Instagram debuted Stories in August 2016, and by March 2017, businesses of all sizes were allowed to run ads alongside the ephemeral content format.
However, despite the theoretical lack of barriers for smaller brands looking to capitalize on Stories ads, a recent study found that larger companies still enjoyed many advantages.
Software-as-a-service company Socialinsider—which offers marketers an analytics tool covering Facebook, Instagram, Twitter and YouTube—examined 135,976 Instagram Stories from 2,548 business accounts and shared its findings.
The study found that, on average, brands posted Stories on seven days each month, but follower size was a factor.
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