They can only be viewed within 24 hours of posting. But it can also make it hard to capture your audience when the lifetime of your content in stories is limited to 24 hours max and users have to opt-in to consume a story as opposed to their feed where they are shown content organically. Replies: The number of times a viewer swipes up and responds to a story. To evaluate whether your audience is on stories, first look at reach. Compare this to the daily unique reach for your posts to identify if enough of your audience is on Stories to warrant investing more efforts. To see what’s not working, take a look at taps forward and exits. Look at stories with a large number of exits and evaluate what they have in common or what may have caused the exit and try to minimize these types of stories. How are stories impacting your post engagement? How are stories impacting your audience growth? As with engagement, you’ll want to evaluate the impact of stories on your audience size and audience growth.
Instagram Stories are a recent addition to Instagram’s portfolio of content options.
With Stories you can share what’s happening throughout your day via photos, boomerangs, and videos. What makes stories different? They can only be viewed within 24 hours of posting. That’s right, that photo you snapped will disappear from your story in 24 hours.
This helps create hype around your brand in the form of ever-persistent FOMO (Fear Of Missing Out, for those non-Millennials out there). But it can also make it hard to capture your audience when the lifetime of your content in stories is limited to 24 hours max and users have to opt-in to consume a story as opposed to their feed where they are shown content organically.
Understanding Stories Metrics
Stories don’t have likes, comments, and saves as Instagram posts do. Instead, they offer their own set of ways to interact:
- Taps Forward: The number of times a viewer tapped the right side of the screen to go to the next story.
- Taps Backward: The number of times a viewer tapped the left side of the screen to rewatch the previous story.
- Exits: The number of times a viewer swipes down to stop watching stories and go back to the main feed.
- Replies: The number of times a viewer swipes up and responds to a story. The reply feature starts a direct message conversation between you and the viewer.
Stories also come with their own daily unique reach and impressions, letting you understand how broadly your stories are being seen.
Using Stories Data to Build a Winning Strategy
Is your audience consuming Stories?
The first question you should ask is whether or not your audience is interested in watching stories. Not everyone will be an…