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Teens lead Instagram Stories consumption & production

As Instagram Stories completed one year, the company’s internal data found that teens are the strongest consumers and producers of this format. Teens consume four times more Stories per daily active person than non-teens and produce 6X more Stories per daily active person than non-teens. These trends are noticed even while looking at individual countries, such as Japan, Spain and the US.

Stories now has more than 250 million daily users and the company’s data shows that it has also helped increase the amount of time people spend on Instagram. Users under the age of 25 spend more than 32 minutes a day on Instagram, on average while those age 25 and older spend more than 24 minutes a day, on average.

In the last month, over 50 per cent of businesses on Instagram produced an Instagram Story. One in five organic stories from businesses gets a direct message, Instagram highlighted.

People using Instagram Stories are more likely to click through to a friend, interest account or business than a specific location or hashtag.

Mentions make up over half of tags within stories, and they are more likely to be tapped on than location tags or hashtags.

In terms of the most used location tags, Indonesia’s capital Jakarta topped the list globally, followed by São Paulo, New York, London and Madrid.

Businesses have so far used Instagram Stories to:
• Play with time: use ephemerality to run limited sales or time sensitive deals
• Run promotions or contests: communicate and solicit feedback from the community
• Create tutorials & how to content: inspire new ideas or looks for their customers
• Encourage discovery: run teasers and other content to get people enticed by their brand
• Go behind the scenes: give their community exclusive, authentic footage

In the recent second quarter earnings call, Sheryl Sandberg, COO, Facebook said, “Instagram Stories are growing incredibly well and are, therefore, a big opportunity for marketers. From driving brand awareness to increasing sales, businesses can now use full-screen Instagram Stories ads for any goal. For example, Ben & Jerry’s created a brand awareness campaign using vertical video in Instagram Stories and saw a 14 point lift in ad recall and a two point lift in purchase intent for its new Pint Slices ice cream.”

Shubhi Tandon

Shubhi Tandon, Special Correspondent at Digital Market Asia, is fascinated by the evolving digital media industry, and has focussed on tracking developments in the field in Asia Pacific.
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