ByAugust 16, 2017 17 Comments

So you’re pretty much an expert at Instagram analytics by now. You know all about your engagement rate and your overall reach, and you’ve set yourself goals to improve in the future. But can you say the same for your Instagram Stories metrics?

If you think you may be lagging behind when it comes to your temporary posts’ performance, never fear! This article will walk you through exactly how you can measure your performance on Instagram Stories, so you can build up a strategy much like you have for your traditional Instagram posts.

Ready? Here goes!

How to measure performance on Instagram Stories

Let’s start at the beginning…

How to post a Story:

  • Tap the “+” icon in the top left-hand corner of your screen to add a Story. Or, swipe left from anywhere in your feed to be taken straight to the Stories screen
  • Tap the circle at the bottom of your screen to take a photo, or tap and hold to take a video
  • If you want to add a photo from your photo gallery to a Story, swipe down and select from the available photos. Note that only photos captured in the last 24 hours appear as options
  • Edit your photo or video by adding drawings and text with the different editing tools at the top right of your screen
  • Post your Story!
  • You can repeat this process to add another Story after the 1st one, and so on.

Stories content to test on your audience

Stories can be useful to businesses as they open the door to a different perspective of the company in the eyes of your customers.

Here are a few types of post you can try out in Stories. Be sure to keep track of the reactions you get to each type of Story for future reference. If you ask a question, keep a log of how many answers you get, so you know how to improve next time.

1. Meeting the team
Still photos and videos of different members of your team can help to humanize your business and give your followers some smiley faces to remember your brand by.

2. Behind-the-scenes footage of an event
Allow your potential customers to see into your ‘behind-the-scenes’ activities. This can help to create a bond between your business and your customers, almost like you’re sharing a secret.

3. Tutorials
Stories can be a great way to teach your audience something relating to your company. Present the best way to use your product – this could be a great way of incorporating an ephemeral tutorial video into your Instagram strategy.

4. Q&As
Don’t be afraid to ask your followers questions. The answers you get won’t be public (unless you specify to your followers to post their answer on a public post) as replying to a Story involves sending a direct message (DM) to the poster.

Top tips!

Handing your Instagram Stories over to a particular member of the team for a day is a yet another great way for your followers to see your company from a different perspective. “A day in the life of…” could also be a funny way of getting your followers engaged and wanting more.

Always include a CTA in your Stories, to encourage your audience to take action. This is a great way of directing customers to your website, or a landing page for a promotional offer for example.

The main point that you need to remember here is that Stories can provide you with a great source of customer-business interaction, but can also get results if effective. And don’t forget an engaged community is an effective one, no matter how big or small. Check out how these brands immediately jumped on the band wagon and began producing amazing Stories!


Measuring performance on Instagram Stories

Instagram recently updated its API, meaning that some 3rd party apps like Iconosquare gained access to data on users’ Stories performance, as well as many more new follower insights!

With an Elite plan on Iconosquare, you can easily check up on your impressions, reach, taps back and forward, exits and replies on your Stories. We’ll even give you your reach rate so you can see just what percentage of your followers at the time of the post watched your Story!

If you’re not an Iconosquare user, there is a sum you can do to work out your view, completion and drop-off rate on your Stories. To do this calculation quickly, you can use our template to calculate your Stories analytics in a spreadsheet.


Bonus: Tips for improving your performance on Stories

  1. For your Story… Tell a story!

    If you’re finding that you’re progressively losing viewers throughout your Story, it could be because you’re not exciting them enough. For a viewer to want to watch the next Story, you need to create content which is interesting enough for them to want to know what’s up next. In essence, you need to tell a story. So stay away from Stories that have you jumping from one subject to another without transition… THAT’S how you lose viewers.

  2. Keep an eye on the competition

    One thing that will help you in your quest for inspiration is keeping an eye on what other businesses similar to yours are posting. You can find brands in your industry and check their Stories regularly, comparing your content to theirs to improve your Stories strategy.

  3. Find out when your followers are online and engaging

    Instagram Insights will tell you at which times your followers are on the app the most which is a helpful piece of information. Similarly, Iconosquare can tell you the days and times when your traditional posts get the most engagement, which can be helpful for knowing when your community is engaging on Instagram.

  4. Test, measure, repeat

    An important strategy to adopt is the test, measure, repeat strategy. This can actually be adapted to any platform but will especially help you when you’re just starting to play around with Stories on Instagram. Try out something new that you’ve never posted before, measure your results and repeat the process with a different type of post. Once you’ve tried out a good handful of posts, you’ll have built up a reasonable base of insights and will be able to tell for yourself what’s working best for you engagement-wise. Then, it’s up to you to continue to improve on that content and watch your performance levels rise and rise!

  5. Watch your engagement on traditional posts

    A final tip that can help you get a feel for where your audience is, is to track your engagement on the traditional Instagram posts which are posted at the same time as a Story. There is a chance you could be penalizing your traditional posts when posting a Story at the same time. Is there a difference in engagement on your traditional posts? Are you getting more or less views on your Stories when you post a photo to your account? We’d love to get your feedback on this!

Thanks for reading, we hope this article helped you in learning how to measure your own performance on Instagram Stories! Share your thoughts with us in the comments!

Emily Lydon

Author Emily Lydon

Emily is an Inbound Marketer for Iconosquare, based in the Limoges office. She loves all things social and revels in keeping on top of the social media marketing game by writing for the blog. She’s also a bit obsessed with sushi, gin and Netflix.

More posts by Emily Lydon

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