Instagram Stories is surging, but most brands are using it wrong

Instagram Stories has grown dramatically in terms of users and time spent in the past year, measurement firm Conviva found.

That’s good for Facebook at a time when its eponymous app’s users are spending less time there.

It also provides a huge opportunity for advertisers to get their message in front of potential customers.

But most accounts aren’t taking full advantage of the format, based on factors like the ideal Stories length and post time, as identified by Conviva.