Instagram Stories study: We analyze 253k posts and 213k stories published from over 10,000 professional accounts.

11 September, 2018
An analysis of 467k publications on Instagram: 253k posts and 213k stories published from over 10,000 professional accounts.

Instagram is constantly launching new updates. They always come with something new and if you don’t keep track of it all, you will probably fall behind.

Instagram Stories changed the way this social network is used. Every day, more and more marketing professionals use the stories to reach their goals and create a successful strategy for Instagram.

“What strategy do you use?”

If you want to base your decisions on real data and discover what works best on Instagram, don’t miss this Instagram stories study and its priceless conclusions.

The key discoveries from our study of Instagram stories based on more than 467,000 publications

Metricool has had access to 467,196 publications of which 213,826 were Instagram stories. All these publications come from the analysis of 10,329 professional account profiles.



Accounts with a higher number of followers publish more often on Instagram Stories

What comes first: the chicken or the egg? Or in other words: which accounts are more successful on Instagram: the ones with more followers or those that publish the most?

The debate is out there and it’s a recurrent matter amongst social media professionals. So,

→ Is it better to publish stories or posts on Instagram?

→ Can you earn more followers and engagement by increasing posting frequency?

The answer is very straightforward:

There is a direct relationship between the number of followers and the posting frequency (either stories or posts)

The accounts with more followers are the ones that publish more content


The engagement of Instagram’s publications: Stories or posts?

 The next vital question would be:

“Is it worthy to invest efforts in posting stories or posts on your profile?”

First, you must keep in mind when you look at the next data, that stories only last for 24 hours unless you highlight them on your profile. On the other hand, posts never expire.



The number of impressions received by posts is 3.92 times higher than the impressions received by stories.

As we previously mentioned, the expiration of Instagram stories explains why the number of impressions is lower. However, there are some options to add filters, GIFs and links that make stories more attractive to users.


The reach is also is also 3.6 times higher than stories.

This is also due to the 24-hour duration of the stories, the same fact that explained the lower number of impressions in contrast to posts.

➜As the number of the followers increase in accounts, the reach percentage reduces in both stories and posts.

If your main goal on Instagram is to get more visibility, the best approach is to include hashtags in your posts and stories. Hashtags make your impressions grow.

Certainly, you can add more hashtags on posts than on stories, which means that it’s easier to get more visibility using posts.

➜ Here you can find an article about the most popular hashtags on Instagram

Stories vs. posts

As Instagram accounts become larger, they increase their publications on stories.

→ The average of stories published is 1.24 per 1 post according to our study.

→ The average is even higher for Instagram accounts between 10k and 50k followers: 1.72 stories per post on profile.



This can be explained since accounts with fewer followers dedicate less effort to stories than larger accounts. Posts are a priority and stories take a back seat. Therefore, a lower budget doesn’t allow smaller accounts to create as much content on stories.

So then, what is best: publishing posts or stories?

If you are just starting with your Instagram account, the main objective should be to get more visibility and therefore, posts would be the best option based on the previous results.

Publishing regularly will help you with the growth of your community.

Money makes the world go around! 🙂


Financial data also affects the decision to either invest efforts and time in stories or posts. Larger accounts have a bigger budget to diversify publications in stories and profile.

Is your objective to increase the reach of your publications?

Then think about how much you must invest to post in contrast with stories.

As we mentioned previously, posts have 3.6 times more reach than stories. We also know that publishing a post requires more effort than an Instagram story. So, taking a financial approach, if publishing a post requires more effort than 3.6 stories, then leaning towards stories will be more profitable.

How are you planning to use the data revealed by this study on your Instagram strategy?

Now you have real data about how large brands use Instagram. It’s time to decide if any of these conclusions can be useful for your strategy.

If you want more information, you can also check the following studies about how social networks are used:

So, what are your thoughts about the results from our Instagram study?

Tell us…


  1. Patricio

    Always thought this was like that but now it is proved

  2. Alisha

    Interesting insight backed by research! Love it!

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