How do we calculate the average impression per user of Instagram Stories?
The average impressions of your Stories for a user is the total number of views divided by the number of unique viewers. In other words, it’s the average number of times someone has looked at your Story.
A quick reminder:
- Impressions = total number of views of your Story
- The same person can see your Story several times, and each viewing counts.
Let’s take a concrete example:
Let’s say you post a Story about your beach vacation:
- 500 followers see it once
- 250 followers see it twice
- 50 super fans see it three times
Calculation :
- Total impressions: (500 x 1) + (250 x 2) + (50 x 3) = 1150
- Number of unique spectators (reach or coverage): 500 + 250 + 50 = 800
- Average impressions: 1150 / 800 = 1.44
Result On average, each person saw your vacation story 1.44 times!
Tip : A high rate of average impressions can indicate captivating content that your followers love to revisit. Try creating Stories that make you want to revisit!
