New Conviva Data Shows Instagram Stories Are Getting Shorter; Completion And Reach Rates On Upswing
FOSTER CITY, Calif., June 30, 2020 /PRNewswire/ -- Conviva, the leader in global streaming media intelligence, released its third annual Instagram Stories Benchmark Report today, revealing stories are getting shorter and are posted less frequently than in years past. However, average completion and reach rates continue to increase, demonstrating widespread adoption of Instagram Stories.
Conviva analyzed over 920 top Instagram accounts and 28,700 individual stories across four industry verticals – sports, media, entertainment and brands – comparing Instagram Stories from Q1 2020 versus Q1 2019.
"More than half of Instagram's one billion plus users are consuming Instagram Stories daily and they are one of the most powerful engagement tools in use by brands today," said Nick Cicero, VP of Strategy, Conviva. "The brands that find new and creative ways to effectively use this medium will not only gain followers, but also will greatly benefit from an engaged audience."
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Shorter, But Not Always Sweeter
Conviva found completion rates increased on average for most story lengths, while exit rate steadily declines as the viewer gets further into a story until it eventually averages out around 2% per frame. There is very little difference between the exit rate for images versus videos. Interestingly, image frames do have a higher exit rate than video frames on the first frame of a story.
Examining User Behavior
An analysis of over 165,000 individual frames shows the lowest percentage of user actions, including tap forwards, tap backs or exits, occurs on the second frame. Suggesting that the second frame is therefore a prime content spot as it is least likely to be interrupted by a user action.
Replies On For Increased Reach
Download the full report: https://www.conviva.com/research/instagram-stories-benchmark-report-2020/
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