Brands See Declines In Organic Reach On Instagram

Rival IQ's "2022 Instagram Stories Benchmark Report" finds followers are less inclined to search for a brand via Instagram organically, and audience attention lessened as it spread across Meta Platforms' (formerly Facebook) added video sections to Instagram.

According to the report, brand accounts of all sizes experienced a decline in average reach rate for their Instagram stories (posts that disappear in 24 hours), and brands with 10,000-50,000 followers saw the steepest drop from 5.4% in 2020 to 3.3% in 2021. Instagram posts also declined, but not as much as Instagram stories.