Stories have become a major part of the Instagram experience. In facts, out of 800 million daily active Instagram users, over 300 million of them are using Instagram Stories. Compared with other activities of Facebook Marketing, Instagram Stories are a great way to connect with the audience by creating the hype around your brand in the form of ever-persistent FOMO (Fear Of Missing Out).
Here is our 1-min video on IG stories for e-commerce:
However, if you want to be sure your strategy is hitting the mark, you need to learn more about Stories Analytics, and here is what you need to know.
Instagram Metrics
First thing first, let’s start with what users can do with Instagram Stories. Those behaviors are important metrics to measure the effectiveness of your Instagram Stories. Unlike a post that has comments, likes, Instagram Stories offer their own set of ways to interact with viewers:
- Taps Forward: How many time a viewer taps the right side of the screen to check the next story
- Taps Backward: How many time a viewer taps the left side of the screen to check the previous story
- Exits: How many times a viewer swipes down to exit the story feed
- Replies: How many times a viewer swipes up and type comments to the story, which starts a direct message conversation between you and the viewer.
How to use Instagram Stories Data to Build a Winning Facebook Marketing Strategy
As such, it’s no surprise that brands and businesses are also starting to make use of Instagram Stories by posting the stories through their own accounts and/or engaging with influencers to do so. However, before you’re investing your time and money in Instagram Stories, you need to have a clear idea of how to measure the performance.
Here are some key KPIs that helps you gauge the effectiveness of the Instagram stories:
Reach: Is your audience consuming stories?
Comparing the Daily Unique Reach of the story and post can help you identify if your audience is interested in watching stories. If you are a newcomer to Instagram Story, it is always good to see the Daily Unique Reach is enjoying an upward trending.
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Interaction: Which stories are resonating most with your audience?
Looking at impressions and interactions from stories will help you identify what kind of story style works the best.
- Positive metrics: Taps Backwards, Replies
- Negative metrics: Exits, Taps Forwards
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Engagement: How are stories impacting your post engagement?
When posting the stories, always evaluate how the creation of stories are impacting your regular post engagement. If the engagement of the regular posts suffers a decrease while the Instagram Stories do not increase proportionately, you may need to shift some attention back to your regular posts strategy.
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Fan Growth: How are stories impacting your audience growth?
As with engagement, you will want to evaluate the impact of Instagram stories on your audience size and audience growth. A large growth in fan number proves the right decisions are made in your Facebook Marketing investments.
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Want to improve your Instagram Story strategy in an effective and data-driven scientific way? Be in touch with us to get our expertise in setting up your Instagram and Facebook marketing campaigns.
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