We all are familiar with the term A store-within-a-store or a shop in shop. In the retail industry it refers to a status in which a retailer rents a part of the retail space to be used by a different company to run another, independent shop.
Stories feature on social platforms start to act as a Media within a Media in terms of having It own behavior, It own business models and a separate analytics concept.
Just to remind you — stories on social platforms are videos and images that appear outside of users regular feed and only last for some hours before they disappear. they can be organized into highlights / collections on some apps like Instagram for later viewing.
Stories provide brands with significant marketing values and benefits and are are based on a separate analytics perception that provides brands with a deep knowledge :
1. Exposure
Exposure and Discovery based on reach and impressions. Reach is the number of users that viewed your Story. Impressions represents the total amount of times your story was viewed
2. Navigation
Navigation Includes options such as : Forward Taps (Number of times users tapped to the next Story) , Taps Backward, Next Story Swipes (number of times users swiped to the next Story) , Exit Story Taps etc.
3. Interaction
This is the most valuable part . Here you can and should measure the following options :
Profile visits: How many times people visited your profile after viewing your Story.
Replies: number of users who replied to your Story.
Followers/subscribers: The number of new followers after viewing your Story.
Shared: How many times your Story has been shared.
Website visits: how many users clicked on the link on your profile after viewing your Story.
Users reactions following exposure to your story . actions such as calls, text messages, emails,
