2024年Instagram Stories基准报告（英）

2024Instagram

StorieBenchmarkReportTHE

ULTIMATE

GUIDE

TO

INSTAGRAM

STORIES

METRICSQuestions

to

Answer

withThe

Instagram

Stories

Benchmark

ReportInstagramStoriescontinuetogrowinrelevancetoyoursocialmediamarketingefforts,butitcanbetoughtoknowhowyourbrandstacksupagainstcompetitors.•

WhatkindofStoriesengagementaremycompetitorsseeing?•

HowfrequentlyshouldIbepostingStories?•

WhatkindofStoriesengagement(taps,replies,andexits)shouldIexpect?•

HowmightmyStoriesengagementchangeifIpublishedmoreoftenorgrewmyfollowers?•

HowdomyStoriesstatsstackuptomyPoststats?DATASETINCLUDES1470HANDLESIN2023BETWEENTHEMONTHSOFJUN

JUL

AUGCOMPRISING309K

125K

539KPOSTSSTORIESFRAMESThe

Metrics:

DefinitionsEngagement:

MeasurableinteractiononInstagramStoriesandposts,includinglikes,comments,replies,andshares.Post

Reach

Rate:

Thereachofapostexpressedasapercentageofyourfollowers.Stories

Reach

Rate:

YourStoryViewersonanygivendaydividedbyyourfollowercount,expressedasapercentage.Reach:

ThetotalnumberofuniqueStory:

ThesetofframespostedtoyourExit

Rate:

ThepercentageofyourimpressionsthatexityourStoriesbyswipingright,swipingdown,orclosingStories.peoplethatsawaframeinyourStory

Storywithinasingle24-hourday.oryourpost.Story

Viewers:

ThenumberofpeopleReply

Rate:

Thepercentageofyour

whosawyourStoryonagivenday.StoryViewersthatrepliedtoyourTap-Back

Rate:

ThepercentageofyourFrame:

AsinglephotoorvideoStoryonanygivenday.impressionsthathaveatapbackwardtopostedtoyourInstagramStory.Replies

per

1K

Impressions:

Thenumberofrepliesper1,000storyimpressions.seethepreviousphotoorvideoagain.Impressions:

ThetotalnumberofTap-Forward

Rate:

ThepercentageviewsofaframeinyourStory.ofyourimpressionsthathaveatapPost

Engagement

per

Impression:Retention

Rate:

Thepercentageof

forwardtoseethenextphotoThenumbersoflikes,comments,and

yourStoryViewersonanygivenday

orvideo.savesperimpressiononapost.

thatseeallyourframes.Where

can

I

see

my

data

in

Instagram?Looking

in

the

Instagram

app?

Here’swheretofindyourstats.Using

Rival

IQ

to

supercharge

your

StoriesTrackandmeasureyourInstagramStoriesperformancerightinsideRivalIQusingourInstagramInsightsReports.GET

YOURFREETRIALKey

FindKey

Findings

and

TakeawaysStory

frequency

is

up

this

yearRetention

rates

are

flatBrandsdoubleddownonStoriescreationthisyearandactuallypublishedmoreStoriesthaneverbefore.Lowtap-backandreplyratesdetractedfromretentionratesthisyear,butincreasesinreachbalancedthosesuccessestokeepthiscriticalmetricflatforbrandsacrosstheboard.Reach

rates

are

on

the

riseYourStories(andposts!)arereachingalargerpercentageofyourfollowerscomparedtolastyear,whichisgreatnewsforhardworkingcontentcreatorseverywhere.Posts

reach

more

than

StoriesInstagrampostscontinuetoseeamuchhigherreachratethanStories.HookviewerswithpostsanddeepentheirengagementwithStories.Days

withWhat

is

Days

with

a

Story?ThenumberofdayspermonthahandlepublishedtotheirStory.S

M

T

W

T

F

SThere

are

two

main

ways

to

measure

Story

activity

levels:

1.

HowoftendobrandspublishtoStories?

2.

Howmanyframesaretypically

publishedinaday?

DayswithaStoryanswersthefirstofthesequestions.DAYS

WITH

A

STORYDays

with

a

StoryThenumberofdayspermonthbrandspublishedStories.19.820Story

frequency

increased

alittle

this

year,

with

theaverage

brand

posting

anInstagram

Story

13

times

permonth.2022202316.9Story

posting

per

monthhasn’t

changed

much

overthe

last

few

years,

so

it

wasnice

to

see

a

slight

increasethis

year.

Brands

are

stillposting

about

once

everyother

day

on

average.1510513.111.1Thetop25%mostactive•8.0brandspublishStoriesabout20timesamonth.6.6Theleastactive25%of•brandspublishjustover1Storyperweek.0Top25%MedianBottom25%Frames

pWhat

is

Frames

per

Day?ThenumberofindividualphotosorvideoframespostedtoStorieswithina24-hourperiod.1Inthisexample,Tiffany&Co.postedthree

frames

per

day.Frames

per

DayThenumberofindividualphotosorvideoframespostedtoStorieswithina24-hourperiod.40%Shorter

Stories

are

morecommon

than

long

ones.20222023You

don't

need

to

post

Storiesall

day,

every

day

toeffectively

engage

with

yourfollowers.30%20%10%0%About35%ofStoryactivity•comprisesdayswithonlyoneframe.Medianis2framesperstoryin2023.Finding

your

own

brand'saverage

number

of

framesper

day

and

factors

thatincrease

your

retention

ratecan

help

fine-tune

your

framefrequency

strategy.1-3framesaccountforabout•60%ofbrandactivity.About10%ofStorieshave7•ormoreframes,whichisdownfromlastyear.1

2

3

4

5

6

7

8

9

10

11

12+NUMBER

OF

FRAMES

PER

DAYRetentioWhat

is

Retention

Rate?ThepercentageofStoryViewersonanygivendaythatseeallpostedStoryframes.Thisiswhat68%

retention

lookslike.20EXITS43EXITSEXITS

68100807673VIEWERSVIEWERSVIEWERSVIEWERSVIEWERSRetention

RateThepercentageofStoryviewersonanygivendaythatseeallStoryframes.100%The

more

frames

you

publish,the

lower

your

retention

rate.20222023In

our

experience,

retention

isone

of

the

best

measures

ofInstagram

Story

success.Focus

on

a

first

frame

thathooks

viewers,

and

then

don’tbe

afraid

to

say

everythingyou

need

to

say:

retentiondrops

but

doesn’t

flatline

withmore

frames.90%80%70%60%50%Averageretentionratewas•prettyflatthisyear.Asalways,thebiggestdipis•from1to2framesadayasusersswipepasttheStory.Medianretentionforthe4thframeofthedayisabout81%ofviewers.Afterthatbiginitialdrop-off,the•retentiondeclineslowsdownandstaysabove75%through7framesperday.1

2

3

4

5

6

7

8

9

10

11

12+FRAME

NUMBER

WITHIN

STORYReachWhat

is

Story

Reach

Rate?StoryViewersonanygivendaydividedbyfollowercount,expressedasapercentage.Thisiswhata10%

reach

rate

lookslike.

÷3.3M

FOLLOWERS330K

VIEWERS

Story

Reach

RateStoryViewersonanygivendaydividedbyfollowercount,expressedasapercentage.Story

reach

rates

increased

or8%6%4%2%0%20222023stayed

flat

for

creators

in2023.6.5%Brands

are

working

harderthan

ever

to

create

dynamiccontent

that

grabs

attentionand

keeps

it,

so

a

slightuptick

in

reach

rate

feelsespecially

heartening.Smallerbrandswithunder10K•4.8%followerssawa35%increaseinStoryreachratethisyear.Mid-sizebrandsbetween2.5%2.6%•50K-200Kfollowersweretheonlygrouptostayflatthisyearat1.6%.1.6%

1.6%50K-200K1.2%0.9%<10K10K-50K>200KFOLLOWERSPost

ReacWhat

is

Post

Reach

Rate?Thereachofapostexpressedasapercentageoffollowers.Thisiswhata25%

post

reach

ratelookslike.

÷1000

FOLLOWERS250

VIEWERS

Post

Reach

RateThereachofapostexpressedasapercentageoffollowers.24%Post

reach

rates

were

a

littleup

or

flat

this

year,

just

likethey

were

for

Story

reachrates.20222023Post

reach

rate

has

been

onthe

decline

for

a

few

yearsrunning

now,

so

we

love

tosee

it

on

the

rise

(or

flat)

forall

the

brands

we

studied

thisyear.19%18%12%6%16%Smallhandleswithfewerthan•10Khandlessawa17%10%10%increaseinpostreachrate.8%7%6%Mid-sizedbrandswith•5%between50K-200Kfollowerssawtheonlypostreachratedeclineoftheyearof15%.0%<10K10K-50K50K-200K>200KFOLLOWERSPost

Reach

Rate

by

Media

TypeThereachofapostexpressedasapercentageoffollowers.24%Brands

saw

their

post

reachrates

increase

for

every

mediatype

in

2023.20222023Is

Instagram

back

on

top?

Wewon’t

know

for

sure

until

our2024

Social

Media

IndustryBenchmark

Report

comesout,

but

post

reach

rateincreases

across

all

mediatypes

should

give

creatorsconfidence

in

investing

in

the‘gram

in

2024.18%12%6%Imagessawthebiggestpostreachrateincreaseof27%overlastyear.•15%14%13%11%11%10%9%9%Reelssawthesmallestincreasesinreachthisyearbutstillshowedimprovement.•0%CarouselImageVideoReelsPOST

TYPEReach

Rate:

Stories

vs.

PostsThereachofapostexpressedasapercentageoffollowers.24%18%12%6%PostsStories19.2%Stories

continue

to

have

alower

reach

rate

than

postsfor

brands,

but

does

thatmean

your

brand

should

stopcreating

Stories?

The

shortanswer

is

no:

StoryNomatterhowmanyfollowersyouhave,more

of

them

are

seeing

your

poststhan

your

Stories.10.1%impressions

can

be

a

greattool

for

engaging

with6.9%6.5%5.5%followers

and

developingrelationships

over

time.2.6%1.6%1.2%0%<10K10K-50K50K-200K>200KFOLLOWERSPost

Engagper

ImprWhat

is

Post

Engagement

per

Impression?Thenumbersoflikes,comments,andsavesperimpressiononapost.Thisiswhata6%

post

engagement/impression

lookslike.+

+

+

÷1000

IMPRESSIONS60

ENGAGEMENTS

Post

Engagement

per

ImpressionThenumbersoflikes,comments,andsavesperimpressiononapost.8%Post

engagements

per20222023impression

increased

for

allfollower

counts

this

year.The

rise

of

post

engagementsper

impression

signals

alarger

trend

we’re

seeing

ofInstagram

holding

onto

itsrelevance

in

2024

andbeyond.5.9%6%4%2%0%Thesmallestandlargest•5.0%4.7%4.4%4.7%4.6%brandsfaredthebest,withhandlesinbothgroupsseeingabouta20%increase.4.2%3.8%Smallhandleswithbetween•10K-50Kfollowerssawtheirpostengagementperimpressionclimbalittlelessatjust5%.<10K10K-50K50K-200K>200KFOLLOWERSPost

Engagement

per

Impression

by

Media

TypeThenumbersoflikes,comments,andsavesperimpressiononapost.8%Post

engagement

per

impressionincreased

across

every

mediatype

in

2023.20222023Static

post

types

like

imagesand

carousels

are

stilloutpacing

videos

and

Reelsdespite

Instagram’s

biginvestments

in

video

thisyear.5.9%6%4%2%0%5.4%Carouselpostssawthebiggest•4.7%4.7%jumpinpostengagementperimpressionofmorethan25%.4.3%3.8%3.7%3.4%Videopostsheldthesteadiest,•increasing12%from2022inengagementperimpression.ImageCarouselVideoReelsPOST

TYPETap-ForwaWhat

is

Tap-Forward

Rate?ThepercentageofStoryviewersthathaveatapforward.Thisiswhata80%

tap-forward

rate

lookslike.

÷TAPTAP40

TAPS50

VIEWERS

+

+25

TAPS

ON30

VIEWERS10

TAPS

ON15

VIEWERS5

TAPS

ON5

VIEWERSTap-Forward

RateThepercentageofStoryviewersthathaveatapforward.The

more

frames

in

your

Story,100%75%50%25%0%the

more

likely

followers

will

tapforward.Tapping

forward

isn’tnecessarily

a

bad

thing,

but

itdoes

indicate

that

the

viewerhas

either

seen

enough

of

thecontent

or

wasn’t

interestedin

the

first

place.

Keep

yourframes

engaging

andThemediantap-forwardrateat5framesperdayisnearly90%.•Thetap-forwardrateforbrandsat5framesis89%.Tap-forwardratesstayedflatthisyear,suggestingattentionspanshaven’tdecreasedtoomuch.•experiment

with

video

tomaintain

your

viewersIfyourStorycontainsmorethan6frames,morethan90%ofyourviewersaretappingforwardtoadvancetothenextframe.•throughout

the

entire

Story.202220231

2

3

4

5

6

7

8

9

10

11

12+FRAME

NUMBER

WITHIN

STORYTap-BackWhat

is

Tap-Back

Rate?ThepercentageofStoryimpressionswithatapbackward.Thisiswhata10%

tap-back

rate

lookslike.

÷TAPTAP5

TAPS50

IMPRESSIONS

+

+0

TAPS

ON30

IMPRESSIONS3

TAPS

ON15

IMPRESSIONS2

TAPS

ON5

IMPRESSIONSTap-Back

RateThepercentageofStoryimpressionswithatapbackward.8%Tap-back

rates

declined

this7.0%year

(but

only

by

a

little).202220236.6%Taps

back

mean

a

viewer

waseager

to

reengage

with

yourcontent,

which

is

always

agood

thing.

These

declinesare

pretty

minimal

and

notworth

losing

sleep

over.Themediantap-backrateis6%4%2%0%•4.6%,butthetop25%ofbrandsseetap-backratescloserto6.5%.4.8%4.6%3.2%3.1%Tapsbackareagreat•indicationofcontentthatyourfollowerswanttoconsumemoreof.Top25%MedianBottom25%Reply

Rper

1K

ImpWhat

is

Replies

per

1K

Impressions?Thenumberofrepliesper1,000Storyimpressions.Thisiswhat5

replies

per1K

impressions

lookslike.

÷5

REPLIES1K

IMPRESSIONS

+

+

0

REPLIES3

REPLIES2

REPLIESReplies

per

1K

ImpressionsThenumberofrepliesper1,000Storyimpressions.1.5Replies

per

1K

impressions

fella

lot

this

year.1.35The

best

way

to

score

anelusive

reply

is

to

ask

for

oneby

asking

a

question.20222023Medianreplyrateswereabouthalfofwhattheywerelastyear,suggestingpeoplehavelesstosaytothebrandsthey’re•10.50Unfortunately,

Instagram’sAPI

continues

to

limit

datafrom

in-frame

engagementstickers

like

polls

and

quizzes,so

it's

tough

to

measure

theimpacts

of

these

interactiveelements

on

your0.81followingonInstagram.0.48Thesereplyratesaretiny•becauseusersmostlydon’treply—particularlyinthebottom25%,whichhasateenyaveragereplyratecloseto0%.0.270.11engagement

and

reply

rates