Regional Instagram Story Benchmarks for Sweden
The 2023 Instagram Benchmarks Report
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Now, let’s see the performance benchmarks for Instagram Stories are for Sweden.
Note that the performance data used to calculate these benchmarks start from October 2021, because Stories weren’t affected by the release of the Reels API.
Regionally: Influencers reach more users by sharing Stories with images
Our analysis shows that influencers across all tiers generally reached more people by posting Stories with images, compared to Stories with videos.
Why? There are 2 potential reasons.
First, Stories with videos might cover a topic that isn’t interesting to viewers. If they continue over a few frames, viewers are more likely to drop off after the first or second frame.
Second, according to Instagram, 60% of Stories are viewed with sound on. That means there’s still a significant amount of viewers that prefer not to enable sound when watching Stories with videos, which can lead to higher exit rates in the first few frames.
In fact, looking at how users interact with Stories, our data shows that influencers saw viewers exit Stories with videos more often than they exit Stories with images.
inzpire.me insight 💡
If 60% of viewers watch Stories with sound on, that would mean that 40% watch them with sound off. Asking influencers to caption their videos would be an easy way to increase view rate and impressions. In fact, a study also found that 80% of consumers said they’re more likely to watch videos when captions are available!
Regionally: Viewers tap forward more often on Stories with images
Influencers in Sweden experienced viewers tapping forward more often to get through Stories with images, compared to Stories with videos.
While it might seem like viewers are skipping through the influencers’ content, that’s not always the case. They may tap forward because they’re simply finished looking at the Stories — images are quicker to consume than videos after all!
Viewers who are actively watching Stories with videos are also more likely to stick around to watch the next frames.
Regionally: Viewers tend to tap backward slightly more often on Stories with images
Influencers across all tiers also experienced their viewers tapping backward slightly more often on Stories with images than they did with videos.
This means their viewers are willing to re-engage with their content, which helps them increase the number of impressions they get. It’s a good indication that the influencers are sharing content that’s interesting to their viewers.
inzpire.me insight 💡
When working with influencers, use their tap-back rates to pinpoint what engaged their viewers best. Was there anything noteworthy that they shared? You can replicate this with other influencers and even on your brand’s Instagram to improve your results.
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