Instagram posts continue to see a much higher reach rate than Stories.
Higher tap-back rates helped boost retention, but flat reply rates and increased exit rates balanced those successes to keep this critical metric flat for brands across the board. Stories are competing with Instagram posts as well as YouTube and TikTok for eyeballs. Your Stories (and posts!) are reaching a smaller percentage of your followers compared to last year. Flat isn’t bad, but it’s not growth either.
For the first time in our reporting history, brands posted about as many Stories as in 2021.
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