2018_Instagram_Story基准研究（英文版）_15页_2mb

Instagram Stories Benchmark Study Summer 2018 Summary

Core Content

This report presents an analysis of Instagram Stories performance based on data collected over six months by Conviva Social Insights (formerly Delmondo). It offers insights into user engagement, content strategy, and optimal posting practices for brands, media, sports, and entertainment accounts.

Main Findings

• Growth in Story Completion Rates: Story completion rates increased by 8% since the Fall 2017 study, with the highest improvements in Brands, Media/Publishers, and Sports industries.
• Industry-Specific Performance:
  • Sports had the highest average completion rate at 75%.
  • Media/Publishers had the lowest performance at 67%.
  • Brands and Entertainment showed steady improvements, with Brands reaching 71% and Entertainment at 71%.
• Average Completion Rate: 71% across all industries.
• Average Reach Rate: 7.2% (with a slight increase to 8% in the last 90 days).
• Story Length Impact:
  • Stories with 10 frames or fewer had the highest completion rates.
  • Stories with 21–40 frames showed similar completion rates, indicating that users are more invested once past the initial frames.
• Frame-by-Frame Engagement:
  • Exits were most common on the first and last frames.
  • Completion rates stabilized around 60% between frames 11 and 20.
• Optimal Posting Time:
  • The best time to post is between 7pm and 1am Eastern Time, when users are more engaged.
• Replies on Stories:
  • 70% of accounts had replies turned off.
  • Stories with replies on had a slightly higher completion rate (74%) compared to those with replies off (71%).
• Creative Execution Strategies:
  • Influencer Takeovers can surprise users and increase engagement.
  • Q&A / Polls encourage interaction and feedback.
  • Stop-Motion / Flipbook uses screen tapping to enhance user experience.
  • Gamification (e.g., "Tap Here") can increase engagement and completion.
• Stories vs. Posts:
  • Posts generally have a higher reach rate (3x greater) than Stories.
  • However, Stories offer more immediate attention due to their live and intent-driven nature, making them more effective for conversions.

Key Insights

• User Attention is Critical: The first and last frames are the most likely points of exit, so it's essential to hook users early and reward them at the end with a call-to-action (CTA), sticker, or request for a reply.
• Longer Stories Don't Always Mean Better Engagement: While longer stories may offer more exposure, they do not necessarily result in higher completion rates. A balance is key.
• Time Matters: Posting between 7pm and 1am Eastern Time yields the best engagement, suggesting that timing is a crucial factor in maximizing reach and completion.
• Interactive Content Boosts Engagement: Features like Q&A, polls, and question stickers encourage user interaction, which can improve completion rates.
• Influencer Collaborations Enhance Reach: Surprise takeovers by influencers can significantly boost engagement and story completion.

Recommendations

• Use analytics tools like Conviva Social Insights to track and compare your story performance.
• Optimize your first frame to capture attention immediately.
• Consider enabling replies to create a more interactive and engaging experience.
• Focus on creating concise, engaging stories with a strategic length (up to 40 frames).
• Post during peak hours (7pm–1am ET) to maximize engagement.
• Experiment with creative formats such as stop-motion, gamification, and influencer takeovers to drive user interaction.

Conclusion

Instagram Stories have become a vital tool for brands and content creators, offering a unique platform for real-time engagement and audience interaction. While Stories may not reach as many users as regular posts, their ability to command full screen attention and drive immediate conversions makes them a powerful medium. By understanding the key benchmarks and best practices outlined in this report, brands can enhance their story performance and better connect with their audience.