Instagram Stories have become an extremely relevant part of the Instagram experience. Out of the 800 million active Instagram users, 300 million use Instagram stories daily. Because of this, stories have become very useful for businesses and brands as well. If you have a business profile on Instagram it is very easy to measure your performance and effectiveness of your stories.
When analyzing your Instagram story, make sure to look at your reach and impressions. Reach is the number of actual people have seen your story and impressions are the number of times your story has been viewed. So if someone watches your story 5 times, that would count as 1 reach and 5 impressions. Keep an eye on these and if you happen to see a drop in either, make sure to first look at the quality of stories. Make sure they’re not blurry or hard to read, and try to include humor, surprise or behind-the-scenes perspectives. Once you start seeing trends in which stories are working the best you can analyze these to see the concepts, copy or creative material they all have in common.
Also make sure to look at the number of taps forward, taps back and exits. Taps forward are the number of times a viewer tapped the right side of the screen to go to the next story. Taps backward are the number of times a viewer tapped the left side of the screen to re-watch the previous story. And exits are the number of times a viewer swipes down to stop watching stories and go back to the main feed. Taps forward may indicate that your audience wants to skip your content. Exits are worse because this means viewers are getting out of your story completely before finishing it. Analyze what may have caused the exit or tap back and try to minimize these types of stories.
Looking at interactions is also important. Replies would be a part of this category and are very powerful because a user actually took the time to draft a reply or comment. It is a good way to measure how engaged your audience is, especially if you specifically ask them a question or for feedback.