Engagement data on Instagram revealed brands are posting more Stories than ever but reach is dropping

2020 will forever be the year that will be remembered not only for the global Coronavirus pandemic but also for the many things different social media platforms were able to achieve. We got to see each one of these platforms putting their best out here and also being a huge helping hand during the pandemic. Like every year, social media platforms release their annual reports and here we’ll be discussing about the reports that came for the most used app at the moment and that is of course everyone’s favorite Instagram.

Instagram stories are the most viewed by followers. Brands are using more of this feature to put more of their products onto the public eye view, this is resulting in more competition between brands with everyone showcasing the best of their content, but as brands are using more of this feature, they saw a decline in reach as well that of course kept their engagement from increasing. The stories from people are becoming more saturated than ever and no one is taking a keen interest into watching them properly now. The new Instagram logarithm however has kept people hooked to the content and stories of other content creators.

Now, it doesn’t really matter on how many days you publish your story. What matters the most is that you post your stories on the days when the audience is the most active on Instagram. The top 25% of the brands that have the highest rates of engagement post stories at least 16 times a month, or every other day. The 25% of brands that have the lowest rate of engagement post their stories once a week or only 6 times in a month. Brands that fall in the average category of audience engagement posted their stories to 10 times a month or just once every three days. Brands are improvising this year and it seems that they have started to increase their story postings now!

For brands to post stories to tell more about their products to the audience, how many posts they put up on their stories is essential too. One can never post too much or too less of these stories. We all know that Instagram stories have a 24 hour time frame for each story to be viewed on. It also shows the number of people who visited your story during that time frame. According to the data published by Rivaliq, less number of stories posted had a more engaging audience than the brands who posted too much. 1 to 3 stories posted resulted for brands to get about 60 percent of engaging activity. Brands who posted only one story at a time got 30 percent of brand activity and those who posted too much with about 7 or more stories in one sitting received only 20% boost in their brand activity. Less stories having the most brilliant of content is the key to engage more people towards your brand. Posting stories for the sole purpose of advertising takes intelligence too.

Talking about how many people actually paid attention to that story, the fewer stories you post the more people come in to view them. These retention rates aren’t followed up with competition or anything; it just shows how people liked your overall story, content creators as mentioned should focus on something eye catching that can be helpful to engage a larger audience. The retention rate was pretty average last year with only a 1% increase from 2019.

The results for how many people from the followers the stories reached out to is becoming lesser with time, brands that have more than 200k followers got a drop of about 34% from their rates and the ones having followers between 10 to 50 k were able to get an average reach rate as compared to 2019.

The posts play a huge role into attracting audience as well. It is up to the content creators to create something engaging for their followers. The post reach rate is the percentage of the followers that engaged with the posts. These rates have been a little lower than as compared to 2019. Brands with around 50 to 200 k followers had 18% of their posts reached out than last year. Stories and posts have had different results. Brands that have more than 200k followers have audience viewing more of their posts than their stories and this will continue to happen as more followers increase.

When stories are posted, either the follower is bored and is just tapping them to view them quickly or the follower is too much attracted to your posts and wants to see them all at once. The results have also revealed this data! If a brand has posted too many stories, then 85% of them are just tapping them without even glancing them and if you have posted about 5 stories a day then the tap rate is to 75%.

If there is a percentage for tap forward rate, then there is even one for tap backward, which means that someone liked your story and wants to have a second look at it so he tapped back. This is generally a good impression for that brand. The top 25% of the brands see a tap rate of about 25 percent, and the least active brands can see this rate to be less than 2.5%. For brands having an average audience has a tap back rate of to 3.5%. People after viewing your stories often reply back to them but this doesn’t happen with brands that much, the stats show that only the top 25% of the brands saw a 12 percent increase on their story replies while the bottom 25% saw 0% of their stories being replied back to.

Ending these statistics results with the exit rate data that revealed that 12% more people than 2019 were seen not viewing the stories completely leaving the full frame half way.

2020 did see many declines and failures but these results only help us to find ways to move forward with success.

Take a look at below charts from Rivaliq for more insights: 

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