Stories
Social MediaAlso: Instagram Stories · Facebook Stories · Social Stories
Quick definition
Stories are full-screen vertical content that disappears after 24 hours, available on Instagram, Facebook and TikTok. They function differently to feed posts and demand a different creative approach.
Where it shows up in the data
What it actually means
Stories sit in a separate tray at the top of the Instagram and Facebook app, outside the main feed algorithm. Users who have opted in to watch your content navigate there intentionally, which is why completion rates tend to be higher than feed engagement rates. The format is vertical, full-screen and designed for quick consumption — typically 5 to 15 second frames. Stories disappear after 24 hours unless saved as highlights. For brands, this creates urgency and a different content expectation: more raw, more conversational and less polished than a curated feed post.
Stories reward authenticity over production value in a way feed posts stopped doing years ago.
The Australian context
Instagram remains one of Australia's most-used social platforms, particularly for 18-44 year olds. Stories are especially effective for Australian retail, hospitality and professional services brands where relationship and trust are conversion drivers. The 24-hour format suits time-sensitive promotions like daily specials, limited stock alerts and event coverage.
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About New Rebellion
New Rebellion is a marketing intelligence consultancy. We build tools, score Australian businesses on how their marketing actually performs, and publish Debrief every day. This dictionary is part of how we work in the open.
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