4 Instagram Story Analytics You Should Be Tracking

Know how your audience is responding to your short-term content in order to best utilize the popular platform.

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Instagram story usage is on the rise, and it’s no secret why. The platform allows you to produce short-term content for your audience in a way that’s engaging, informative, and simple. You don’t need fancy video equipment or to have Michael B. Jordan’s acting chops. All you need is a message to share.

But just because creating stories is easy doesn’t mean it can’t be an effective marketing strategy. Like all other lanes of marketing, the more you track your numbers, the more you can make quality decisions that lead to big results for your business. Here are four Instagram story analytics you should be tracking in order to better understand your audience.

  • Views: How many people are seeing your photos or videos? This number is located under discovery in your Instagram analytics. It shows you how many accounts your story is reaching. This is an important number: You’ll notice it’s typically quite a bit lower than your number of followers. That’s because Instagram is only showing your content to those followers who regularly interact with you in order to try and give users the best-possible experience. You want that number to be as close to your number of followers as you can get it.
  • Next story: How many people clicked away from your story? You obviously want this to be as low as possible. If you’re consistently seeing a high number of people viewing your content and not clicking to the next segment but rather away from your profile to the next person’s story, you know that your content isn’t resonating. Try mixing up the things you share and tracking what gets people to keep watching.
  • Swipes up: If you’re a business account with over 10,000 followers, you have the swipe-up feature. How many people who viewed your story swiped up to follow your link? This is an incredibly important metric—the entire point of Instagram for your business is to sell your products and services. If you can’t get people off the platform and onto your sales page or other content, it’s going to be hard to sell.
  • Follows: This metric may seem unimportant. After all, aren’t most people viewing your story already following you? While that’s true, some new followers may find you through Instagram’s suggestion or through others. A higher follow number means that people found your content so engaging they wanted to see more. That’s the best way to tell what content is landing well.