Instagram stories have been adopted by more than 300 million daily users and there have been a number of recent integrations with Facebook, that have made the reach and exposure that much more compelling. I have talked about our POV on stories before and the data just continues to prove out that stories are a place to be if you want to market where people are paying attention.
I recently read Delmondo’s Instagram story analytics report, that reviewed more than 800 active Instagram accounts and there were some key findings. I pulled them out and highlighted them below along with my quick take:
- User consumption is high and brands are (tentatively) making grabs for their attention- Of the 800, only 16% had posted a story within the last 30 days.
16% is low, which means many brands are not taking advantage of this medium. So if you are a marketer at a brand, you should be paying attention and capitalizing where others arent!
- Influencers are right At home- A key performance metric of interest during the analysis was completion rate. Who watched a story from start to finish? Influencers are in the lead for completion rate, given that high post performance is part of the criteria in needed to be an influencer.
Influencers are leading the charge and seeing excellent consumption rates. When working with an influencer, stories are great and perhaps should be the first choice!
- Keep your storyboard tight- There is a strong correlation between story length and completion rate, with a downward trend synced with an increase in the number of posts per story.
Think about your message flow and don’t just go on a posting spree. Also, consider front-loading more important brand messages in a storm or collection of stories.
- Leverage early afternoon and late evening key posting times- This is when completion rate was at over 70%.
Be thoughtful about when you post to maximize consumption potential of your content!
Instagram stories have got to be in your marketing mix if you are looking to broadcast messages on social. If you sit on the sidelines, then the story about you, will be that you blew it.