With more than half of Instagram’s 1 billion-plus users consuming Stories daily and average Story completion rate rising from 73% in 2018 to 87% in 2020, it’s no wonder that brands are turning to the feature to gain reach and engagement.
Here are some key Instagram Stories benchmarks from Q1 2020 from Conviva’s latest report on the evolution of the platform.
Some 47% of the 920 accounts studied in the report had a following of 500k or higher, but these accounts with a higher follower count saw some of the lowest Story reach rates in Q1 2020.
Average reach rate generally declines as follower count increases, ranging from 13.3%, achieved by accounts with 10k-50k followers, to 3.7% among accounts with 2 million-plus followers.
Research from last year from Socialinsider reveals similar results, finding that business accounts with less than 10K followers had a higher reach than those between 10K and 100K followers.
In terms of average frames per Story, which decreased from 7.7 frames in 2019 to 7.4 in Q1 2020, and average Stories per week, which fell from 3 in 2019 to 1.9 this year, publishing on Instagram Stories has seen a slight decline over last year.
Though the average reach rate declined slightly between 2018 and 2019 from 7% to 6.7%, interaction with Instagram Stories increased this year to a 7.2% reach rate, on average.
Sports accounts fared best with an average reach rate of 10% in Q1. Read the rest at Marketing Charts.