As they have been successful, Stories have become a very interesting way for brands to capture the attention of Internet users. On Instagram, Snapchat, Facebook and WhatsApp, stories are multiplying and proving to be a strong engagement tool. But what are the trends and performance around these publications?
Post Between 1 And 7 Stories Per Day
Buffer opens his study by answering a question that has long tapped brands: how many stories can one post per day to be effective? Buffer calculated from how many stories these were likely to be less viewed. According to the analyses, the ideal number of stories would range from 1 to 7. Beyond 7 stories, the full viewing rate drops below 70%.
Buffer points out that this figure is more of a suggestion than a real limit. It is important to analyze your own data and experiment with your community’s uses to determine the ideal number of stories, knowing that the differences are relatively small, the completion rate never falls below 55%.
Stories Are More Successful Outside Of Working Hours
What time do you post your stories? Buffer distinguishes four time slots in which the publication of stories is optimal. It turns out that all are located outside of working hours:
- Between 4 a.m. and 6 a.m.
- Between 8 a.m. and 10 a.m.
- Between 12 p.m. and 2 p.m.
- Between 8 p.m. and 10 p.m.
Unsurprisingly, users would likely check Instagram during their mealtime or break. Stories are therefore more likely to create engagement during this time.
Get Your Audience’s Attention From The First Story
Buffer’s analysis shows that it is essential for the accounts to capture the attention of their audience from the first story insert. “Whether you’re promoting your product, giving your audience a behind-the-scenes look at your business, or just posting entertaining content, making sure it catches your audience right from the start,” Buffer warns.
Post Your Content Regularly In Your Stories
Story is probably the most used feature on Instagram and where content is most viewed compared to the slower temporality of The News Feed. More and more users are consuming stories every day. Stories must therefore offer content that is quick and easy to assimilate.
To do this, you need:
- Use a background image that is evocative enough to tell a story
- Add a short text to get your message across
- Garnish with a minimalist logo or image
Analyze your own data
While Buffer’s numbers help to de-emphasize broad trends on Instagram, there isn’t really an effective miracle recipe for all brands. In order to get the most out of this channel, it is important that you accurately calculate your own stories data, and do so on a regular basis.
Look closely at the data on:
- The completion rate of a story
- Scope and impressions
- The exit rate according to the insert of a story
- The frequency of publication
- The length of the stories