16. Short narrative-type Stories are the most popular format

[fomayof928@mowline]

14. Story reach rate is picking back up
In spite of a decline in the previous years, the reach rate for Instagram Stories is finally starting to rise again. According to a RivalQ study, smaller brands with under 10k followers experienced the most significant increase (35%) in Story reach rate. Other groups experienced minor increases while the reach rate for mid-size brands flatlined.

Bar chart comparing the story reach rate for instagram accounts uk b2b leads with different follower counts between 2022 and 2023.
Source: RivalIQ

15. Retention rate continues to decline with an increase in the number of frames
The same Rival IQ study found that the number of frames you post to your Instagram Stories determines how well you retain your audience. After a major dip from the first two frames, the median retention rate remains at 81% by the fourth frame. Story retention rate starts to dip below 75% after the seventh frame.

When it comes to the types of Stories that people want to see, short narratives are the most popular. Thirty-five percent of consumers prefer these types of Stories with a mix of photos, videos and text. Stories with quizzes and polls were another popular option.

So if you’re running out of Instagram Story ideas, use these stats to brainstorm new ideas that engage your audience.

Bar chart comparing the different instagram story types that users are most likely to click through until the end.
Source: HubSpot

17. Reels still have the highest reach rate
Since their introduction, Reels have continued to surpass other content types in terms of reach. A Socialinsider study found that Reels see an average reach rate of 30.81%. That’s double the reach rate of other content formats. Even in terms of impressions, Reels surpass other post types with 2x more impressions.