We know Instagram Stories disappear after 24 hours, but you can rest assured that they have a permanent impact on our audience. How to understand this? Understanding Instagram Stories analytics and measuring the effectiveness of Instagram Stories will help with this.
Measuring KPIs is important because it allows you to analyze the stories that generate the most engagement, eliminate pain points, build brand awareness, and segment your audience to get the right message across to the right people. We’ll walk you through Instagram Stories analytics and how you can use it to improve your Instagram promotion.
Instagram Stories Analytics
1. How reach differs from impressions… These metrics are needed to estimate the audience size of your account.
Nowadays, people are more likely to watch stories than simple posts. They want to see real people talk about real issues, showing real life. So the big question is: What is the main difference between reach and impression?
- Reach is the number of unique users who viewed your Instagram Stories in a day.
- Impressions represent the total number of views of your Stories.
One person can view your stories three times. If you publish a story and two people view it eight times, analytics will show you two reach and eight impressions. More often than not, Instagram Stories have less reach and more impressions. Your reach metric will depend on the size of your audience.
Why is it important to measure reach and impressions on Instagram Stories? These metrics are important because they allow you to analyze the quality of stories and the frequency of posts.
For example, if you notice a sudden drop in coverage, it could be because your stories are lively or blurry and need updating.
Research on Instagram Stories shows that reach and impressions increase by over 50% when viewers watch 8 stories per day.
2. How to improve interaction with stories. You can use a variety of features to improve the experience: mention someone in your story, add a location, use a question sticker and survey, use hashtags, and more.
3. Study the behavior of your audience. Completion rate lets you know how many people are watching your entire stories. This metric applies to multiple stories uploaded to your business profile.
To calculate your completion rate, you need to follow the formula: Divide the number of viewers on your last story by the number of people who saw your first post.
This metric shows the number of people who viewed your story from start to finish. This feature is divided into four categories:
- touching back
- touch forward
- next story
- way out of history
Forward clicks is the number of clicks your audience made to watch follow-up videos or photos you posted on your Stories.
Back Tap – The number of taps your users made to see your previous video and photo in your story.
A large number of forward taps is not that good. This indicates that the story was uninteresting to view or was not cropped correctly. Or maybe it was too long On the other hand, a large number of back clicks is a good indicator that people liked your story and would even like to revise it.
Outputs show how many users have logged out before the story ends. Many scripts can cause an exit. In some of these situations, the user closes their Instagram app while viewing your Stories. The person moved to another story by swiping to the left, people pressed the X button to cancel your story, and users swiped down to return to the main feed section.
Research has shown that the highest exit rates occur within the first three stories, after which significantly fewer viewers leave. So make sure you create compelling stories with a strong message.…
4. Participation in Instagram Stories. Engagement on Instagram Stories is measured by swipes and responses.
Swipe Up – When it comes to measuring your ROI, one of the most valuable features is the swipe up call to action. You can use CTA Stories to share valuable content, connect viewers to complete stories, direct your audience to your online store, or introduce new products.
The responses represent the number of DMs you received as a result of showing the story. Like the response rate, this is a good indicator of positive engagement. But a controversial story can get a lot of angry messages too!
5. Why is the “Search and Interesting” section important. As the name suggests, the data in this section helps you indicate where your post was found or viewed the most. They also show how many users didn’t follow you when they first saw your post.
It includes impressions metrics and reflects the number of times your story has been discovered from a specific location on Instagram, including search, user’s home feed, hashtag, location tag, or from your profile. Metrics also include post reach data and show the number of unique accounts that saw your post.