If you're over 40 there's a pretty good chance that social Stories, first made popular on Snapchat, are a bit of a mystery (or maybe it's just the author -Ed.). These linear collections of content (a.k.a. "story") are becoming more popular with marketers and seem to have good retention rates once they are opened.
But first they need to be viewed. Here we see that post reach is consistently higher than stories:
Once stories are opened, however, they have great retention rates. After five “frames” (part of a story) the retention rate is still 70%. Users tend to tap on stories to see what’s next and this means that, if marketers can get users to open them, stories can tell a full, well, story.
Also, we can see that most marketers are putting three frames into their stories. Based on the tap forward rate it might make sense for marketers to include even more since the drop off isn’t large and likely the most engaged users are the ones you are trying to talk to anyway.
There are more insights in the full report and it’s recommended for anyone looking to branch out into Instagram stories.