We Analyzed 15,000 Instagram Stories from 200 of the World’s Top Brands (New Stories Research)

Social Media Marketing

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An incredible 400 million people around the world use Instagram Stories on a daily basis (with that number rapidly growing by the minute).

Besides being an interesting and fun way to connect with friends and family, Stories offer businesses a unique opportunity to capture the direct attention of audiences and potential customers.

Instagram Stories Research - Stories Growth

But where do you start? And what makes for great stories content? We partnered with Delmondo to answer these questions, and more!

Together we analyzed more than 15,000 Instagram Stories from 200 of the world’s top brands in one of the largest Instagram Stories research studies to date.

Today, we’re excited to share this brand new research with you (spoiler alert: Instagram Stories content is incredibly engaging) as well as proven best practices on how your business can create content for Instagram Stories that both engages, and converts.

Let’s dive in!

Table of contents

Key findings from analyzing 15,000 Instagram Stories


Delmondo is a Facebook and Instagram Media Solutions Partner and was the first to launch Instagram Stories analytics in the summer of 2017. In doing so, they now have access to some of the most robust Instagram Stories data on the planet, which powers a ton of incredible research studies like this one where they shared findings from more than 5,000 Instagram Stories.

Earlier this month, we approached their team with one (not-so-simple) question:

How are Instagram Stories performing for brands and businesses heading into 2019?

Here’s what we learned…

1. One to seven Stories is the optimal posting length

It’s long been debated whether or not posting more leads to better results on social media. Many brands report a positive increase in results when they post more, while others experience the opposite.

Which is exactly why we wanted to know what top brands are experiencing when it comes to optimal posting length. I.e., how many individual Stories produce the highest completion rate.

Completion rate is determined by calculating the number of times your Stories were watched from the first Story frame all the way to the last Story frame within the given 24-hour time period.

What we found is that one to seven Stories is the optimal posting length:

Optimal Instagram Stories Length

After seven Stories, the completion rate drops to below 70 percent.

However, it’s important to note here that this is more of a guide than a hard limit on the best time to post to Instagram Stories. It’s crucial to experiment with various story lengths and use your own data to determine what works for you.

Even if your brand or business posts a longer story length, say 12 to 20 story frames, the results are still phenomenal. There is very little difference in completion rate between 12

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