63% of consumers tap through six or fewer pages on Instagram Stories

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 30, 2020, 6:49 PM UTC

HubSpot surveyed 350 people to understand consumers’ favourite Story formats and ideal Story length. 

With 500 million daily users on Instagram Stories in 2019, the platform is more popular than other similar platforms. The survey revealed that Stories made up to seven or fewer pages are the most engaging with 34% of users saying they will tap through four to six pages on average.

More than one-third of consumers will tap through Stories with more than seven pages, with 20% saying they will tap through Stories with ten or more pages. The survey further found that 35% of users prefer short narratives with a mix of photos, text and videos.

Quiz or Poll stickers were also among the most popular formats. But brands can try mixing multiple elements on their Instagram articles to cater to users who don’t have any format preferences. 

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