Instagram Stories remain one of the most powerful engagement tools on the platform, but are they still an effective way to grow your audience? According to Instagram chief Adam Mosseri, Stories are not designed for discovery. Instead, they are a retention tool, helping brands and creators connect with their most engaged followers.

So, how do you maximise the impact of Instagram Stories in 2025? Let’s break down Mosseri’s latest insights, Instagram’s ranking signals, key Stories performance benchmarks, and how to build a strategy that strengthens audience relationships and drives real results.

Instagram Stories: A Tool for Engagement, Not Discovery

Mosseri makes it clear: Stories are not the best way to reach new audiences. Unlike the main feed, where 50% of the posts users see now come from accounts they don’t follow, Stories are primarily surfaced to existing followers.

Adam Mosseri, Head of Instagram, Jan 2025

“For the vast majority of creators, posting to Feed is going to be the best way to reach as many people as possible because Stories are designed to connect people with their friends.”

This doesn’t mean Stories aren’t valuable. In fact, they are arguably more important than ever, but only if you use them in the right way.

Key Instagram Stories Performance Stats

According to the latest Instagram Stories Benchmark Report from Rival IQ:

• Brands post an average of 3-4 Stories per week.
• The median tap-forward rate is 67%, meaning two-thirds of viewers skip ahead rather than watch each Story fully.
• Story completion rates average 87% when five or fewer frames are posted.
• The best engagement rates come from brands that post Stories consistently rather than sporadically.

These stats reinforce the importance of keeping Stories concise, engaging, and interactive to maximise retention and interaction.

How Instagram’s Algorithm Ranks Stories

Instagram’s Stories ranking system prioritises three key engagement signals:

1. Taps – The likelihood that a user will tap on your Story
2. Likes – The likelihood that a user will like your Story
3. Replies – The likelihood that a user will reply to your Story with a direct message

Since Stories prioritise engaged audiences, these signals are critical. Users who consistently interact with your Stories are more likely to see future ones, creating a feedback loop of engagement.

How to Make Instagram Stories Work for Your Brand in 2025

Since Stories are about maintaining and deepening relationships rather than discovery, your approach should focus on driving interaction rather than just passive views. Here’s how to do it effectively.

1. Use Interactive Features to Boost Engagement

The more engagement your Stories generate, the more likely they are to be shown to your audience in future rankings.

• Polls & Quizzes – Low-effort ways to encourage quick engagement.
• Emoji Sliders – An easy, one-tap interaction that provides sentiment feedback.
• Question Stickers – Invite followers to engage in conversations.
• Countdown Timers – Great for launches, live events, and promotions.

Why it works: The Rival IQ report shows that Stories with interactive elements have higher retention rates and drive more replies, which boosts rankings.

2. Prioritise Authentic, Behind-the-Scenes Content

Since Stories disappear after 24 hours, they are ideal for more personal, raw, and behind-the-scenes content.

• Share exclusive previews before a product drops.
• Showcase day-in-the-life content to build personal connections.
• Use real-time updates for events or industry news.

Why it works: The report found that brands posting authentic, informal content saw better retention rates than those posting overly polished, promotional Stories.

3. Leverage DMs for Deeper Connections (and Sales)

Story replies (DMs) are the strongest ranking signal. Encouraging direct messages can also drive conversions.

• Offer exclusive discounts via Story DMs.
• Run Q&A sessions to encourage direct conversations.
• Share customer testimonials and invite responses.

Why it works: Stories that generate DM replies are more likely to rank higher in users’ Story feeds, ensuring future Stories get more visibility.

4. Post Strategically to Stay Visible

To maintain visibility, avoid posting all your Stories at once. Instead, spread them throughout the day to reset the algorithm and stay at the top of followers’ Stories feed.

Why it works: Brands that posted at optimal times (morning and evening) saw a 20% increase in completion rates, according to the Rival IQ report.

5. Use Highlights to Extend Story Lifespan

Since Stories disappear after 24 hours, Highlights help keep high-performing content visible.

• Product Demos
• Testimonials
• FAQs
• Behind-the-Scenes

Why it works: Brands that actively update Highlights see higher follower retention and profile visits compared to those that don’t.

Why Instagram Stories Still Matter in 2025

Even though Stories are not designed for reach, they play a crucial role in your overall Instagram strategy. They help:

Maintain audience engagement – Keeping followers interested boosts overall visibility.
Reinforce brand loyalty – Personal, interactive content builds deeper connections.
Drive direct sales – DMs via Stories can convert passive viewers into customers.

Instagram’s algorithm prioritises relationships over reach, and Stories are the best tool for nurturing those relationships.

Stories Play A Part, But With Caveats 

If you’re looking to grow your audience, focus on feed posts and Reels, where Instagram’s AI-powered recommendations can push your content to new users.

If you want to strengthen relationships and boost engagement, Stories should be your go-to strategy. Prioritise interactive, behind-the-scenes, and exclusive content, and leverage DMs to drive deeper connections and sales.

Instagram’s discovery game may be changing, but Stories remain one of the most powerful tools for audience retention in 2025.

Want more expert insights on optimising your Instagram strategy? Sign up for our latest updates and marketing tips.