Would you like to know if your content for Instagram stories is working? Wondering how Instagram Stories Insights will change your way of posting?
You will discover 2 advanced metrics by Ben Givon in this article that show what content piqued the attention of users, where attention might have fallen off, and whether people are taking action and engaging with your posts.
By the way, read that article first if you didn’t: How to track stories performance on Instagram? 4 top Ben Givon’s metrics and tips part 1
1.See how many acts people have taken while watching your Instagram story
Instagram Stories lets you calculate the actions people take when interacting with your post, such as shares, responses, profile visits, website clicks, sticker taps (hashtag, location, @mention, and product), and link clicks (swipe-ups). If you have an Instagram business account with over 10,000 followers, you will have access to links to the Swipe-Up feature.
It’s important to calculate the engagement rate on Instagram Stories to create a dedicated community on the platform. Incorporate polls, ask questions, and encourage your followers to share with you their feedback or questions and sprinkle those interactions throughout your slides.
Take the total number of interactions you received to measure your engagement rate, and divide it by the number of impressions.
interactions / impressions = engagement rate
TIP: Look for special elements that have boosted engagement
Be aware that impressions and interactions within an Instagram story series will fluctuate from slide to slide. That’s why it’s important to investigate whether there was anything special on that slide that might have improved the interaction rate, including interactive stickers, a photo, text overlay on the slide, etc.
To help evaluate potential content, describe what may have led to higher or lower engagement levels on a chart.
2. Check out how many people press your Instagram story back and forth
Taps back is the number of times viewers taped back in your Instagram story to repeat the previous photo or video. Think of a tap back as a slide replay that enhances the overall impressions on your post.
Although there may be many reasons why this might be done by a user, it generally means that your slide had noteworthy information which needed a second look. The metric is a sticky, quality content indicator.
Taps forwards is the number of taps in your Instagram story to see the next photo or video. If you have a series of back-to – back photos or creative tap-worthy content (i.e. stop motion frames or “tap to reveal” content), taps forward might make sense; however, a high number of taps forward in your story may also be a sign that your slides aren’t very engaging.
Think of thumb-stopping content ideas (a.k.a., tap the content back). If you have too many back-to-back videos or photos, try adding a quiz, poll or text to the slide to allow users to engage. To calculate the rate of your taps, take the number of taps you got back and divide by the number of impressions. You will do the same to find forward rate for your taps.
taps back / total number of impressions = taps back rate
TIP: Identify and replicate what makes users tap back
For the two metrics it is easier to have a higher rate of taps back than the rate of taps forward. Note what makes users tap back on content because it’s a good indicator of what’s going on and can help influence future Instagram story content that’s going to resonate with your audiences.
In conclusion, these main Ben Givon’s metrics of Instagram storytelling can help you understand better how your audience communicates with your content, and educate future content. If you feel overwhelmed by analyzing all the engagement metrics at once, focus on one at a time until you find what works for the delivery and audience of your content.