressionsDAY REPLY RATE00.511.5Top 25%MedianBottom 25%0.11 0.48 1.

44、35 0.09 0.50 1.3120212022Replies per 1K Impressions increased for most brands in 2022.Median reply rates were pretty flat this yearpeople have about as much to say to brands as they did last year These reply rates are tiny because users mostly dont replyparticularly in the bottom 25%,which has a tee

45、ny 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 like.?5 EXITS50 VIEWERS?2 EXITS+2 EXITS+1 EXITSSWIPESKIP STORYCLOSE STORIES-OR-SWIPE-OR-CLOSE STORY RIVA

46、L IQ INSIGHT?Exit 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 start at about 12%for Stories with a single frame.The rate begins to really tail off at 5 frames per

47、 day and flattens out in the 4%range.Exit rates increased a little across all frame per day counts this year,which indicates viewers were slightly less engaged with Story content this year.These exit rate numbers are pretty small,so dont get discouraged.Exit RateSTORY EXIT RATE0%3.25%6.5%9.75%13%FRA

48、ME NUMBER WITHIN STORY1112+20212022The 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 analytics toolkit that helps you:Supercharge your social landscape Track results across all social pro

49、files,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