Instagram stories are a prime channel for most brands and businesses to raise brand awareness and drive quality traffic to their websites. For other creators, it is a source of increasing engagement and gaining a wider reach on Instagram.
Instagram stories disappear after 24 hours. However, they can have a long-lasting impact on your audience. Therefore, it is essential to analyze the metrics involved in creating an engaging story that will help you gain popularity on Instagram and people even choose to find some of the
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In this blog, you will discover five key metrics that are crucial for analyzing Instagram stories. These metrics will provide a detailed view of how you can improve your content and hook your audience until the end of your Instagram stories. Let's dive in!
1. Measure the Number of People who Watch your Instagram Stories
This metric determines the number of people who watch the entire Instagram story. It can be measured by dividing the reach of the last slide with the reach of the first slide. (Completion rate = reach of last slide/ reach of first slide).
A high completion rate shows that your Instagram stories' content is engaging. This metric also determines whether you are posting the right amount of slides or not to keep the audience engaged.
The best way to analyze the completion rate and performance of your Instagram stories is to upload all the story slides together in a series. This will form a continuity and grab the attention of the audience. Thus helping you gain wider reach on Instagram.
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When creating an Instagram story, try to complete the series within 3-5 slides. Shorter content is always entertaining and easy to consume, which increases the completion rate. It is an excellent way to gain popularity on Instagram.
2. Find out How Many People Drop off after the First Slide
The first slide of your Instagram story should grab the attention of the audience so that they continue to watch the entire story. Finding out the drop-off rate after the first slide will tell you whether your content is engaging.
Drop-off rate after the first Instagram story slide = (the reach of the first slide- the reach of the second slide)/ reach of the first slide
The best way to improve this metric is to create a benchmark for your Instagram stories. This benchmark will act as a standard unit. If your drop-off rate goes below the benchmark, it means that your content is not engaging. It will help you improve your content and audience retention.
3. Discover How Many People Drop off in the Middle
This metric is like the previous one. However, here, it shows the number of people that exited your Instagram story before reaching the end.
Drop-off rate = (reach of the first slide- the reach of the last slide)/ reach of the first slide.
For example, if your first slide had a reach of 1600 and the last slide of your Instagram story had a reach of 1400, then the drop-off rate would be around 12.5%. This way you will be able to gauge the engagement level on your Instagram stories.
To improve this metric, incorporate a blend of videos and images in your Instagram story. This will hold the attention of the audience. You can also use Instagram story stickers, polls, and quizzes to increase engagement.
Another powerful way to improve this metric is to use Instagram Insights to get information about the appropriate number of slides your audience prefers to consume.
4. Find out How Many People Exit Instagram Story Feed from your Story
Finally, measure the exit rate of your Instagram story. An ‘Exit’ occurs when the user swipes down on the story slide or closes the Instagram stories feed. Such actions are very deliberate, therefore, it is essential to understand the reason they exited your story.
By measuring the exit rate of each Instagram story, you can get an idea about the type of content your audience likes to watch. This will help you improve your Instagram stories' content to increase engagement and get a wider reach on Instagram.
Exit rate = the number of exits/number of impressions (Impressions determine the number of times your story was viewed by others). Analyze your exit rate to see at what point maximum users stopped watching your story. Compare the content of the slides to understand what your audience likes to watch.
5. Analyze How Many People Took Action on your Instagram Story
Another beneficial metric to analyze Instagram stories is to measure the engagement rate or the actions taken by the user after watching your Instagram story. These actions can be in the form of shares, replies, website clicks, sticker taps, profile visits, and clicks on swipe-up links.
A higher engagement rate is always better because it determines that your audience connects well with your brand. It can be measured by dividing the interactions with impressions. The best way to improve the engagement rate on Instagram stories is to use Instagram story stickers such as 'ask questions, conduct polls and encourage your followers to share their reviews or feedback with you.
Conclusion
The above five metrics will help you better understand how your audience responds to your Instagram stories. Pay attention to each metric and take your time to analyze the results. Start by calculating the completion rate of your
Instagram stories and then proceed towards measuring the metric for each slide.
It is recommended to do an Instagram stories audit once or twice every week. Make a note of all the observations, and insights. This will help you to quickly change your strategy and get a wider reach on Instagram.
Once you have collected enough data to validate an editorial decision, you can improve the minute aspects of your Instagram stories to make them more engaging. Thus helping you gain popularity on Instagram.
