Streaming premium video over social media channels is an increasingly powerful way for businesses to engage and build audiences. Currently, there are more than 1 billion users on Instagram, and 50% of them view Instagram Stories on a daily basis.
Today, we are excited to announce the third edition of our Instagram Stories Benchmark Study. The report includes analysis of 300 top accounts and 13,000 stories to provide readers with fresh data, trends and insights across four categories: brands, media, entertainment and sports.
This report is designed to provide insights such as how performance has changed since 2018 and how your account activity compares to industry averages. It also delivers data-backed recommendations to help grow your IG Stories reach. Specific findings include:
1. Accounts are posting much more frequently. Compared to the same time frame analyzed in 2018, accounts are now posting one more story per week on average.
2. Completion rates are up 11% on average. This signals that IG Stories user engagement is at an all-time high. Sports content led other categories with an average 86% completion rate.
3. It’s critical to get the frame count, publishing time and account settings right. The report demonstrates that these variables combined can significantly boost IG Stories consumption and user engagement.
As the competition among businesses grows on Instagram, it’s important to have an in-depth understanding of what content works for your specific audience, and the overall Instagram audience as well. Our research suggests that organizations should treat IG Stories viewers differently from those who interact with the Instagram feed content.
To download the full report, click here.