Instagram Stories Stats: Post vs. Story, IGTV, Instagram Live

Since its establishment in October 2010, Instagram has become much more than just a photo-sharing platform. Over the past decade, it has launched new and exciting formats, such as Instagram Stories and IGTV.

The latest Instagram Stories stats suggest that this feature has become such a powerful tool for connecting with followers and customers. Despite being relatively new, Instagram Stories are so popular and engaging due to the use of questions, stickers, polls, and effects.

If you’re planning a marketing strategy for 2021, the following statistics will show you the benefits of using Instagram Stories for your business.

Top Instagram Story Trends: Editor’s Choice

  • More than 500 million people use Instagram Stories daily.
  • 86.6% of Instagram users post Stories.
  • 36% of businesses use Instagram Stories to promote their products.
  • 70% of Gen Zers and 59% of millennials watch Instagram stories.
  • 61% of people use Instagram Stories to see what their friends are currently doing.
  • Nearly 15–25% of people swipe up on the links to check products.

General Instagram Stories Stats

1. More than 500 million people actively use Instagram Stories.

The number of people using this feature has grown considerably over the past few years. In 2018, the number of Instagram Stories’ daily active users was nearly 400 million. Surprisingly, Snapchat—the pioneer of this format—counts only 190 million daily users. As the data demonstrates, Instagram is way more popular than any other platform out there.

2. 86.6% of Instagram users post Stories.

Nowadays, almost everyone uses Stories to watch or share personal photos and videos. Instagram statistics show that this feature has become viral among all Instagrammers. Moreover, 39% of users become interested in a product after watching a Story featuring it.

3. 36% of businesses use Instagram Stories to promote their products.

Around one-third of marketers use Instagram Stories every day for product promotion. Instagram Stories stats from 2021 show that some companies embrace this format to give their customers an “inside look”—the brand posts a preview of a product and a link to see the full version.

4. 70% of Gen Zers and 59% of millennials watch Instagram Stories.

Millennials and Gen Zers are fond of this format more than any other generation. Instagram Stories usage statistics show that Gen Zers slightly prefer Snapchat (72%) to Stories. On the other hand, millennials favor Stories (59%) over Snapchat (52%). However, the two generations agree that Facebook is the least popular social network.

5. 61% of people use Instagram Stories to see what their friends are currently doing.

A study by Facebook reveals why Instagram users watch Stories. Instagram Stories users are primarily interested in what their friends are doing. Moreover, 58% of them watch Stories to see new and authentic content from influencers and brands. A third reason is that 55% of people want to enjoy funny content.

Some brands offer their Instagram Story viewers a swipe-up ad option where it’s possible to find a preview of a product or service. Especially in the last few years, the swipe-up feature has had an enormous impact on consumers. Undoubtedly, this kind of promotion will have even higher engagement rates in the future.

All About Instagram Stories

7. One third of the most-viewed Instagram Stories come from companies.

The Instagram Stories format is highly successful among brands—50% of businesses post at least one Story every month. While users adopt Instagram to express their creativity, connect with family and share their daily life with others, companies create Instagram Story engagement, conversions, and brand awareness.

8. The fitness industry is the most active on Instagram Stories.

Instagram Stories got widely accepted by most industries—fitness in the first place. Highly appreciated by most followers on Instagram, the fashion industry places second. However, the food, drink, and travel sectors are the least active on Stories.

9. The top-performing Story ads have 2.8 seconds per scene.

On average, the best-performing ads have shorter scenes, compared to 4.1 seconds for lower-performing ads. According to Instagram advertising stats, breaking down a long video into different scenes can be more effective. The most critical aspect is retaining people’s interest while working on a much shorter ad.

10. In 2020, the average Instagram Story length was 7.4 frames.

The Instagram Story length in 2019 was 7.7, slightly higher than in the following year. Understandably, there was a decline in publishing Instagram Stories. This number will probably continue to decrease in the long run.

11. 70% of people prefer watching Instagram Stories with the sound on.

Unfortunately, audio on Instagram is not automatic. The average number of Instagram followers claim that they have to manually turn the sound on to listen to their favorite brands and influencers. Stories with activated sound ensure more engagement with the audience, create a better experience, and are crucial for storytelling.

12. Since the launch of Stories, users have spent up to 28 minutes on Instagram per day.

Instagram followers stats show that users have spent more time on the network since the launch of Stories. Before introducing the new feature, the average daily time spent on the platform was between 15 and 21 minutes.

13. Influencers earn between $43 and $721 on Instagram Stories.

Nowadays, being a social media influencer can give a lot of benefits, especially on Instagram. According to Instagram popularity statistics, influencers can gain money from their Stories if they have more than 1,000 followers. The amount of money earned per story increases depending on the number of followers—a celebrity can earn up to $721.

Instagram Post vs. Story

While posts have existed since the foundation of Instagram in 2010, the Stories format is only five years old. The presence of polls, questions, stickers, and funny effects makes Stories very engaging, but the following Instagram Stories facts reveal that’s not enough.

14. While 54% of marketers use Instagram Stories, 46% post on their feed.

With the overwhelming success of Instagram Stories, it’s surprising how brands still prefer posts. If we compare Instagram Story vs. feed, we can tell that Instagram Stories have a long way to reach their full potential, as it’s a relatively new feature.

15. Instagram Stories get only 19% of the total impressions.

On the other hand, posts contribute to 81% of impressions. However, Instagram Story stats show that this format can be an addition to boosting engagement, thanks to the possibility of replying and sharing Stories with other users.

16. The average engagement rate of posts is between 17.2% and 32%, compared to the 4.2%–11.3% rate of Instagram Stories.

The reach rate of posts on Instagram is way higher than that of stories. As the number of followers increases, the difference in engagement rate between posts and Stories drops—reasonably, brands with more than 200k followers have less loyal customers than a smaller company.

IGTV and Live Instagram Statistics

IGTV is one of the newest features on Instagram, introduced in 2018. These videos can be up to an hour in length. The format is very similar to YouTube—users share their unique videos on their Instagram channel.

17. In the first 18 months since its launch, IGTV had 7 million downloads.

IGTV statistics reveal that this feature wasn’t as successful as expected. At that same time, TikTok had 1.15 billion downloads worldwide, growing 80 times more. On the other hand, IGTV videos’ download rate decreased considerably, counting only 1.1 million downloads.

18. Tekashi 6ix9ine broke the record for the most viewed live on Instagram.

The rapper surpassed the highest IG live of 300,000 views, formerly held by Drake and Torey Lanez. During his life, the rapper talked about his time in jail and explained how his sentence got reduced.

Instagram Stories Stats: The Takeaway

Since the launch of Instagram Stories in August 2016, the platform has become more popular—over 500 million people use this feature every single day.

These Instagram Story trends affect both businesses and regular users and influencers. Many brands use this format to generate more engagement with their customers and brand awareness. Stories are a potent tool for businesses, as they can increase leads and sales thanks to reactions, special effects, links, previews, and many other exciting features.

Frequently Asked Questions

How long are IG Stories?

Instagram Stories have a 15-second limit per Story. However, it’s possible to post videos that are longer than 15 seconds. Instagram will automatically crop the video into different Stories, all having the same durability. Nevertheless, this applies to all videos that are shorter than a minute.

How long do Stories last on Instagram?

Content posted on Instagram Stories can last for a maximum of 24 hours. After that, the media will disappear from the feed and profile. However, users can choose to add the images and videos shared to Story as highlights.

What time is Instagram most active?

The best time to post on Instagram is during lunchtime (from 11 AM to 1 PM) and in the evenings (from 7 PM to 9 PM). Scheduling posts can be a good strategy if you don’t want to take care of them during your free time, but you still want to reach your audience during the most active hours.

When did Instagram Stories launch?

Instagram Stories launched in August 2016. This feature is similar to its competitor and pioneer Snapchat. Furthermore, it allows Instagrammers to post their photos and videos for a maximum of 24 hours.

Who has the most followers on Instagram?

In January 2021, Portuguese footballer Cristiano Ronaldo had the most popular account on the platform, with around 258.7 million followers. He’s only second to the Instagram official account that counts nearly 385 million followers in total.

How many Instagram Stories are posted per day?

More than 500 million accounts use the Instagram Stories format every day. Instagram Stories stats show that at least 86% of people post images and videos to their Stories. It’s clear that, nowadays, Stories are the most popular format among Instagrammers.


Business Insider, Business Instagram, Creative Inc, Embed Social, Facebook, Hitc, Klear, Marketing Charts, Marketing Land, MediaKix, MeltWater, Rival IQ, Social Bakers, Social Media Week, Tech Crunch, WishPond