Instagram Stories Metrics to Measure

Instagram Stories have transformed the way brands communicate, offering a dynamic platform for sharing spontaneous, immersive content. But how can you be sure your Stories are making an impact? By analyzing key metrics, you gain insights into what truly engages your audience. 

Leveraging Instagram Stories analytics allows brands to refine their content strategy, measure success, and drive growth. In this guide, you’ll discover how these analytics can help elevate your brand, expand your online presence, and achieve your social media and business objectives.

What are Instagram Stories?

Instagram Stories allow users to share photos and videos that disappear after 24 hours, enabling a more casual and spontaneous way for businesses to share behind-the-scenes moments, showcase products, and interact with followers. Since its launch, Stories has become an essential feature for brands aiming to build rapport and promote products organically.

Why Measure Instagram Stories Metrics?

Instagram Stories metrics are an invaluable tool for brands to optimize their strategy, increase reach, and deepen engagement. Each metric provides a unique insight into audience behavior, helping businesses make informed decisions to elevate their content and achieve their marketing goals. Tracking Instagram Stories metrics is critical for several reasons:

1. Understanding Audience Engagement: One of the primary benefits of tracking Instagram Stories metrics is gaining insight into audience engagement. Metrics show how users interact with your Stories, indicating what types of content capture attention and encourage interaction.
2. Optimizing Content Strategy: Instagram Stories analytics enable brands to identify patterns in viewer behavior, helping refine and improve content strategies. Knowing what works (and what doesn’t) allows brands to develop high-impact content that keeps followers engaged and returning for more. By analyzing which stories perform best, you can refine your approach to create more engaging, high-impact content.
3. Measuring ROI: Measuring the return on investment (ROI) of Instagram Stories is crucial for justifying marketing expenditures and demonstrating the value of social media efforts. Stories metrics offer tangible proof of how your strategy aligns with business objectives.
4. Enhancing Discoverability: Instagram Stories provide opportunities for reaching new audiences, especially when metrics are used to optimize content for discoverability. By analyzing reach and impressions, brands can maximize visibility and attract potential followers.

Accessing Instagram Stories Metrics

To view Instagram Stories metrics directly within the Instagram app:

1. Open Instagram and go to your profile.
2. Tap the hamburger menu (three lines) in the top-right corner.
3. Select “Insights”.
4. Scroll to “Content You Shared” and select “Stories” to view analytics for active and past stories.

To access Instagram Stories analytics, make sure you have a business or creator account. Additionally, using analytics tools like Metricool offers a more comprehensive view of your metrics. These tools enable you to track performance over time, analyze trends, and generate custom reports, providing deeper insights into your Stories’ effectiveness.

Key Instagram Stories Metrics

To fully understand and optimize your Instagram Stories, it’s essential to break down analytics into specific metrics that reveal how audiences interact with your content. These metrics can be organized into three main categories: Discovery, Engagement, and Navigation. Each metric provides a unique insight into your content’s performance and helps guide decisions for future Stories.

💡 Discovery Metrics

Discovery metrics help you gauge how many people are seeing your content and the extent of its visibility.

• Reach: Reach reflects the number of unique accounts that viewed your Story. A high reach generally indicates broad visibility, making it an essential metric for measuring brand exposure. Reach can be influenced by factors like hashtags, location tags, and the time of posting. For instance, using highly relevant hashtags or location tags can extend reach to users interested in similar topics.
• Impressions: Impressions account for the total number of times your Story was viewed, including repeat views. Higher impressions than reach suggests users are rewatching your Stories, which can be an indicator of engaging content. For instance, a tutorial or step-by-step Story is more likely to have high impressions as viewers may rewatch to better understand the information presented. However, if impressions are high but reach is low, it may indicate that while your existing audience finds the content valuable, you’re not attracting new viewers.

Tip: Try posting content in sequences or multi-part series to encourage repeat impressions and keep users engaged from one Story to the next.

👥 Engagement Metrics

Engagement metrics reveal how users are interacting with your Stories beyond just viewing. These metrics can indicate interest, curiosity, or intent to connect further with your brand.

• Replies: Direct message responses triggered by your Story provide valuable, real-time feedback on content. Replies often occur when users feel a personal connection or have questions, making this metric highly indicative of audience engagement. For instance, Stories that pose questions, invite feedback, or share strong opinions are more likely to receive replies. Consider replying to these messages to further build rapport and engagement with your audience.
• Sticker Taps: Instagram offers a range of interactive stickers, including polls, quizzes, question boxes, and more. Sticker Taps show how many users interacted with these features. High engagement with stickers often signals interest and active participation. For example, poll stickers are highly effective in gauging audience preferences or opinions, while question boxes can encourage followers to ask questions about your products or brand.

Insight: Stories with interactive stickers are known to perform better on Instagram’s algorithm, potentially increasing reach and visibility. Use stickers thoughtfully, and vary the types you use to keep engagement high.

• Profile Visits: Profile Visits indicate how many users were curious enough to explore your profile after viewing your Story. This metric is especially valuable as it reflects interest in learning more about your brand. Stories that include teasers or hints about what followers can find on your profile (like exclusive content or links to recent posts) can help drive profile visits.
• Follows: New followers gained from a Story can be a sign that content resonates with viewers, especially first-time viewers. This is a particularly important metric for growth-focused brands, as it indicates that Stories are not only engaging existing followers but also appealing to new audiences.

Tip: Use Stories to introduce your brand to new followers or provide brief, valuable content that would make users want to follow for more.

📲 Navigation Metrics

Navigation metrics show how users move through your Stories. These metrics can help you understand if your Stories are engaging enough to retain attention or if they need adjustments.

• Taps Forward: This metric shows the number of times viewers tapped to skip to the next Story within your sequence. While some Taps Forward are normal, a high rate may indicate that your content is either too long, not immediately engaging, or that viewers aren’t finding value in it. Reviewing where viewers tap forward can help you spot areas that may need refining for better retention.

Insight: Experiment with shorter, more concise Stories or grab attention immediately with a compelling opening visual or statement to minimize Taps Forward.

• Taps Back: When users tap back to rewatch the previous Story, it typically means that the content was engaging, interesting, or complex enough that they wanted a second look. High Taps Back can be a positive sign, particularly for instructional or informative content, suggesting that viewers are deeply engaged. 

Tip: If you notice high Taps Back on certain types of content (e.g., product features, step-by-step guides), consider creating more similar content as it likely resonates with your audience.

• Exits: Exits indicate when users swipe away from your Stories completely. High exit rates can suggest that your content may not be holding users’ interest or that there’s a disconnect with your audience. It’s natural for exits to occur, especially toward the end of a Story sequence, but consistent exits on specific Stories might indicate a need for improvement.

Action: Analyze where exits happen most often. If users consistently exit during longer content, consider shortening your Story sequence or using more interactive elements to maintain interest.

• Next Story: This metric tracks when users swipe to the next account’s Story, indicating they’re no longer interested in your content. Similar to Exits, high Next Story swipes suggest your content may need adjustments to keep viewers engaged. Reducing swipe-away rates can often be achieved by crafting Stories that have a clear narrative or a hook that draws viewers in from the start.

Optimization Tip: Make sure each Story has a clear purpose and flows naturally into the next. Consider using teasers or intriguing statements to build anticipation and reduce swipe-aways.

Analyzing Instagram Stories Metrics

To make the most of Instagram Stories metrics, it’s essential to take a strategic and holistic approach. By analyzing these metrics thoughtfully, you can gain valuable insights into your audience’s preferences, content performance, and the overall effectiveness of your Instagram Stories strategy. Here’s how to leverage Instagram Stories analytics effectively:

1. Set Clear Goals: Defining your objectives is the first step toward using Instagram Stories metrics to improve your content strategy. Define what you want to achieve, whether it’s increased reach, engagement, or follower growth. Establishing clear goals that align with your business objectives allows you to measure success meaningfully and focus on the metrics that align with your priorities.
2. Track Regularly: Consistent tracking is crucial to understanding trends and shifts in your Stories performance over time. By monitoring your metrics on a regular basis, you can make more informed decisions and adjustments.
3. Compare Metrics by Content Type: To maximize engagement, it’s essential to understand what types of content resonate most with your audience. Comparing metrics and identifying patterns across different content types allows you to focus on what works best.
4. Experiment and Iterate: Using your insights to experiment with new ideas is key to evolving your Stories strategy. Testing different approaches based on analytics-driven hypotheses and audience feedback allows you to refine content continuously.
5. Consider External Context: External factors, such as seasonal events, promotions, or trends, can impact your Stories metrics significantly. Factoring these into your analysis helps you interpret data accurately and make contextually appropriate decisions.

Using Metricool for Instagram Stories Analytics

Metricool is an invaluable tool for deepening your understanding of Instagram Stories analytics. It offers robust tracking, analysis, and reporting features that can optimize your Instagram Stories strategy and help you achieve your marketing goals. Here’s how Metricool can help you get the most out of your Instagram Stories:

Track Performance Evolution Over Time

Metricool allows you to monitor the progress of your Stories strategy with a long-term view of your performance trends. By analyzing data over time, you can see how your content is evolving and identify patterns that indicate what works best with your audience.

• View Key Metrics Over Time: Track impressions, reach, and the number of Stories posted across a specific period. For instance, if you notice increased reach over time, it could indicate growing audience interest or better content relevance.
• Spot Seasonal Trends: By looking at engagement peaks and valleys across months, you can identify seasonal trends or events that positively affect engagement, helping you plan content around these high-impact times.

Analyze Stories List for Best-Performing Content

Metricool provides a detailed list of individual Stories, allowing you to examine the performance of each Story. This insight helps pinpoint content that resonates with your audience, providing data on what to replicate and what to adjust.

• Measure Comprehensive Metrics: For each Story, Metricool provides detailed metrics including impressions, organic reach, paid reach, replies, taps back, taps forward, and exits. This granular data gives a full picture of both organic and paid performance, letting you fine-tune your paid and organic strategies.
• Identify High-Impact Stories: Look at Stories with high impressions and replies to see what captured your audience’s attention. Replicating successful elements in future content can keep viewers engaged and coming back for more.
• Assess Story Retention: Metrics like taps forward, taps back, and exits show how viewers navigate through your Stories, highlighting where engagement drops off or spikes, which can indicate either strong or weak points in your content.

Generate Custom Reports for Stakeholders

Metricool enables you to automatically create and send PDF or PPT reports that summarize Stories performance, making it easy to share insights with stakeholders, clients, and team members.

• Create Detailed Reports for Data-Driven Decisions: Generate visually appealing and easy-to-understand reports that include all the key metrics (impressions, reach, interactions) for a specific time period. Use these to communicate the impact of your Stories strategy, guide adjustments, and make data-driven decisions.
• Schedule Automatic Reporting: Set up recurring reports for consistent updates, allowing stakeholders to stay informed on progress without having to manually check analytics. Regular reporting keeps the whole team aligned on performance goals and strategy adjustments.

Plan and Schedule Stories for Optimal Timing

Metricool’s planning tool is ideal for organizing and scheduling your Stories to post at times when your audience is most engaged. By using Metricool’s scheduling features, you can maximize reach, save time, and maintain a consistent posting schedule.

• Schedule Stories in Advance: Prepare and schedule Stories ahead of time to maintain a steady flow of content and stay on top of posting goals, even during busy times.
• Optimize Posting Times with Audience Data: Use Metricool’s audience insights to identify peak engagement times and post when your followers are most active. Posting during high-engagement hours increases the likelihood that your Stories will be seen by a larger segment of your audience.
• Find Popular Hashtags with the Hashtag Generator: Metricool’s hashtag generator suggests trending and relevant hashtags for each Story. Adding high-performing hashtags improves discoverability, expanding reach and attracting new followers.

Tips for Improving Instagram Stories Performance

Boosting the performance of your Instagram Stories involves a strategic approach that captures audience attention, drives engagement, and aligns with your brand’s objectives. Here are actionable strategies to maximize the impact of your Instagram Stories and build a more engaging, cohesive brand experience.

1. Post Consistently and Strategically

Consistency is key to keeping your audience engaged and building a reliable presence. Aim to post 1 to 7 Stories per day, as this range has been shown to optimize viewer completion rates. Posting smaller, spaced-out batches throughout the day allows you to capture attention multiple times without overwhelming followers.

• Balance Frequency and Quality: While consistent posting is important, make sure that each Story adds value. A mix of behind-the-scenes content, announcements, and user engagement Stories can keep your content varied and fresh.

2. Optimize Posting Times

Finding the right posting times can significantly boost engagement. While general trends show that weekday mornings (7–8 a.m.) often perform well, the optimal time varies by audience. Test different times and monitor your analytics to identify when your followers are most active.

• Experiment with Peak Times: Use Instagram Insights to track peak engagement times, then tailor your posting schedule to those periods.
• Adjust for Time Zones: If your audience spans different time zones, consider posting at times when multiple audience segments are online, maximizing reach across regions.

3. Leverage Hashtags and Location Tags

Incorporate 1-2 relevant hashtags and location tags into each Story to expand reach without cluttering your visual design. Hashtags help your content appear in broader searches, while location tags boost local visibility.

• Hide Hashtags for a Cleaner Look: If you want a polished look, try hiding hashtags under a sticker or shrinking their size until they’re nearly invisible.
• Use High-Impact Hashtags: Select hashtags that are specific enough to attract the right audience while broad enough to reach a larger pool of potential followers.

4. Create Branded, Cohesive Content

Maintaining a consistent visual identity helps build brand recognition and trust. Use branded templates, on-brand GIFs, consistent color schemes, and fonts to make your Stories visually cohesive.

• Develop Story Templates: Pre-designed templates save time and ensure all content reflects your brand’s look. Tools like Canva or Adobe Spark make it easy to create custom Story templates.
• Stick to a Visual Theme: Choose a limited color palette and a few fonts that represent your brand’s personality, using them consistently across all Stories.

5. Utilize Interactive Features

Instagram offers several interactive features, like polls, quizzes, and countdowns, which can boost engagement by over 50%. Interactive Stories capture attention and encourage followers to participate.

• Ask Questions: Use the “Question” sticker to invite follower responses, great for gathering feedback or sparking conversations.
• Use Polls for Quick Feedback: Polls are an easy way to engage viewers while gathering insights on preferences, product opinions, or just for fun.
• Leverage Countdown Stickers: Countdowns create urgency for upcoming events, sales, or product launches, encouraging followers to stay engaged and look forward to your brand’s activities.

6. Link to Your Shop or Promotional Posts

If you have access to the “See More” (swipe-up) feature or the “Link” sticker, use it to direct followers to your website, online store, or promotional pages. This approach effectively combines brand storytelling with direct calls to action for sales or lead generation.

• Highlight Product Benefits in Stories: Before linking, share Stories that detail product features or benefits to build interest and encourage clicks.
• Create Teasers: For promotions, use Stories to reveal exclusive previews, then add a link to drive traffic for more information or to buy.

7. Tell a Cohesive Story

For more complex narratives, break content into a series of connected Stories. This sequential format is ideal for showcasing products, explaining processes, or taking viewers behind the scenes.

• Create Step-by-Step Stories: For product tutorials or features, break down the process into short, digestible parts to make it easy to follow.
• Lead to a Strong Call-to-Action: End the series with a CTA, like visiting your profile, swiping up, or DMing for more details.

8. Use Stories for Market Research

Polls, questions, and quizzes offer an easy, interactive way to gather insights about your audience’s preferences. This information can inform product development, campaigns, and content strategy.

• Ask for Feedback on Products: Gauge interest in new ideas or collect opinions on existing products.
• Understand Customer Pain Points: Use polls and questions to discover what your audience struggles with or desires, helping you shape future solutions or content.

9. Highlight Your Best Stories

Instagram Highlights allow you to preserve top-performing Stories for permanent display on your profile. This is a great way to ensure new followers can view your best content, even after the initial 24-hour period.

• Organize Highlights by Theme: Group related Stories (e.g., “Product Demos,” “Customer Reviews,” or “How-Tos”) to make it easy for users to find specific information.
• Regularly Update Highlights: Keep Highlights fresh by periodically rotating in new content or replacing old Stories to maintain relevance.

10. Collaborate with Influencers

Partnering with influencers for Story takeovers or joint promotions introduces your brand to a broader audience, adding credibility and drawing in new followers.

• Choose Relevant Influencers: Partner with influencers whose followers align with your target audience for maximum impact.
• Use Takeovers for Brand Storytelling: Let influencers share their experience with your brand in real-time, creating an authentic, relatable story for followers.

11. Educate Your Audience

Use Stories to offer bite-sized educational content, such as tutorials, tips, or industry insights. Educational content is especially effective for brands with complex products or services, as it demonstrates value and builds trust.

• Showcase Product Benefits or Features: Break down complex product features into simple, digestible slides that show viewers exactly how they can benefit.
• Provide Industry Tips: Share quick tips or tricks that add value to your audience’s day-to-day life, positioning your brand as a helpful resource.

12. Promote New Content

Stories are an excellent way to drive traffic to your latest posts, Reels, or external content without relying solely on the feed algorithm. Use Stories to boost reach for important announcements and get them in front of more eyes.

• Share Teasers for New Posts: Share a preview of your latest feed post or Reel with a call-to-action to view the full content.
• Create a Series Around New Content: If promoting a blog post or video, use Stories to share key takeaways, encouraging viewers to click through for more information.

Sara Martín , 28 August 2020