Study Reveals Videos Are Ruling Instagram Stories
In August 2016, the Instagram Stories feature was introduced. Since launch, it has been the most successful feature and later copied by many other popular social media platforms. According to the research on Stories feature done by Techcrunch, by the time of Jan 2019, more than 500 million accounts have used this feature. This massive popularity of this feature has enforced social media marketing companies to make it part of their marketing strategy.
The latest study on Instagram Stories is published by Socialinsider which reveals amazing facts that can help any social media marketing company to define an effective Instagram strategy. This research was performed on 2548 business accounts on Instagram and to conclude results 136,000 Stories were reviewed.
The major outcome of this research on Stories was that videos are the most engaging content in the Instagram Stories. As per the shared result, the videos are used in Stories of 51% of business brands. As per the top digital marketing agency in Ahmedabad, the most successful social media campaigns use videos and this can be one of the reasons the big brands leverage the potential of videos in the Instagram Stories as well. The videos not only clutch the audiences, but they also leave a long-lasting impact on them. One more reason to use videos by more business brands in Stories is that pictures have 7 seconds of viewing time in contrast to 15 seconds of viewing time of videos on Instagram.
One more result of this research on Stories revealed that the videos in the Stories have less drop off ratio compared to pictures. The audiences often drop the pictures once viewed and sometimes not even view all pictures. On the contrary, the audiences view more videos and less number of people drop off. Furthermore, this study revealed that generally, the users drop off from the 3rd or 4th Stories within a day. The accounts with 100,000 followers usually have 10% of exit rates and the users with 10,000 followers have 17% of exit rate.
In any digital marketing company, the first thing to focus upon is the retention rate on the Instagram Stories to gauge its effectiveness. The study shared that within 24 hours of time-frame the maximum number of Stories shared should be 6. Multiple Stories often reduce the retention rate.
One more interesting fact revealed by the research on Stories is that the accounts with less than 10,000 followers could reach 9% of their audience, in contrast, to reach the rate of 5% by the business accounts with more than 10,000 or 100,000 followers.
These are the top research results revealed based on the latest research made in Instagram Stories. The videos can definitely be the game changer by reducing drop-offs and increasing reach, retention, and reactions. Thus, each digital marketing company must take advantage of videos by adding them to their marketing strategy.