What’s new in the performance of Instagram Story content in 2022?

In today’s digital landscape, TikTok is gaining momentum. So of course, the most popular platform to date – Instagram – is constantly looking for ways to adapt to the growing demands of video content consumption, and to keep its users anchored with innovative features.

To cope with the competition, Instagram is looking for new ways to reinvent itself – the proof is the replacement of IGTV with the new Instagram video format.

Although this change seems to be appreciated by the users of the platform, the two most popular functions (at least for now) remain the Reels and Stories type. Maybe because of the shorter viewing time.

Of the two, at present, Romanian brands still make use mainly of Story-type content. This is probably because these are the posts with the highest conversion rate, both organic and sponsored content.

That’s why adapting to trends is essential. As consumer needs change, the way marketers use social networks and the functions that exist in them needs to be optimized according to current habits.

Because global trends are important in predicting and understanding local trends, we’ll take another look at how the use of Story content has changed in 2021.

1. Brands with a large number of followers have doubled their use of Instagram Story

The reason Story is so popular is because of its ephemeral nature and its ability to generate FOMO.

This is probably the reason why the use of Instagram Stories has increased considerably over the past year, in massive percentages even for big brands.

According to a study conducted by Socialinsider, brands use Story content as follows:

  • small accounts (less than 5,000 followers) post an average of 5-6 Stories per month, and those with up to 10,000 followers post between 6-7
  • the average accounts (between 10,000 and 50,000 followers) have a frequency of 15-16 Stories per month, and those with a size of 50,000-10000 followers) between 28-29
  • large accounts (over 100,000 followers) post an average of 40-50 Stories per month

If in the case of small brands, the average number of Stories per month is not much higher than last year, the situation does not apply to the largest ones.

However, such results can be explained by the marketing budgets allocated by brands – which are in line with their degree of expansion.

2. Story posts have a significantly lower reach rate compared to feed posts

With new features introduced by Instagram, communicators need to look closely at changes in user behavior to understand in what direction their social media strategy should be changed and adapted to new trends.

It is interesting to note how such a change in brand behavior – doubling the number of Instagram Stories – is reflected in the metric levels on which marketers evaluate social media performance, such as reach and engagement.

Surprisingly or not, Story-type content manages to reach only half the reach potential of feed posts.

3. Posting up to 5 Stories per day ensures a 70% retention rate

The reason why Story-type content is so popular among brands today is to make the storytelling process easier.

But because the attention span of users increases from year to year, brands need to optimize their budgets and create content only and as much as needed.

With each Instagram Story added, the follower retention rate decreases, and as the data shows, posting up to 5 Stories per day ensures a 70% retention rate.

Consistency is key, indeed. But on the other hand, no one appreciates spam.

4. Users stay more anchored in Video Stories

Whether we are talking about feeds or stories, diversity in content is desirable.

At the moment, brands are trying to offer diversity in their Stories, posting images and video content in equal proportions.

However, when it comes to taps-forward rates, video content, being more dynamic and immersive, is better able to capture users’ attention. As a result, the forward taps rate is 0.80% higher for images.


With Reels and TokTok gaining momentum, there are many changes in the digital landscape throughout 2022. To what extent this will affect the Romanian marketing scene is not yet very clear, but quite likely.

Even globally, many brands are still reluctant to push content for TikTok.

But certainly in any direction Instagram would go in 2022, we can trust data will reveal.

Source: IQads by www.iqads.ro.

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