Instagram Stories becoming shorter and less popular

Rob Clapp

An overview of the use of Instagram Stories by industry accounts between 2018 and 2020.

Instagram Stories are being used less in 2020, according to analysis from social and streaming intelligence platform Conviva. This year, industry accounts posted an average of two and a half Stories per week – an increase from 1.9 in 2018 but a decline from 3.0 in 2019.

All four industry verticals are using Instagram Stories less this year when compared to 2019 levels. Brand accounts are using the feature least, with an average of 2.3 Stories per week, compared to 2.7 for media accounts.

When industry accounts do post Instagram Stories, these are often shorter than in previous...

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