Instagram Stories Data: The Latest Performance Benchmarks And Insights

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side-navigation" > <span class="col-lg-12 col-12 d-block dropdown-content navigation-selection navigation-selection-desktop" data-target-element="navigation-analysis-benchmarking-dekstop" > <p class="heading" >Analysis & Benchmarking</p> <p class="description" > Measure the metrics that matter and compare your performance against your competitors </p> <div class="navigation-arrow" > <svg xmlns="http://www.w3.org/2000/svg" width="26" height="26" viewBox="0 0 26 26" fill="none" > <circle cx="13" cy="13" r="13" fill="black" class="navigation-arrow-svg" ></circle> <path d="M12.6337 16.8918L12.5612 16.9631L12.6337 17.0344L13.3252 17.7146L13.3953 17.7835L13.4654 17.7146L17.7133 13.536L17.7857 13.4647L17.7133 13.3934L13.4654 9.21484L13.3953 9.14586L13.3252 9.21484L12.6337 9.89506L12.5612 9.96635L12.6337 10.0376L15.5222 12.8787H8.35742H8.25742V12.9787V13.9507V14.0507H8.35742H15.5222L12.6337 16.8918Z" fill="white" stroke="white" stroke-width="0.2" ></path> </svg> </div> </span> <div class="accordion si-accordion accordion-arrow-right accordion-mobile" id="navigation-accordion" > <div class="card"> <span data-toggle="collapse" data-target="#navigation-analysis-benchmarking" aria-expanded="false" class="col-12 d-block dropdown-content navigation-selection collapsed" > <p class="heading" > Analysis & Benchmarking </p> <p class="description" > Measure the metrics that matter and compare your performance against your competitors </p> <div class="navigation-arrow" > <svg xmlns="http://www.w3.org/2000/svg" width="26" height="26" viewBox="0 0 26 26" fill="none" > <circle cx="13" cy="13" r="13" fill="black" class="navigation-arrow-svg" ></circle> <path d="M12.6337 16.8918L12.5612 16.9631L12.6337 17.0344L13.3252 17.7146L13.3953 17.7835L13.4654 17.7146L17.7133 13.536L17.7857 13.4647L17.7133 13.3934L13.4654 9.21484L13.3953 9.14586L13.3252 9.21484L12.6337 9.89506L12.5612 9.96635L12.6337 10.0376L15.5222 12.8787H8.35742H8.25742V12.9787V13.9507V14.0507H8.35742H15.5222L12.6337 16.8918Z" fill="white" stroke="white" stroke-width="0.2" ></path> </svg> </div> </span> <div id="navigation-analysis-benchmarking" class="collapse" data-parent="#navigation-accordion" > <div class="navigation-results-container w-100" id="navigation-ai-listening" > <a class="col-lg-12 col-12 d-block dropdown-content" href="https://www.socialinsider.io/social-media-competitor-analysis" > <p class="heading" > Competitive Analysis & Benchmarking </p> <p class="description" > Gain competitive advantage and compare your performance on social media to your competitors </p> </a> <a href="https://www.socialinsider.io/social-media-analytics" class="col-lg-12 col-12 d-block dropdown-content" > <p class="heading" > Social Media Analytics & Reporting </p> <p class="description" > Measure the social media metrics that matter and optimize your strategy with data </p> </a> <a class="col-lg-12 col-12 d-block dropdown-content" href="https://www.socialinsider.io/social-media-content-analysis" > <p class="heading"> Social Media Content Analysis </p> <p class="description"> Identify your best-performing content pillars and replicate them </p> </a> </div> </div> </div> </div> <a class="col-lg-12 col-12 d-block dropdown-content dropdown-content-last" href="https://www.socialinsider.io/instagram-listening" > <p class="heading" >AI Instagram Listening</p> <p class="description" > Use AI Instagram listening insights to power any decision </p> </a> <a class="col-lg-12 col-12 d-block dropdown-content dropdown-content-last" href="https://www.socialinsider.io/social-media-api" > <p class="heading"> Social Media Data Integration </p> <p class="description" > Expand your business line with the help of social media API integration </p> </a> <div class="row networks-mobile" > <span class="section-title w-100" > Networks </span> <a href="https://www.socialinsider.io/tiktok-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="13" height="15" viewBox="0 0 13 15" fill="none" > <path d="M11.1117 3.20797C11.0129 3.15564 10.9167 3.09828 10.8234 3.0361C10.5523 2.8525 10.3037 2.63617 10.083 2.39176C9.53083 1.7446 9.3246 1.08807 9.24864 0.628406H9.25169C9.18824 0.246863 9.21447 0 9.21844 0H6.70341V9.96138C6.70341 10.0951 6.70341 10.2273 6.69792 10.3579C6.69792 10.3742 6.6964 10.3892 6.69548 10.4067C6.69548 10.4139 6.69548 10.4214 6.69396 10.4289C6.69396 10.4307 6.69396 10.4326 6.69396 10.4345C6.66745 10.7919 6.55559 11.1372 6.36823 11.4399C6.18087 11.7426 5.92375 11.9936 5.61949 12.1706C5.30238 12.3554 4.94372 12.4524 4.57888 12.4519C3.40709 12.4519 2.4574 11.4732 2.4574 10.2645C2.4574 9.0558 3.40709 8.0771 4.57888 8.0771C4.8007 8.07689 5.02114 8.11264 5.23204 8.18303L5.23509 5.56003C4.59486 5.47532 3.94443 5.52744 3.32484 5.7131C2.70525 5.89876 2.12995 6.21393 1.63523 6.63873C1.20174 7.02452 0.837302 7.48484 0.558318 7.99898C0.452153 8.18647 0.0515915 8.93987 0.00308486 10.1626C-0.0274225 10.8566 0.176061 11.5757 0.273075 11.8728V11.8791C0.334089 12.0541 0.570521 12.6512 0.955829 13.1547C1.26653 13.5585 1.63361 13.9132 2.04525 14.2074V14.2012L2.05135 14.2074C3.2689 15.0549 4.61885 14.9993 4.61885 14.9993C4.85253 14.9896 5.63535 14.9993 6.52433 14.5677C7.51033 14.0893 8.07167 13.3765 8.07167 13.3765C8.43028 12.9506 8.71543 12.4653 8.91489 11.9413C9.14247 11.3285 9.21844 10.5935 9.21844 10.2998V5.01506C9.24895 5.03381 9.6553 5.30911 9.6553 5.30911C9.6553 5.30911 10.2407 5.69347 11.1541 5.94377C11.8094 6.12188 12.6923 6.15938 12.6923 6.15938V3.60201C12.383 3.63638 11.7548 3.53639 11.1117 3.20797Z" fill="black" ></path> </svg> </div> <span class="name" > TikTok </span> </a> <a href="https://www.socialinsider.io/facebook-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="9" height="16" viewBox="0 0 9 16" fill="none" > <path d="M7.81998 0.00312724L5.87093 0C3.68123 0 2.26616 1.45182 2.26616 3.6989V5.40435H0.30647C0.13713 5.40435 0 5.54163 0 5.71097V8.18196C0 8.3513 0.137286 8.48843 0.30647 8.48843H2.26616V14.7235C2.26616 14.8929 2.40329 15.03 2.57263 15.03H5.12946C5.2988 15.03 5.43593 14.8927 5.43593 14.7235V8.48843H7.72726C7.8966 8.48843 8.03373 8.3513 8.03373 8.18196L8.03467 5.71097C8.03467 5.62966 8.0023 5.55179 7.94492 5.49425C7.88753 5.43671 7.80935 5.40435 7.72804 5.40435H5.43593V3.95862C5.43593 3.26375 5.60152 2.91099 6.5067 2.91099L7.81967 2.91053C7.98885 2.91053 8.12598 2.77324 8.12598 2.60406V0.309597C8.12598 0.14057 7.98901 0.00343997 7.81998 0.00312724Z" fill="black" ></path> </svg> </div> <span class="name" > Facebook </span> </a> <a href="https://www.socialinsider.io/instagram-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="17" height="17" viewBox="0 0 17 17" fill="none" > <path d="M16.1496 5.35737C16.1526 2.8716 14.1309 0.85 11.6454 0.85H5.35718C2.87159 0.85 0.85 2.87159 0.85 5.35718V11.6424C0.85 14.1309 2.87152 16.1525 5.35718 16.1525H11.6424C14.128 16.1525 16.1496 14.131 16.1496 11.6454V5.35737ZM16.1496 5.35737L15.9996 5.35718H16.1496V5.35737ZM14.6775 11.6454V11.7797C14.607 13.3926 13.2729 14.6805 11.6454 14.6805H5.35718C3.68484 14.6805 2.32207 13.3177 2.32207 11.6454V5.35718C2.32207 3.68485 3.68484 2.32207 5.35718 2.32207H11.6424C13.3176 2.32207 14.6775 3.68476 14.6775 5.35718V11.6454ZM8.50127 4.30762C6.18856 4.30762 4.30762 6.18856 4.30762 8.50127C4.30762 10.814 6.18856 12.6949 8.50127 12.6949C10.814 12.6949 12.6949 10.814 12.6949 8.50127C12.6949 6.18856 10.814 4.30762 8.50127 4.30762ZM8.50127 11.2229C7.00181 11.2229 5.77969 10.0007 5.77969 8.50127C5.77969 7.00182 7.00181 5.77969 8.50127 5.77969C10.0007 5.77969 11.2228 7.00182 11.2228 8.50127C11.2228 10.0007 10.0007 11.2229 8.50127 11.2229ZM12.6035 5.13505C13.01 5.13505 13.3396 4.80552 13.3396 4.39901C13.3396 3.99251 13.01 3.66298 12.6035 3.66298C12.197 3.66298 11.8675 3.99251 11.8675 4.39901C11.8675 4.80552 12.197 5.13505 12.6035 5.13505Z" fill="black" stroke="black" stroke-width="0.3" ></path> </svg> </div> <span class="name" > Instagram </span> </a> <a href="https://www.socialinsider.io/twitter-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="16" height="15" viewBox="0 0 16 15" fill="none" > <path d="M1.03381 0.8H0.634876L0.873552 1.11966L6.12782 8.15667L0.853118 13.8643L0.542841 14.2H1H2.21253H2.30002L2.35941 14.1357L6.91298 9.20836L10.5801 14.1197L10.6401 14.2H10.7404H14.8667H15.2656L15.0269 13.8803L9.47143 6.44002L14.3733 1.13574L14.6835 0.8H14.2264H13.0139H12.9264L12.867 0.864262L8.68626 5.38832L5.32034 0.880343L5.26035 0.8H5.16008H1.03381ZM11.2879 12.9052L3.21586 2.09462H4.61227L12.6843 12.9052H11.2879Z" fill="black" stroke="black" stroke-width="0.4" ></path> </svg> </div> <span class="name" > Twitter </span> </a> <a href="https://www.socialinsider.io/linkedin-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="14" height="14" viewBox="0 0 14 14" fill="none" > <path d="M1.61695 0C0.723398 0 0.000144564 0.724555 0 1.61608C0 2.50848 0.723254 3.23289 1.61709 3.23289C2.50847 3.23289 3.23274 2.50848 3.23274 1.61608C3.23274 0.72441 2.50833 0 1.61695 0Z" fill="black" ></path> <path d="M3.01054 4.45922H0.222339V13.43H3.01054V4.45922Z" fill="black" ></path> <path d="M10.1086 4.23616C8.75234 4.23616 7.84288 4.9798 7.47063 5.68498H7.43333V4.45922H4.75919L4.75905 13.4299H7.54479V8.99203C7.54479 7.82207 7.76757 6.68883 9.21812 6.68883C10.6479 6.68883 10.6669 8.02692 10.6669 9.06706V13.4297H13.4531V8.50933C13.4531 6.0941 12.932 4.23616 10.1086 4.23616Z" fill="black" ></path> </svg> </div> <span class="name" > Linkedin </span> </a> <a href="https://www.socialinsider.io/youtube-analytics" class="col-6 network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="19" height="13" viewBox="0 0 19 13" fill="none" > <path d="M18.1889 2.03412C17.9747 1.23882 17.3475 0.611765 16.5521 0.397647C15.0988 0 9.28568 0 9.28568 0C9.28568 0 3.47257 0 2.01929 0.382353C1.23911 0.596471 0.596608 1.23882 0.382441 2.03412C0 3.48706 0 6.5 0 6.5C0 6.5 0 9.52824 0.382441 10.9659C0.596608 11.7612 1.22381 12.3882 2.01929 12.6024C3.48786 13 9.28568 13 9.28568 13C9.28568 13 15.0988 13 16.5521 12.6176C17.3475 12.4035 17.9747 11.7765 18.1889 10.9812C18.5713 9.52824 18.5714 6.51529 18.5714 6.51529C18.5714 6.51529 18.5866 3.48706 18.1889 2.03412Z" fill="black" ></path> <path d="M7.42857 3.71429V9.28571L11.1429 6.5L7.42857 3.71429Z" fill="white" ></path> </svg> </div> <span class="name" > Youtube </span> </a> </div> </div> <div class="col-md-6 col-12 navigation-results" id="navigation-results-container" > <div class="networks selected" id="networks" > <span class="section-title" > Networks </span> <a href="https://www.socialinsider.io/tiktok-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="13" height="15" viewBox="0 0 13 15" fill="none" > <path d="M11.1117 3.20797C11.0129 3.15564 10.9167 3.09828 10.8234 3.0361C10.5523 2.8525 10.3037 2.63617 10.083 2.39176C9.53083 1.7446 9.3246 1.08807 9.24864 0.628406H9.25169C9.18824 0.246863 9.21447 0 9.21844 0H6.70341V9.96138C6.70341 10.0951 6.70341 10.2273 6.69792 10.3579C6.69792 10.3742 6.6964 10.3892 6.69548 10.4067C6.69548 10.4139 6.69548 10.4214 6.69396 10.4289C6.69396 10.4307 6.69396 10.4326 6.69396 10.4345C6.66745 10.7919 6.55559 11.1372 6.36823 11.4399C6.18087 11.7426 5.92375 11.9936 5.61949 12.1706C5.30238 12.3554 4.94372 12.4524 4.57888 12.4519C3.40709 12.4519 2.4574 11.4732 2.4574 10.2645C2.4574 9.0558 3.40709 8.0771 4.57888 8.0771C4.8007 8.07689 5.02114 8.11264 5.23204 8.18303L5.23509 5.56003C4.59486 5.47532 3.94443 5.52744 3.32484 5.7131C2.70525 5.89876 2.12995 6.21393 1.63523 6.63873C1.20174 7.02452 0.837302 7.48484 0.558318 7.99898C0.452153 8.18647 0.0515915 8.93987 0.00308486 10.1626C-0.0274225 10.8566 0.176061 11.5757 0.273075 11.8728V11.8791C0.334089 12.0541 0.570521 12.6512 0.955829 13.1547C1.26653 13.5585 1.63361 13.9132 2.04525 14.2074V14.2012L2.05135 14.2074C3.2689 15.0549 4.61885 14.9993 4.61885 14.9993C4.85253 14.9896 5.63535 14.9993 6.52433 14.5677C7.51033 14.0893 8.07167 13.3765 8.07167 13.3765C8.43028 12.9506 8.71543 12.4653 8.91489 11.9413C9.14247 11.3285 9.21844 10.5935 9.21844 10.2998V5.01506C9.24895 5.03381 9.6553 5.30911 9.6553 5.30911C9.6553 5.30911 10.2407 5.69347 11.1541 5.94377C11.8094 6.12188 12.6923 6.15938 12.6923 6.15938V3.60201C12.383 3.63638 11.7548 3.53639 11.1117 3.20797Z" fill="black" ></path> </svg> </div> <span class="name" > TikTok </span> </a> <a href="https://www.socialinsider.io/instagram-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="17" height="17" viewBox="0 0 17 17" fill="none" > <path d="M16.1496 5.35737C16.1526 2.8716 14.1309 0.85 11.6454 0.85H5.35718C2.87159 0.85 0.85 2.87159 0.85 5.35718V11.6424C0.85 14.1309 2.87152 16.1525 5.35718 16.1525H11.6424C14.128 16.1525 16.1496 14.131 16.1496 11.6454V5.35737ZM16.1496 5.35737L15.9996 5.35718H16.1496V5.35737ZM14.6775 11.6454V11.7797C14.607 13.3926 13.2729 14.6805 11.6454 14.6805H5.35718C3.68484 14.6805 2.32207 13.3177 2.32207 11.6454V5.35718C2.32207 3.68485 3.68484 2.32207 5.35718 2.32207H11.6424C13.3176 2.32207 14.6775 3.68476 14.6775 5.35718V11.6454ZM8.50127 4.30762C6.18856 4.30762 4.30762 6.18856 4.30762 8.50127C4.30762 10.814 6.18856 12.6949 8.50127 12.6949C10.814 12.6949 12.6949 10.814 12.6949 8.50127C12.6949 6.18856 10.814 4.30762 8.50127 4.30762ZM8.50127 11.2229C7.00181 11.2229 5.77969 10.0007 5.77969 8.50127C5.77969 7.00182 7.00181 5.77969 8.50127 5.77969C10.0007 5.77969 11.2228 7.00182 11.2228 8.50127C11.2228 10.0007 10.0007 11.2229 8.50127 11.2229ZM12.6035 5.13505C13.01 5.13505 13.3396 4.80552 13.3396 4.39901C13.3396 3.99251 13.01 3.66298 12.6035 3.66298C12.197 3.66298 11.8675 3.99251 11.8675 4.39901C11.8675 4.80552 12.197 5.13505 12.6035 5.13505Z" fill="black" stroke="black" stroke-width="0.3" ></path> </svg> </div> <span class="name" > Instagram </span> </a> <a href="https://www.socialinsider.io/linkedin-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="14" height="14" viewBox="0 0 14 14" fill="none" > <path d="M1.61695 0C0.723398 0 0.000144564 0.724555 0 1.61608C0 2.50848 0.723254 3.23289 1.61709 3.23289C2.50847 3.23289 3.23274 2.50848 3.23274 1.61608C3.23274 0.72441 2.50833 0 1.61695 0Z" fill="black" ></path> <path d="M3.01054 4.45922H0.222339V13.43H3.01054V4.45922Z" fill="black" ></path> <path d="M10.1086 4.23616C8.75234 4.23616 7.84288 4.9798 7.47063 5.68498H7.43333V4.45922H4.75919L4.75905 13.4299H7.54479V8.99203C7.54479 7.82207 7.76757 6.68883 9.21812 6.68883C10.6479 6.68883 10.6669 8.02692 10.6669 9.06706V13.4297H13.4531V8.50933C13.4531 6.0941 12.932 4.23616 10.1086 4.23616Z" fill="black" ></path> </svg> </div> <span class="name" > Linkedin </span> </a> <a href="https://www.socialinsider.io/facebook-analytics" class="network d-flex align-items-center justify-content-start" > <div class="icon" > <svg xmlns="http://www.w3.org/2000/svg" width="9" height="16" viewBox="0 0 9 16" fill="none" > <path d="M7.81998 0.00312724L5.87093 0C3.68123 0 2.26616 1.45182 2.26616 3.6989V5.40435H0.30647C0.13713 5.40435 0 5.54163 0 5.71097V8.18196C0 8.3513 0.137286 8.48843 0.30647 8.48843H2.26616V14.7235C2.26616 14.8929 2.40329 15.03 2.57263 15.03H5.12946C5.2988 15.03 5.43593 14.8927 5.43593 14.7235V8.48843H7.72726C7.8966 8.48843 8.03373 8.3513 8.03373 8.18196L8.03467 5.71097C8.03467 5.62966 8.0023 5.55179 7.94492 5.49425C7.88753 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class="container-fluid wrapper"> <div class="row"> <div class="col-xs-12"> <div id ="hero" class="post-hero "> <figure class="post-hero__image"> <img class="lazyload" data-srcset="/blog/content/images/size/w300/2022/10/instagram-stories-study.png 300w, /blog/content/images/size/w600/2022/10/instagram-stories-study.png 600w, /blog/content/images/size/w1000/2022/10/instagram-stories-study.png 1000w, /blog/content/images/size/w2000/2022/10/instagram-stories-study.png 2000w" data-sizes="(max-width: 800px) 50vw, (max-width: 1170px) 60vw, 1400px" data-src="/blog/content/images/size/w2000/2022/10/instagram-stories-study.png" src="/blog/assets/images/img-placeholder-md.jpg?v=1fb7cfaa77" alt="[STUDY] Instagram Stories: What Changed in the Story’s Performance in 2021? An Analysis of 962,402 Stories on Instagram" fetchpriority="high" /> </figure> <div class="post-hero__content"> <div class="post-hero__header"> <a class="tag-instagram-analytics post-hero__tag" href="/blog/tag/instagram-analytics/" title="Instagram Analytics" aria-label="Instagram Analyticss">Instagram Analytics</a> <a class="tag-studies post-hero__tag" href="/blog/tag/studies/" title="Original Research & Studies" aria-label="Original Research & Studiess">Original Research & Studies</a> <a class="tag-benchmarking post-hero__tag" href="/blog/tag/benchmarking/" title="Benchmarking" aria-label="Benchmarkings">Benchmarking</a> </div> <h1 class="post-hero__title">[STUDY] Instagram Stories: What Changed in the Story’s Performance in 2021? An Analysis of 962,402 Stories on Instagram</h1> <p class="post-hero__excerpt">Instagram stories data - what changed in the story's performance over the last year? Discover these Instagram story insights and improve your Instagram story rates!</p> <div class="post-hero__details"> <div class="post-hero__authors is-flex "> <div class="post-hero__author"> <a href="/blog/author/elena/" class="post-hero__author-image" aria-label="Elena Cucu"> <img class="lazyload" data-src="/blog/content/images/2022/10/elena-cucu-.png" alt="Elena Cucu" src="/blog/assets/images/img-placeholder-square.jpg?v=1fb7cfaa77" fetchpriority="high" /> </a> </div> </div> <div class="post-hero__info"> <div class="post-hero__author-names"> <a href="/blog/author/elena/">Elena Cucu</a> </div> <time datetime="2021-11-23" class="post-hero__date"> Nov 23, 2021 </time> </div> </div> </div> </div> </div> <div class="d-none d-sm-block col-lg-2 toc-wrapper"> <div class="post-toc post-left-card"> <div class="post-toc__head js-toc-toggle"> <span class="title-span">Table of Contents</span> <div class="post-toc__icon js-toc-icon"><i class="icon "> <svg class="icon__svg"> <use xlink:href="/blog/assets/icons/feather-sprite.svg?v=1fb7cfaa77#chevron-right"></use> </svg> </i></div> </div> <div class="post-toc__content js-toc" style="overflow-y: auto;max-height: 550px"> </div> </div> </div> <div class="col-xs-12 col-lg-7"> <article class="post tag-instagram-analytics tag-hash-featured tag-studies tag-benchmarking tag-reporting post-access-public has-sidebar has-toc"> <div class="post__content js-toc-content no-overflow"> <p>Like it's the case with <a href="https://www.socialinsider.io/blog/instagram-reels/">Instagram Reels</a> these days, Instagram stories were also a top feature that won over the Instagram users in the blink of an eye since their first integration into the platform.</p><p>For the time being, Instagram stories are the most converting ad type on Instagram, as our study related to Instagram vs. Facebook ads' performance.</p><p>So, there's no wonder more and more brands have shifted their strategy and started getting more proactive and creative with their Instagram story creation process.</p><p>As for organic Instagram stories, this post type is great for increasing brand awareness and helping brands create stronger relationships with their customers.</p><p>But how many stories should brands post to achieve that?</p><p>What format should they have - image or video?</p><p>Answers for these questions and many others are to be found in the analysis of 962,402 Instagram stories and their performance through January 2020 - October 2021.</p><p>Let's dive in!</p><highlight><h2 id="instagramstoriesdatafor2021">Instagram stories data for 2021</h2> <br/> <p><a href="#summary"><strong>A. Summary</strong></a></p> <p><a href="#keyinsights"><strong>B. Key Insights</strong></a></p> <p><a href="#igstoryusage">1. Major brands have doubled their Instagram story's usage in the last year</a></p> <p><a href="#retentionrate">2. Posting up to 5 stories per day ensures a retention rate of over 70%</a></p> <p><a href="#tapforward">3. Instagram users are more likely to tap forward sooner for image stories</a></p> <p><a href="#exitsrate">4. Instagram users exit faster from video stories, and most of the exits happen within the first two stories</a></p> <p><a href="#storiesreach">5. Image stories slightly outperform video stories in terms of reach</a></p> <p><a href="#reachstoriesvsposts">6. Instagram stories have lower reach rates compared to posts in the feed</a></p> <p><a href="#metodology"><strong>C. Methodology</strong></a></p> </highlight><h2 id="summary">Summary</h2> <ul><li><strong>How many stories to post per day</strong> - we examine at average exit rates, tap forward rates, reach, and impressions to see how they fluctuate depending on the number of stories published per day.</li><li><strong>What creative types to use</strong> - we find out whether to use videos or images in stories to achieve the desired performance.</li><li><strong>How do Instagram stories perform compared to posts in feed: </strong>we look at the average reach rate of Instagram posts compared to stories to see which type of content better helps brands connect with their Instagram audiences.</li></ul><highlight><p>Learn more about what changed in Instagram's Stories' performance right here 👈</p><figure class="kg-card kg-image-card"><img src="https://www.socialinsider.io/blog/content/images/2024/01/instagram-stories.webp" class="kg-image" alt="instagram stories" loading="lazy" width="1908" height="1060" srcset="https://www.socialinsider.io/blog/content/images/size/w600/2024/01/instagram-stories.webp 600w, https://www.socialinsider.io/blog/content/images/size/w1000/2024/01/instagram-stories.webp 1000w, https://www.socialinsider.io/blog/content/images/size/w1600/2024/01/instagram-stories.webp 1600w, https://www.socialinsider.io/blog/content/images/2024/01/instagram-stories.webp 1908w" sizes="(min-width: 720px) 720px"></figure></highlight><h2 id="keyinsights">Key insights</h2> <a name="keyinsights"></a> <ul><li>As the following of a brand increases, so is the number of Instagram stories per month a business publishes.</li></ul><p></p><ul><li>While smaller brands (under 10K followers) have increased the average number of stories posted per month only by one, bigger accounts (with over 100K followers) have doubled the average number of stories posted per month on Instagram.</li></ul><p></p><ul><li>The tap-forward rate has greater values for Instagram stories made of images.</li></ul><p></p><ul><li>In the case of smaller Instagram accounts (up to 5K followers), the Instagram story's viewers will watch up to 11 stories before exiting. In contrast, brands with more than 100K followers will have an average of only seven stories watched before exiting.</li></ul><p></p><ul><li>Regular posts in the feed bring double reach for brands compared to Instagram stories. So despite creating more regular content for stories, brands should not underestimate their feed's posts' contribution to their reach.</li></ul><div class="download-capture" text="downloadigstoriesstudy2021"></div><h2 id="1majorbrandshavedoubledtheirinstagramstorysusageinthelastyear">1. Major brands have doubled their Instagram story's usage in the last year</h2> <a name="igstoryusage"></a> <p>Given that Instagram is one of the social media platforms of the hour, with the highest engagement levels, according to our <a href="https://www.socialinsider.io/blog/social-media-benchmarks/">social media benchmarks study</a>, it is only normal for brands to orient their marketing efforts towards it. Covering all the essential aspects - both paid advertising and organic content usage.</p><p>Over the last year, brands have seemed to understand the importance of diversity in their Instagram content strategy, starting to use more stories, directing the median number of stories posted per month towards 15-16 Instagram stories.</p><p>Which is double compared to 2020.</p><p>Smaller brands have just a slight increase in the average number of stories posted per month, adding just one more compared to 2020.</p><highlight><p>But for a more in-depth understanding of how various brands use Instagram stories in 2021, let's have a quick overview:<br></p><ul><li>brands under 5K followers post on average 5-6 Instagram stories per month (just with one more compared to last year)</li><li>brands between 5-10K followers post on average 7-8 Instagram stories per month (just with one more compared to last year)</li><li>brands between 10-50K followers have an average posting of 15-16 Instagram stories per month</li><li>brands between 50-100K followers have an average posting of 28-29 Instagram stories per month</li><li>brands between 50-100K post on average 49-50 Instagram stories per month</li></ul></highlight><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Number-of-stories.png" alt="This chart shows the average number of stories posted per month by brands with different profile sizes in 2021." loading="lazy"></p> <p>Especially noticeable is the increase in the number of Instagram stories published per month that applies to the larger businesses, who have nonetheless doubled their Instagram story posting throughout 2021.</p><p>But it's somehow understandable. </p><p>The bigger the brand, the bigger the budget invested into marketing initiatives - from hiring creative social media specialists to the production costs involved in the case of highly professional videos created for stories.</p><p>However, even if smaller accounts have lower increases in the average number of Instagram stories published, the tendency of posting more stories on Instagram is still obvious.</p><p>That is great! </p><p>Because this can only mean that smaller businesses understand how important Instagram stories are in creating engaging communities.</p><p>They may use less polished content that can have a more humanized and authentic vibe.</p><h2 id="2postinguptofivestoriesperdayensuresaretentionrateofover70">2. Posting up to five stories per day ensures a retention rate of over 70%</h2> <a name="retentionrate"></a> <p>One of the reasons for which Instagram stories are such a success among Instagram users worldwide is their - as the name suggests - strong storytelling characteristic.</p><p>Through Instagram, it's easier for customers to get to know the brands better since they often present behind-the-scenes moments, Q&A sessions, and so on.</p><p>Besides, thanks to the many creative features the platform have enabled for an Instagram story, the interaction between brand and customers has become much more fun and interesting.</p><p>But still, as much as Instagram users love stories, posting too many of them can be seen as spammy, driving away your audiences.</p><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Retention-rate.png" alt="This chart shows the average retention rate for Instagram stories in 2021 compared to 2020." loading="lazy"></p> <p>That's why, if you want to keep your community hooked into viewing your Instagram stories, you have to keep in mind that <strong>posting up to five stories per day ensures a retention rate of over 70%.</strong></p><highlight><p>Story retention rate refers to a percentage of the impressions of the last story divided by the impressions of the first story within the given 24-hour time period.</p></highlight> </br><p>With every Instagram story added to the last one posted, your retention rate is expected to decrease.</p><p>So while you use this type of post to tell your brand's story, you must also be careful not to let your customers get bored. Offer them just enough to make them want more!</p><h2 id="3instagramusersaremorelikelytotapforwardsoonerforimagestories">3. Instagram users are more likely to tap forward sooner for image stories</h2> <a name="tapforward"></a> <p>Speaking of diversity earlier, it seems brands use it in similar proportions when it comes to Instagram stories, mixing image stories with video stories.</p><highlight><p>The tap-forward rate represents the percentage of people who have tapped forward to see the next piece of content posted in your Instagram story sequence.</p></highlight><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/ig-stories-usage.png" alt="This is a chart showing which type of Instagram stories users may tap-forward sooner." loading="lazy"></p> <p>When it comes to the user's habit of viewing Instagram stories, most brands struggle with finding interesting content enough for their audiences not to tap forward or exit after viewing just the first story.</p><p>Interesting to mention, the tap forward rate for Instagram stories was 68% in 2020.</p><p>Given the fact that 2021 was a year with massive consumption of <a href="https://www.socialinsider.io/blog/video-marketing-strategy/">video content</a>, its great impact on the <a href="https://www.socialinsider.io/blog/engagement-rate/">engagement</a>, not to mention that it counts for half of the content posted in Instagram stories, it's more than interesting to analyze how successful video stories are in keeping the viewers hooked.</p><p>According to our Instagram stories data, <strong>video Instagram stories have a tap-forward rate of 0,80% lower than image stories</strong>, which means they are more successful in getting the viewer's attention and keeping the interest more alive.</p><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Tap-forward-by-type-of-content.png" alt="This chart is showing what's the average tap-forward rate for both image and video Instagram stories." loading="lazy"></p> <h2 id="4instagramusersexitfasterfromvideostoriesandmostoftheexitshappenwithinthefirstthreestories">4. Instagram users exit faster from video stories, and most of the exits happen within the first three stories</h2> <a name="exitsrate"></a> <p>People who are not interested in a brand's content will show it immediately, which is not necessarily a negative.</p><p>The highest exit rates happen within the first three stories, after which considerably fewer viewers drop off.</p><highlight> <p>Instagram calculates the exit rate as a percentage of the impressions that leave the story by closing stories on Instagram.</p></highlight> <p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Exits-rate-by-story-number.png" alt="This chart shows the average exits rate for Instagram stories in 2021 compared to 2020's values." loading="lazy"></p> <p><strong>In 2021, 16.94% of your audience drop-off during the first story, 12.35% exist during the second one, and 10.49% of your audience exist during the third.</strong></p><p><strong>After that, the exit rate declines from 9.10% all the way to 5.02%.</strong></p><p>This means that once a viewer reaches a brand's fourth story, they're less likely to drop off until they watch all of the daily stories.</p><p>You also have to take into account that not everyone who will end up in your story roll is necessarily interested in your company, products or is even part of your core target audience.</p><p>With that in mind, the numbers also prove that the core audience, which truly resonates with a company's offer, does watch all the daily stories.</p><p>Reach, and impression rates also confirm this, showing a continuous growth from story to story.</p><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Impression-rate.png" alt="This is a graphic that shows the average reach and impression rate for Instagram stories in 2021." loading="lazy"></p> <p><strong>Both reach and impression rates increase to over 50% once viewers reach the 8th story per day mark up, growing several percentages with each story.</strong></p><highlight><p>The impression rate is calculated as a percentage of the number of times a story was shown to users, divided by the number of total followers.</p></highlight><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Exits-rate-by-type-of-content.png" alt="This graphic shows the average exit rate for Instagram stories depending on the type of content posted - image or video." loading="lazy"></p> <p>When it comes to the Instagram story format, users tend to exit faster from video.</p><p>Especially middle-sized accounts (between 10-50K followers) seem to have a hard time keeping their audiences from exiting, primarily in the case of video Instagram stories.</p><p>This is rather odd, compared to small accounts, for example, where the lack of budget put into production may lead to less professional videos, hence a higher exits rate, which is understandable.</p><p>On the other side, the biggest accounts (with over 100K followers) are more successful in preventing their audiences from exiting their Instagram stories, which may result from having a more unified strategy for creating content and a bigger budget for experienced social media managers.</p><h2 id="5imagestoriesslightlyoutperformvideostoriesintermsofreach">5. Image stories slightly outperform video stories in terms of reach</h2> <a name="storiesreach"></a> <p>There are those Instagram users who appreciate a clear and easy-to-understand image story, and there are, of course, those users who like to be surprised by immersive and creative video stories.</p><p>Although there's no doubt that video is a powerful type of content in today's social media, in 2021, image stories seem to outperform video stories in terms of gaining a greater reach.</p><highlight> <p>We define reach rate as the percentage of Instagram followers that saw a brand’s story.</p></highlight><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/reach-rate-by-content.png" alt="This is a chart showing the what’s the average reach rate for different Instagram stories in terms of content posted." loading="lazy"></p> <p>Of course, smaller profiles reach a bigger part of their followers with the Instagram stories posted, having the highest reach rates - 10.40% with image stories and 9.37% with video stories.</p><p>At the other end of the line, the situation looks different for the biggest accounts (with a following of over 100K followers) succeed in reaching a smaller part of its fanbase through Instagram stories - having an average reach rate of 5.03% for video stories and 4.95% for image stories.</p><h2 id="6instagramstorieshavelowerreachratescomparedtopostsinthefeed">6. Instagram stories have lower reach rates compared to posts in the feed</h2> <a name="reachstoriesvsposts"></a> <p>Over the years, we've seen how users' behavior has changed on social media, especially on Instagram, with the platform's uprising popularity. As a result, the brand's <a href="https://www.socialinsider.io/blog/instagram-content/">content strategy for Instagram</a> has shifted.</p><p>These days, Instagram stories are indeed a popular type of content. Many brands are trying to create regular content for their Instagram stories, which may lead to some changes for the in-feed posting strategy.</p><p>We've already talked about how in 2021, brands have doubled the median number of stories they post on Instagram.</p><p>And as seen earlier, posting more stories increases a brand's reach rate, but there's a fine line juggling with the content feed.</p><p>Although the need for more stories is justified by its ephemeral nature, given the fact they are available only for 24 hours, social media managers must not neglect a brand's Instagram feed.</p><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Reach-story-VS-post-in-2021.png" alt="This is a graphic showing what's the average reach rate for Instagram stories versus posts in the Instagram feed for 2021." loading="lazy"></p> <p>By comparing the average reach rate of Instagram stories with posts in feed, we found out that most of the time, Instagram stories reach only half the people regular posts do within a brand's fanbase in 2021.</p><p>What's most curious is that especially middle-sized accounts (those between 10-100K followers) struggle to have a good reach with Instagram stories despite posting around 22 stories per month on average.</p><p>In their case, the performance difference between feed posts and Instagram stories is more noticeable, which means the best strategy is to still focus primarily on the posts in the feed, for being the ones that can guarantee them higher reach rates.</p><p><img src="https://www.socialinsider.io/blog/content/images/2021/11/Reach-story-VS-post-in-2020.png" alt="This chart shows the reach differences between Instagram stories vs posts in 2020." loading="lazy"></p> <p>Compared to 2020, when smaller accounts could reach more people through stories, and the reach differences between these types of content were not so major, <strong>2021's trends have shed some light on the feed's importance for reaching more people.</strong></p><p>So, as for the applicable insight that can be drawn from here: brands, regardless of the many benefits of using stories, do not neglect your feed and try to create quality content for it.</p><h2 id="methodology">Methodology</h2> <p>To identify the best strategy for using Instagram stories, we analyzed 962,402 stories from a total of 6,014 business accounts posted between January 2020 and October 2021.</p><p>The profile segmentation is as follows:</p><ul><li>profiles with under 5,000 followers: 3465 accounts</li><li>profiles with between 5K and 10K followers: 765 accounts</li><li>profiles with between 10K and 50K followers: 1,112 accounts</li><li>profiles with between 50K and 100K followers: 271 accounts</li><li>profiles with over 100,000 followers: 401 accounts</li></ul><p>The comparison between the Instagram story's average reach rate and one of the posts in the feed was based on the Instagram story data already mentioned and the analysis of 148,328,654 Instagram in-feed posts published in the same timeframe.</p><p>The reach values presented for Instagram feed posts are both organic and boosted posts.</p><p>We chose to follow the Instagram API guidelines in regards to all data.</p><p>We used Socialinsider data to find out the average rates that show retention, reach, and impressions obtained by stories. The app's data also provided Instagram stories insights on the post types, exit rates, and tap-forward rates.</p><highlight> <div class="signup-cards signup-analytics col-12 d-flex align-items-stretch justify-content-start"> <div class="content-signup-icon d-flex align-items-center justify-content-center col-xs-4"> <figure class="options"> <picture> <img srcset="/blog/assets/images/cta_img.svg?v=1fb7cfaa77 " src="/blog/assets/images/cta_img.svg?v=1fb7cfaa77" class="img-fluid ls-is-cached lazyloaded" alt="Analyse social media performance" style="margin: 0; box-shadow: none " /> </picture> </figure> </div> <div class="content-signup-text d-flex flex-column justify-content-between col-xs-8 col-md-6"> <h3 class="head-content-signup-card">Analyze your social media performance and benchmark competitors!</h3> <button class="button-content-signup-card" onclick="parent.open('https://app.socialinsider.io/signup?utc_source=LinkedIn%20Benchmarks%20-%20Engagement%20and%20Content%20%7C%20Socialinsider&utc_campaign=content&utc_medium=blog'); _trackIntercom('start_14_free_trial','blog_inline')"> <span> Free 14-day trial</span> </button> </div> </div> </article> <div id="about-author" style="text-align: center; background-color: #fafafa;"> <div class="author-image" style="border: none;"> <img style="max-width: 120%; box-shadow: none;" src="/blog/content/images/size/w300/2022/10/elena-cucu-.png" loading="lazy" alt="Elena Cucu"> </div> <div class="author-info"> <h4 class="author-name align-center"><a href="/blog/author/elena/">Elena Cucu</a></a></h4> <p class="author-bio">Content & SEO Manager @ Socialinsider with 8 years of experience in marketing. 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