By now, you’ll know that having a clear understanding of what is and isn’t working allows you to drive your Instagram account forward. So far, you’ve had the ability to optimize your hashtags and feed posts, but that’s not the only way you can engage your audience and improve your reach….Stories and Reels content are also incredibly important to the success of your account. So, it’s about time you could analyze these formats too, right?
What Can I See in Story Analytics?
Similar to the existing feed post ‘Content Tab' where you can see your post performance, in Flick’s Story ‘Content Tab' you’ll be able to understand which Stories are resonating the most with your audience through metrics such as drop off, and completion rate. (More on the new metrics later!)
Now, you can see a visual representation of how your Stories are performing, as well as key metrics which will help you refine and improve how your Stories are received by your audience.
How can I use these Analytics?
Hero Metrics
These metrics are here to help you see a more holistic view of how your Story posts are being received. Here’s what you can see, and how you can use them to get the most out of your Stories.
Slides per impression will help guide you to the perfect length of your Story. This metric will allow you to see how many story posts are being viewed before a user exits your story. Knowing how long you can keep your audience engaged can help you create a more tailored experience for your audience.
Pro-Tip: This can also be a useful metric for marketing campaigns to understand where you should place your focus and call to action. For example, if your marketing campaign includes a 7 slide story, with the last slide being your CTA but your slide’s per impression is only 4.5 then you could be missing out on more clicks to your product, website, etc.
The completion rate allows you to see the average rate of completion of all your Stories (since stories were tracked with Flick.) This will help you understand the overall effectiveness of your Stories. The higher the completion rate, the more your audience is interested in your content.
If your completion rate is not where you’d hope it would be, your individual story metrics will help you analyze which types of content are working best for you.
Story Metrics
These metrics will show you how each individual story performs and allow you to see how many impressions you receive per story, completion rate, tap forward and back how many people exit your story.
Taps back are when a user has literally tapped back on your story to re-watch that content. This is usually a sign that something has caught a viewer’s eye and wants to re-engage with that particular content.
💡Pro Tip: If your post has a lot of tap backs, it might be a good idea to make note of the type of content, and see if you see similar results in the future. This could be a key content pillar for you.
Taps forward could be seen as the opposite of taps back, however, just because a user has tapped through or skipped a story post it doesn’t mean they didn’t like it, many users like to ‘speed tap’ through stories, although it can be used as an indicator of performance, it could also be an indicator that some content types are favored more than others. For example, you may notice more tap forwards on behind the scene content than on an interactive story. This can help you judge which content your users may prefer, and which content types you may want to use more sparingly.
Exit stats will help show you how many users are completely exiting your Instagram stories. This can usually means one of three things:
The user has ‘ran out of time.’ You know how it is, you’re watching a story and then you realize the time maybe you have to go back to work, get to bed or something else has caught your attention. Exiting a story does not inherently mean the story was not enjoyed.
The user clicked one of your links. Swipe-up links will take a user away from your story and count towards your exit stats.
The user was not engaged with your content and has moved onto other content to engage them.
Exit metrics can help indicate where you may need to improve to grab the attention of your audience. If you are seeing lots of exits or tap forwards, you may want to consider what you can do to improve your story content. Remember, analytics like these are Indications, and not always the ground truth, so play around and experiment to find your perfect strategy!
What Does Each Metric Mean?
Stories Made: The total number of Story posts you have made in the selected time frame.
Impressions: The total number of times your photos or videos were viewed on your Stories in the selected time frame.
Completion Rate: The average percentage of users who viewed your story in its entirety (from the first frame right to the last story frame.)
Slides per Viewer: The average number of story posts a viewer will watch before exiting, based on the data within the selected time-frame.
We do hope you found this article useful. If you need any further assistance, or simply have some questions, please contact your friends at Flick either by in-app live chat or email.