Introduction
When you check your Instagram Story insights, you might see metrics like Forward, Next Story, or Exits. They can look confusing at first. So what does Forward mean? It simply tells you that a viewer tapped to move to the next slide in your Story. It helps you see how people react to your content and which parts hold attention.
What “Forward” Means on Instagram Stories
A “Forward” happens when someone taps the right side of your Story screen. That action skips your current slide and moves to the next one.
If it’s your final slide, that tap may move the viewer to another person’s Story.
A high number of forwards may mean:
- People are skipping too quickly (maybe bored).
- The slide is too long or packed with text.
But not all forwards are bad. Some users tap fast through all Stories. That’s why you should check other metrics like Taps Back, Next Story, and Exits before making conclusions.
Also Know:
What Does CF Mean on Instagram
Forward vs Next Story vs Share
Many creators confuse “Forward” with “Next Story” or “Share.” But each metric tells a different story about how viewers behave:
- Forward: When someone taps the right side of your screen to move to your next Story slide. They’re still watching your Story, just skipping ahead.
- Next Story: When someone swipes left to skip your entire Story and move to another person’s Story. That’s a stronger sign of lost interest.
- Share (or Send): When someone sends your Story to another person through DMs or reposts it on their own Story (if sharing is allowed).
So remember:
Forward = skip within your Story.
Next Story = leave your Story.
Share = send to others.
Tip: High forwards but low shares often mean your content doesn’t hold attention long enough to inspire sharing. High forwards with high shares can mean people are quickly skipping but still find the content worth sending to others.
Where to Find the Forward Metric
Here’s how you can see your Story metrics on Instagram:
- Go to your Profile.
- Tap the Menu (three lines).
- Tap Insights → Content You Shared → Stories.
You’ll see data like Taps Forward, Taps Back, Next Story, and Exits. These numbers show how people move through your Story slides.
Note: Only Business or Creator accounts can access detailed Story Insights. Personal profiles might show only basic views, not taps or exits.
If you don’t see these metrics, switch to a professional account under Settings → Account → Switch to Professional Account.
How Forward Fits Into Story Metrics (Discovery, Navigation & Interaction)
Instagram groups Story metrics into three main categories:
- Discovery metrics (like Reach and Impressions) show how many people saw your Story.
- Navigation metrics (like Forward, Back, Next Story, Exits) show how people move through it.
- Interaction metrics (like Replies, Shares, Link Clicks, Polls) show direct engagement.
The “Forward” metric belongs to the Navigation group. It helps you track movement how fast or how deeply people go through your Story sequence.
Why Forwards Matter (and What They Tell You)
The Forward count reveals how viewers move through your Story slides. If too many people tap forward quickly, it may mean they’re losing interest.
Ask yourself:
- Is my slide too wordy?
- Is there enough motion or clear focus?
- Did I delay my main point too long?
Common Causes of High Forward Taps:
- Text-heavy slides that take too long to read
- Visuals without a clear message
- Too many slides in one Story
- Lack of early hooks or energy
- Off-topic content for your audience
- Viewers simply speed-tapping through all Stories (which is common)
Always compare Forwards with Taps Back, Next Story, and Exits. That combination gives a full picture of audience attention.
How Forward Ties Into Story Retention
Your retention rate shows how many people watched until the last slide.
To find it, divide viewers on your last Story slide by viewers on your first slide, then multiply by 100.
Example:
If 2,000 people saw your first slide and 1,400 saw your last, your retention rate is 70%.
A high number of Forwards early in your Story can reduce your retention rate. Watching this pattern helps you fix drop-off points and keep viewers watching longer.
What Is a Good Forward Rate?
There’s no official “good” Forward rate it depends on your niche and audience.
Instead of chasing a number, compare your own slides:
- If one slide gets double the Forwards of your average, something about it lost attention.
- If most slides have consistent Forward numbers, your pacing and content flow are steady.
The best practice is to track your Forward rate over time, not from a single Story.
Additional insight:
Generally, creators aim for a Forward rate under 60–70% of total views per slide, but this varies widely by content type. Fast-paced, visual content tends to have lower forwards because it keeps attention. Educational or text-heavy Stories often have higher forwards, which isn’t always bad if your audience still engages later. Focus less on the number itself and more on how it trends week to week. Consistent improvement in the Forward rate means your content is becoming more watchable and better paced.
How to Lower Forward Taps and Keep Viewers Watching
Make your Story easy, fun, and quick to follow. The first two seconds matter most. Use motion, expressions, and simple text.
Here are proven ways to keep people from skipping too fast:
- Use polls, stickers, or question boxes to encourage interaction.
- Keep each slide focused on one short idea.
- Use clear captions and subtitles for viewers watching without sound.
- Break long points into short slides that build interest.
- Add transitions or suspense to make viewers curious for the next slide.
Extra tip: Try using subtle animations or moving text to guide attention. Add background music that matches your tone, upbeat for fun content, calm for tutorials. Repetition of a clear visual theme also helps viewers stay longer because they know what to expect. You can also pause between topics by using a “breather” slide something simple like a color screen or a short clip to reset viewer focus before moving on. Combining these design tricks helps reduce skip behavior and improve Story flow.
Story Metrics Table
| Metric | What It Counts | What It Means |
| Taps Forward | How many times people tapped right to move to the next slide. | Tells you if viewers are skipping quickly or losing focus. |
| Taps Back | How many times people tapped left to rewatch a slide. | Indicates high interest or replay value. |
| Next Story | How often people swiped to another account’s Story. | Suggests they lost interest completely. |
| Exits | When people closed Stories before finishing. | May show weak timing or irrelevant content. |
Other Metrics to Watch with Forward
Forward alone doesn’t tell the full story. Compare it with these:
- Impressions: Total Story views (including replays).
- Reach: Unique accounts that saw your Story.
- Replies: How many people replied directly.
- Shares: How many sent your Story to others.
- Link Clicks or Sticker Taps: How many took action.
If you have a high Forward count but also many Link Clicks or Replies, your content might still be effective; people just skip to the action. If Forwards are high and other metrics are low, your content likely needs better pacing or storytelling.
Using Forward Data to Improve Future Stories
Don’t panic about one Story’s numbers. Look at patterns over time.
Compare slide-by-slide performance: if one slide always spikes in Forwards, tweak it.
Test ideas like:
- Change the first word or headline.
- Add or remove text.
- Reorder slides to build interest.
- Try using shorter video clips.
This process testing, measuring, improving helps you build Stories that keep viewers from skipping.
Additional improvement ideas:
Keep a simple spreadsheet or note with your weekly Story performance. Track metrics like Forward, Back, and Next Story for each slide set. Over time, you’ll see what content style holds attention. You can also A/B test Stories: post two similar Stories at different times or with slight changes in color, captions, like Florida Captions for Instagram, Country Instagram Captions and or length. Compare which one has lower forwards or higher replies. This small tracking habit helps you learn your audience’s rhythm what time they watch, how long they stay, and what type of content keeps them watching all the way through.
Also, consider analyzing the first and middle slides most closely. The first slide sets the hook; the middle slides often cause drop-offs. Adjust visuals or pacing here to retain more viewers across your full Story set.
Conclusion
“Forward” on Instagram Stories means someone tapped right to skip to the next slide, not a share or save. It’s part of your Navigation metrics and shows how smoothly viewers move through your content.
To use it well, check Forward alongside Back, Next Story, Exits, and Retention rate. If your Forward numbers are too high, shorten your slides, add hooks early, and make them interactive. Over time, your Stories will hold attention longer and boost engagement naturally.
Frequently Asked Questions
Q: Can I See Who Tapped Forward on My Story?
No. Instagram only shows the count, not who tapped it.
Q: Does Forward Mean Someone Shared My Story?
No. Forward means a viewer skipped ahead, not shared it.
Q: Is a High Forward Rate Always Bad?
Not always. Some users tap quickly out of habit. Look at other metrics for context.
Q: What Does Forward Mean on Instagram Story?
It means a viewer tapped the right side of your Story to skip to the next slide.
Q: Why are My Forward Numbers High?
High forward counts usually mean people are skipping quickly. This can happen if your slides are too long, have too much text, lack a clear message, or don’t grab attention fast enough.
Q: How Can I Reduce Forwards on My Stories?
Keep your slides short and focused. Start with a strong hook, use eye-catching visuals, and add polls or stickers to make viewers interact instead of skipping.