Understand why Instagram Stories retention metric is essential to your results

Essential to understanding audience engagement with your content, the Instagram Stories retention metric sometimes raises some questions about its role and how is calculated.

The truth is that this rate played an essential role in its results and was developed by our team so that our customers could have complete information about their actions for this media.

If you want to know everything about the Instagram Stories retention metric and how to take advantage of it to improve your content, then you are in the right place. Continue reading to check it out!

Instagram Stories reports

After all, what is the Instagram Stories retention metric?

The Instagram Stories retention metric is nothing more than a way to understand the percentage of followers who watch your stories to the end.

As several actions can be performed in this media (like leaving the stories, moving on to the next, returning to the last one, or skipping to someone else’s), our team sought a formula to measure how much users are retained their stories.

Therefore, the calculation is made as follows: we subtract the number of exits from the number of people reached and then divide the total by that range. 

That is, if you have 100 users reached and 15 of them left your stories, the account looks like this:

100 (reach) – 15 (exits) = 85 (total)

85 (total) / 100 (reach) = 0.85, which corresponds to 85% (retention rate)

As this result is disclosed individually, next to each of the featured stories, it is essential to understand its contents generate retention

This then helps define what works and what doesn’t for your audience, helping to determine future Instagram strategies.

It is also important to remember that it is only considered an exit when the user jumps to someone else’s account stories or actually leaves that channel and goes back to the feed. 

If the person passes the stories to the front but remains in their account, they are classified as “retained.”

What other metrics are part of the Instagram Stories report?

Along with the Instagram Stories retention metric, there are also other essential data that you should analyze to get a complete view of your results. They are:

  • reach: a total of unique profiles that saw your story while it was running;
  • impressions: number of times a story has been viewed, even if it has been accessed more than once by the same account;
  • next: number of touches given by users to see the next photo or video;
  • back: number of touches given by users to return to the last photo or video;
  • exits: number of “abandonment” in the story. As we said before, advances for stories from other accounts or the return to the feed are counted;
  • responses: shows how many answers the story received from followers.

These metrics are assessed individually for the six featured stories, which are chosen according to the best reach performances

How to generate the Instagram Stories report?

Generating an Instagram Stories report is very simple, but it requires a little more attention than other social media presence in our tool.

This is because, unlike Facebook, for example, which manages to retrieve data from up to two years in the past, the stories’ data are as temporary as the content posted on that channel.

Therefore, the Instagram Stories report cannot save the information if it is not active.

That is, you need to register and integrate the customer’s Instagram well before you start generating your reports and measuring the results, okay? 

So, did you like to know the Instagram Stories retention metric? It is much easier to understand how your content is and can be more attractive to the public, isn’t it?

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