Analyzing Instagram Story Data

As Snapchat began appealing to a younger demographic, the consumption of short-form video material has skyrocketed. In addition, Instagram Stories have been available to users ever since 2016.

How do you maximise the Stories impact when customers are watching more short-form video than ever before? The key is to learn how to read the numbers and use those insights to fine-tune your strategy.

Here, we’ll dive into the ins and outs of Instagram Stories stats, so you can sound like a pro on the world’s sixth-most popular social media site.

The stats behind Instagram Stories

If you’re just getting started with Stories, you may be confused with all the discussion of Stories statistics.

Analytics for Stories are included in Insights, however the numbers being tracked there are special. It’s not easy to draw parallels between Instagram Posts and Stories when it comes to engagement and audience growth. Thus, Stories require a different monitoring strategy than the rest of Instagram.

In what ways might Instagram Stories be analysed?

Instagram Stories do not have the same interaction options as Instagram posts. Thus, you must:

How to Interpret Metrics for Individual Stories
You can monitor these KPIs with Insights.
Determine the meaning of the data it refers to.
This information may be accessed on Instagram in two ways:

Examine the Profile entries one by one.
Explore Instagram Insights for information on your own Stories.
Both approaches are discussed in more detail below.

Examine Instagram Stories Directly From Your Account

The statistics for a specific Story may be accessed in only four clicks from your Business or Creative Account.

Click on the article that piques your attention and swipe up
After clicking “Expand,” the post’s analytics will be displayed.
By clicking on the (chart) symbol, you may see the story’s Insights.

Use Instagram Insights to analyse Instagram Stories

Instagram Insights is where you can see a comprehensive overview of your Stories’ performance and examine historical Stories statistics.

Access Your Company’s Profile
Choose Options from the Main Menu by Clicking the Menu Button.
Enter the word “Insights” into the search bar.
Choose Content from Insights’s main menu.
Choose the “Stories” tab.
You may get Insights for all Articles by clicking the “See All” button.

What KPIs pertain to the Stories?

It is possible to classify story metrics into three broad classes:

metrics for discoveries
Measures of Participation and Interest
Indexes for Navigation
The significance of Follows, Impressions, and Reach in terms of discovery is comparable to that of other Instagram posts. Because of your likely familiarity with them, we will only discuss metrics that are unique to Stories.


A “tap forward” in an Instagram story means something different.

The navigation measure known as “Taps Forward” reflects the number of times a user touched the right side of their screen to go to the next slide in your presentation. It’s not always bad news.

While viewing an Instagram Story, what does tapping the Forward button mean?

Forward There are a number different methods to approach tapping.

The reader is impatient to get to the conclusion of the piece, where your call to action (or link/sticker/bio) is waiting for them.
They can’t wait to hear what else you have up your sleeve
They’re tired with your information and ready to go on, so they’re basically “speed tapping” their way through a lot of it.
The only truly unfavourable one of these is the very final one. To deal with Taps Forward, consider the following:

Put your video’s main point through quickly, preferably inside the first few seconds.
Including a call-to-action at the end of your video is a must.
Exhibit a broad variety of stories to maintain the interest of fast readers.


While viewing an Instagram story, what does tapping Backward mean?

Taps Backward is, as you may have guessed, a metre for backward navigation. This happens when a viewer taps the left side of their screen to go back through the presentation’s slides or stories.

With Instagram Stories, what do taps on the Back arrow indicate?

Backwards taps are a good sign since they indicate that the user is interested in what you have to offer. Instances where a user could choose to go backward include:

“speed tapped” and missed potentially engaging material
we chose the wrong one of your Stories to read because we were seeking for something else
I got lost in your tale and needed to see it again to catch up.
I initially watched it silently then realised I should have added sound.
Because the pace of your writing was too quick, I missed your poll or other interactive feature.
There are several ways your Story may be improved in these situations. Perhaps you could:

The opening few seconds are crucial for catching the attention of fast tappers, so make them stand out.
Changing a story’s length till an optimal reading speed is reached.
Include a warning about background noise at the beginning of your Narrative


To what do Instagram Stories Exits lead?

A further navigational indicator is the presence of exits. When a reader leaves your story, they are doing one of the following:

Choose the ‘X’ button to close the window.
Disconnect from Instagram
To view other Instagram posts, swipe away from Stories.

What does it signify when someone “exits” an Instagram story?

When a user navigates away from your page, Exit will notify you. It’s another fuzzy statistic for the same reason: without a clear call to action (CTA) in your Narrative, consumers may leave to perform their own research on your company or its products. It’s also possible that they’re sick of Instagram or your posts specifically. In that case, what steps should you take to fix the problem?

Make the material of your Stories more varied to maintain interest.
Stickers are a great way to keep people interested and promote a call to action.