Global tap back rate of brand Instagram stories 2019
In 2019, the top 25 percent of brands on Instagram had a tap back rate of 4.6 percent on their stories, up from 4.3 percent in the previous year. Additionally, brands in the bottom 25 percent had a tap back rate of 2.3 percent in 2019, up from 2.2 percent in 2018. A tap backward on an Instagram stories post indicates that the viewer wanted to return to the previous image for another look.
