New Data: Sports Organizations are Crushing It on Instagram Stories

Today's Action

All times are EST unless otherwise noted. Odds/lines subject to change. T&Cs apply. See for details.

Photo Credit: Jayne Kamin-Oncea-USA TODAY Sports

(Conviva is a proud partner of Front Office Sports)

Instagram Stories consumption has grown more than 100% in the past year, with approximately 500 million users consuming them daily in the first 6 months of 2019. 

Most sports organizations with a social audience are getting involved at this point, but many have gone all in. The ability to provide behind the scenes content, share links, videos and connect with fans on a more personal level has driven their social engagement through the roof. 

SEE MORE: Why a Recent Acquisition Will Lead to Changing How Digital Video Is Measured

Conviva just published its latest Instagram Stories Report, analyzing 300 top performing accounts and 13,000 stories to determine what’s working and what’s not with this relatively new marketing vehicle. Below are some highlights as they pertain to the world of sports business.

  1. Sports fans are more committed. They will watch an Instagram story to completion 86% of the time, a 9% increase from 2018. This is a higher rate than those among followers of brands, media outlets, and entertainment properties. 
  2. They watch longer. The average length of an Instagram story among sports/esports teams, leagues, and sporting events is 8.4 posts. This is also longer than the average among brands, media outlets, and entertainment properties. 
  3. College, pro and esports teams have different engagement. Between professional teams, college teams, and esports teams, college teams have the longest stories on average (11.3) and the largest average reach rate on their stories at 14.1% of their audience. Esports organizations have the largest average completion rate at 89%. 

While the story includes numerous benchmarks related to the sports industry, it also includes tips and tricks that IG Stories accounts can do to increase their reach. One suggestion: post longer stories, between 15-25 frames. While that may seem like a lot, NCAA Volleyball has seen this strategy pay dividends over the past year. NCAA, a Conviva Social Insights customer, switched from a 10 frame story average to 30+ frame story average strategy. 

This graph represents the unique reach of individual Stories created by NCAA Volleyball through 2018-2019.

Chris Dion, NCAA Associate Director of Digital and Social Media, said “Conviva Social Insights has made investing resources and time into Instagram stories a no brainer. By seeing the data day in and day out, we continue to see growth and consumption of our content, and it’s very easy to adjust on the fly. This year, we’ve worked more closely with our takeover teams to give them even better indicators as to what works best when executing an Instagram story on our account and thus the growth continues.”

And that’s just a preview. To get an in-depth look at the report and better understand how to maximize engagement with Instagram Stories, download the report here.

SEE MORE: Video: Winning Strategies for Increasing Engagement on Instagram Stories