There’s no question that Instagram Stories is a powerful communication tool. For example, in January 2019, Instagram announced that the daily user count for Instagram Stories hit 500 million.
However, from a brand and advertiser perceptive, there’s often less clarity about how best to leverage the feature. Brands can often get frustrated trying to determine what metrics they should be focusing on and how best to optimize their Instagram Story content.
So, what should brands be focusing on? Here are some ListenFirst recommendations on which Instagram Stories metrics and insights are most important.
Impressions & Completion Rate
The main KPI for Instagram Stories is Impressions within the context of Completion Rate. By taking the number of Impressions of the last Story card/post for a campaign divided by the number of Impressions of the first story card of the same campaign, brands can have a clearer picture of how many times the story was being fully viewed (and not exited early).
Brands can also look at past campaigns to help determine the number of Story cards that best resonates with their audience based on Completion Rate. When measuring Instagram stories with several cards, say 10+ or so, we suggest looking at average impressions for the campaign because the Completion Rate tends to exponentially decrease after a certain number of cards.
The most interesting metric to measure Instagram Stories is Taps Back. Since people tend to have very short attention spans, they usually just clicking forward to the next cards to get through the story. However, when the user is actually tapping back to view a Story card again, that’s definitely content that caught their eye. In that sense, Taps Back is almost more like an engagement metric, and shows when a Story especially connects with social audiences.
For example, if some of your Stories’ cards only gets 1 or 2 Taps Back and the other cards get 20+ Taps Back, that’s a pretty clear indicator which cards resonated the most with audiences.
Day, Time, and Post Type
With ListenFirst, brands can analyze their Instagram Stories’ day of week and time of day, and how they performed, to see what are the most popular times to be publishing content. This is difficult to view directly on Instagram right now, as native analytics don’t show the exact date and time each Story was created. Brands can also use ListenFirst to filter by Story type to understand, for example, if social audiences prefer photo or video cards in Instagram Stories.
Instagram Stories is an excellent platform for brands to promote live events. However, to ensure that they are executing the most impactful, data-driven strategy, brands need to be able to measure and understand past performance, and answer questions like: What did we do last year? How many Stories did we publish? What was the performance on that?
While Instagram’s native analytics display the past 14 days performance for Instagram Stories, brands are able to view and easily export their year-over-year Instagram Stories performance and analyze trends from ListenFirst’s platform.
Seeing the Whole Picture
To report on Instagram Stories’ performance across multiple brands/Instagram accounts, historically brands have had to go into every single account on Instagram, get that information from that account’s Instagram Analytics, and manually aggregate all of the brands’ performance data.
With ListenFirst, brands are able to analyze multiple brands’ performance at once to understand which Stories are getting the most Impressions, DM Replies, or Tap Backs, etc. This gives brands actionable insights to decide which Instagram accounts should be promoting Stories more often than others, and tailor their strategies accordingly.
Whether it’s getting more granular information about specific Instagram Stories or understanding the bigger picture for long-term trends, ListenFirst gives brands the needed context and edge to optimize their strategies.
Want more information about how ListenFirst can help with your Instagram Story tracking? Request a demo today!