In the Instagram Top content section, we list the 6 top performing stories for the selected period. By default, the criterion is reach but you can change it and order it by engagement or impressions, too.
For each of the listed stories we also show its top metrics:
reach: number of unique Instagram accounts that have seen the story
impressions: total number of times the story has been seen (not unique users)
engagement: number of replies (comments) on the story *
engagement rate per reach: Total engagement divided by total reach
engagement rate per impression: Total engagement divided by total impressions
(* number of replies might be affected by the change in Instagram API from December 2020 - learn more)
If you click on a given story, you will get into its detail view, where some additional metrics are available:
taps back: number of taps to see this story's previous photo or video
taps forward: number of taps to see this story's next photo or video
exits: number of times someone exited the story
In this part, only Instagram stories are displayed - to see the top performing posts, click Content --> Global in the top bar.
A few things to keep in mind:
Story metrics are only available for Stories with at least 5 viewers. If your Story doesn't get 5 viewers during the first 24 hours, there won't be any Insights for this Story
Story metrics are only calculated for the first 24 hours after publication
Story previews are no longer available after 24 hours
no additional metrics are captured when a Story is sent to Highlights or is archived
Syncing Story Insights can be a bit tricky, so we've made a small cheatsheet to help you understand:
