2020年Instagram Stories基准报告（英文）

© 2020 Conviva. All Rights Reserved. 12020 Instagram StoriesBenchmark ReportCONVIVA SOCIAL INSIGHTS© 2020 Conviva. All Rights Reserved. 2Instagram Stories continues to be a social focus for brandsInstagram Stories is one of the most popular social platforms in use by brands today. More than half of Instagram’s one billion plus users are consuming Stories daily, according to Instagram. This third iteration of the annual Conviva Instagram Stories Benchmark Report tracks the evolution of consumption for Instagram Stories through the lens of industry verticals and sub-categories. For additional context, Q1 2020 was compared to Q1 2019. This report includes analysis of over 920 top Instagram accounts, over 28,700 stories, and over 165,000 individual frames to determine the latest publishing and user engagement trends across four industry verticals:•Sports•Media•Entertainment•BrandsIn 2020, more than any other year prior, Instagram has made an effort to give brands, businesses, and creators more tools, especially in the form of stickers, to succeed on Instagram Stories. Some of the enhancements and changes Instagram has enabled over the past year are documented in this report. This report also provides social media marketers with data-backed, creative recommendations on how improve the results of Instagram Stories campaigns.© 2020 Conviva. All Rights Reserved. 3© 2019 Conviva. All Rights Reserved. 3HighlightsMore people are interacting with Instagram Stories compared to a year ago as evidenced by an increase in overall reach rate. Despite an increase in reach, publishing of Instagram Stories decreased slightly in 2020 as stories per week and frames per story declined from 2019 averages. Consumption remained high as completion rate increased for the third year in a row, as tapping through stories has become second nature for users. Other highlights include:•Stickers have become an integral part of Instagram Stories as Instagram rolled out new sticker functionality at a rapid pace in 2020. •Sports accounts posted the highest completion rate and highest reach rate among categories for the third year in a row. Sports posting was down considerably from the year before in a quarter that saw most professional sports leagues postpone their season in early March. •Among sports accounts, college sports maintained the most engaged sports audience for the second year in a row, with 12.3% average reach rate. •Led by global news, as the global pandemic emerged media overtook sports as the category that posted most frequently, posting 2.7 stories a week on average. •Local news maintained the highest reach rate among media categories. •Among entertainment accounts, TV shows maintained a significantly higher reach rate than their partner network/channels while internet-first entertainment channels recorded the highest reach rate for the category at 10%. •Reach rate for accounts drops significantly once accounts get more than 50,000 followers. •The only time people