Instagram Stories is now up to 400 million daily users, and Facebook executives have noted that the Stories format is on track to become the primary social sharing platform, overtaking the News Feed before the end of the year. Lucky for you, the team at Delmondo have got your back.

Delmondo, a social analytics company, has been specifically focused on the evolution of the Stories format, developing the industry standard for reporting both vertical video and Stories (Snapchat and Instagram) performance. Given this, the company is perfectly placed to provide insights into key Stories trends and usage – which they’ve done in their latest report, which highlights their findings from over 5,000 Instagram Stories over the last six months.

Here are five key insights from the report First off, the Delmondo team have sought to put together accurate benchmarks for Stories reach. Of course, this is difficult because every brand is different, but the Delmondo team have separated their findings by vertical to try and hone in their figures.

As you can see, the average reach rate for Instagram Stories is around 7.2% of your Instagram following, with significant variations dependent on your sector. As noted, this is not definitive, but it may help give you a better idea of what success looks like in terms of your Stories performance.

Delmondo also notes that the average reach rate for regular Instagram posts is around 3x more than Stories viewership. Of course, that makes sense – Instagram has more than a billion active users, and fewer than half of them are also using Stories, while Stories also disappear after 24 hours. Delmondo’s team makes the point, however, that Instagram Stories are ‘intent-driven’ (the user has to choose to view them) and Stories also take up 100% of the screen. Read more from…

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