Mid-size brands between 50K-200K followers endured the biggest reach declines this year.These reach rates are on the decline year over year, but don’t get discouraged-Stories are still an effective tool for many brands.īrands saw reach rates decline in 2022 no matter their follower count. Story reach rate represents the percentage of your followers who are actually seeing your Stories. Focus on a first frame that hooks viewers, and then don’t be afraid to say everything you need to say: retention drops but doesn’t flatline with more frames. It’s just your content, your viewer, and whether or not you can keep them tapping forward instead of exiting and moving on to the next Story. This metric is one of the truest ways to measure the strength and resonance of your content: retention isn’t influenced by Instagram’s algorithm or in competition with another brand. After that big initial drop-off, the retention decline slows down and stays above 75% through 6 frames per day.As always, the biggest dip is from 1 to 2 frames a day as users swipe past the Story.Average retention rate was pretty flat this year.The more frames you publish, the lower your retention rate.This metric represents the percentage of viewers that have stuck around through any given frame of a Story. Why? Sticking around for your frames means you’ve grabbed attention and created a fan, instead of just a follower flitting through. Retention rate by frame is one of the most important metrics for understanding how your Instagram Stories are landing with your audience. Finding your own brand’s average number of frames per day and factors that increase your retention rate can help fine-tune your frame frequency strategy. More brands are using Stories in their marketing, but they’re not posting significantly higher frame counts. About 15% of Stories have 7 or more frames.1-3 frames account for about 65% of brand activity.About 40% of Story activity comprises days with only one frame.Finding the “right” number of frames per day for your brand is just as important as figuring out how many Stories you should be posting in a given time period.Īs you can see on the graph above, Stories with just a few frames are more common than Stories with more frames. Let’s talk Stories terminology: in our book, Stories represent a 24-hour period, while frames per day denote the number of individual photos or videos posted within a Story. This consistency means the majority of brands still post Stories just over twice per week. Story posting per month hasn’t changed much over the last few years: everyone is posting about as often as last year. The least active 25% of brands publish just over 1 Story per week.The top 25% most active brands publish Stories about 17 times a month-roughly every other day.Story frequency is pretty flat, with the average brand posting an Instagram Story 11 times per month. Hook viewers with posts and deepen their engagement with Stories.ĭownload the full 2023 Instagram Stories Benchmark Report Get your PDF here Days with an Instagram StoryĪre more Stories better than fewer? The best answer to this age-old question starts with benchmarking how often the average brand publishes a Story in a month.Ī quick note on how to read these graphics: we’ve included median performance as well as metrics from the top and bottom 25% of brands so you can understand the full range for the Instagram Stories metrics that matter. Instagram posts continue to see a much higher reach rate than Stories. 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. Stories are competing with Instagram posts as well as YouTube and TikTok for eyeballs. Your Stories (and posts!) are reaching a smaller percentage of your followers compared to last year. Flat isn’t bad, but it’s not growth either. For the first time in our reporting history, brands posted about as many Stories as in 2021.
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