Instagram Story Analytics: Understanding Stories Metrics

May 2, 2021 4 min read

Instagram Stories present a glorious pathway for businesses to create brand awareness & increase engagement with prospects.

In this post, we'll help you understand Instagram Story analytics and how you can effectively track Instagram Story analytics for business growth.

Before we start with it, let's first take a step back and take a look at the importance of Instagram Stories for growing businesses.

In order to boost your company's Instagram presence, you need to analyze your content and find out what works best for your business.

Although Snapchat was the first major platform to popularize the 24 hours Story sharing format, Instagram has taken it to the next level.

Five years ago, when Instagram copied the whole Stories format from a direct competitor. The general consensus was that it was bound to fail. But the platform has proven everyone wrong with its exponential growth over the last few years.

Instagram Stories has revolutionized the social media industry, and now almost every social media platform offers Stories in one way or another.

Personally, the majority of my time spent on social media goes towards scrolling Instagram stories. With all the fun filters & tags, it's without a doubt addicting.

But what's in it for businesses?

Why Use Instagram Stories For Business?

As we mentioned above, Instagram Stories presents a unique opportunity for businesses to create brand awareness & increase engagement with prospects.

It helps in bringing a personalized touch to the way you engage with your prospects and customers.

Using Instagram story features like hashtags, mentions & public access, even people who aren't following you on the platform are able to see your content.

Also, using features such as polls, quiz questions & links, you can elicit a direct reaction from your audience.

Here are different ways you can use Instagram stories for your business:

  1. Showcase new products
  2. Turn blog content into mini-articles
  3. Show your product in action
  4. Host an Instagram takeover
  5. Go live or tease a Facebook live event
  6. Run Q&As & feedback surveys
  7. Limited offers & giveaways
  8. Celebrate company milestones
  9. Announce company news
  10. Share company behind the scenes

We've written in detail about these use cases in this article. Take a look.

A Complete Guide to Instagram Stories

How To View Instagram Story Analytics?

To check analytics for your Instagram Stories, make sure you have an Instagram business or creator account.

To view your Instagram Stories analytics,

  • Open the Instagram app and go to your profile

  • Tap the menu icon in the upper right corner & Tap Insights

Instagram Profile Insights Menu

  • Scroll down to Stories

Instagram Profile Insights Options

  • Now select See All to see the Stories posted over the past 30 days

  • Select an interaction, such as Reach or Impressions, to get an overview of all the actions taken across your Stories

Instagram Story Insights Reach

  • To see analytics for an individual story and swipe up

Instagram Story Analytics

Understanding Instagram Stories Analytics

Instagram stories doesn't have your typical social media metrics such as likes, comments, saves, etc. They have their own set of metrics which are divided into three categories.

  1. Discovery
  2. Engagement
  3. Navigation

Discovery metrics

People use Instagram to discover new brands and products, and majority of people claims to be more interested in a brand or a product after seeing it in Instagram Stories.

  • Reach: The number of accounts that saw your story

  • Impressions: The total number of times your story was viewed (including repeat views)

Navigation metrics

Navigation metrics give you a good idea of what's working for your brand & what isn't.

  • Forward Taps: Number of times people tapped to the next story

  • Back Taps: Total amount of times people tapped back to see the previous story

  • Next Story Swipes: Total number of times people swiped to the next story

  • Exit Story Taps: Total number of times people exited your story

  • Navigation: The overall total of Back, Forward, Next Story, and Exited actions taken with your story

Interaction metrics

Interaction metrics help you measure the engagement rate for your Instagram Stories.

  • Profile Visits: Total number of times your brand profile was viewed by someone who viewed your story

  • Replies: All the people who've responded to your story

  • Follows: Total number of accounts that followed you after viewing your Instagram, story

  • Shares: Total number of times your story was shared

  • Website visits: People who clicked the link in your bio after watching your story

  • Sticker Taps: Total number of taps on the hashtag, location, mention, or product stickers in your story

  • Calls, Texts, Emails, Get Directions: Number of people who performed one of these actions after viewing your story

  • Product Page Views: Total number of views your product pages received via the product tags on your story

  • Product Page Views per Product Tag: The number of views of a product page for each product tag in your story

  • Interactions: Total number of actions people took after viewing your story

Measure Instagram Story Analytics With Statusbrew

Statusbrew lets you review how people are viewing and interacting with the Instagram Stories that you published during a particular time period.

Statusbrew's Instagram Story Performance gives you an analysis of how your stories are performing w.r.t different metrics. You can also import Instagram Story Performance data by clicking on the three-dot menu beside the widget and selecting Export as CSV.

Click on View Details to expand each Instagram story and get detailed statistics along with a graphical representation of metrics with insights of the first 24 hours from the time story was published.

Statusbrew's Instagram Story Insights can be exported in the form of a PDF or a CSV (Excel) file.

Take a look at Statusbrew's detailed reporting options & claim your free seven-day trial for Statusbrew when you sign up.

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Shivam Devgan

Shivam is a content and marketing strategist at Statusbrew and loves to write content that tells a story. When he's not on his laptop you can find him working out and jamming to pop music.

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