Between January and March 2019, we tested Stories on Facebook and Instagram across our clients’ accounts. We were interested in how Stories’ reach and exposure compared to the classic feed (wall) and the engagement of posts in it. The conclusions from the study, which I presented on April 11th at the Internet Advertising Conference, are very interesting.
Facebook Stories
Given that neither the media nor experts pay much attention to this format, we were curious whether Stories on Facebook are really as useless as it may seem. But the reality is completely different!
According to our study, Facebook Stories have home owner database an average opening rate of 4.5% (ratio of openings vs. fans). The highest ratio was 12%, the lowest was 1.5%. The engagement rate for posts on given Facebook pages was on average 3.5% .
The highest was 6.7%. According to Hootsuite, the global benchmark is 3.9%. The conclusion is clear. Facebook Stories is a format that will gradually dominate in terms of effectiveness over posts over time, given the gradual global trend of decreasing organic reach of posts.
Instagram Stories
If we look at Instagram, Stories are being talked the 35+ best sales training programs in the world [2025] about more and this topic has been resonating lately. The reasons are justified. In our study, we found that the ratio of Instagram Stories opening to the number of fans is 29.6% on average .
We measured the highest at 46.21%, while the global average is around 11.3%. Taking into account the fact that the engagement rate of posts on the Instagram feed was measured at 9.45% on average and the global average is around 2.7%,
we see that the effectiveness of interaction is 3x higher within Stories. Once again, this confirms the great interest in this format among users.
Facebook and Instagram – paid Stories
Another phenomenon of this time is paid Stories. Although it has been known for a long time that their CPM is very low, companies worldwide still spend more than 70% of their budget on supporting the reach of posts on the wall.
What may be very surprising is that approximately 20 thousand CZK can be enough to reach the entire Czech Instagram . The cost per thousand views is often around 10 CZK.
The cost per thousand views on the wall on contact lists Instagram is then on average 25 CZK. Instagram Stories is therefore the cheapest brand format today, also due to its interesting click-through rate (around 0.2% on average).