Hook viewers with posts and deepen their engagement with Stories.ĭownload the full 2023 Instagram Stories Benchmark Report Get your PDF here Days with an Instagram StoryĪre more Stories better than fewer? The best answer to this age-old question starts with benchmarking how often the average brand publishes a Story in a month.Ī quick note on how to read these graphics: we’ve included median performance as well as metrics from the top and bottom 25% of brands so you can understand the full range for the Instagram Stories metrics that matter. Instagram posts continue to see a much higher reach rate than Stories. Higher tap-back rates helped boost retention, but flat reply rates and increased exit rates balanced those successes to keep this critical metric flat for brands across the board. Stories are competing with Instagram posts as well as YouTube and TikTok for eyeballs. Your Stories (and posts!) are reaching a smaller percentage of your followers compared to last year.

Flat isn’t bad, but it’s not growth either.

For the first time in our reporting history, brands posted about as many Stories as in 2021.

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