For years, the term “forward” in the digital world mainly referred to sharing, like forwarding an email, message, or even a chain letter (remember those?). It was all about passing something along. But as platforms evolve, so does their language.
If you’re active on Instagram—especially in the fast-moving world of Stories—you may have come across the term “forward” in a completely different way.
So, what does forward mean on Instagram, especially in your analytics? As a digital marketing expert with over a decade of experience, I know how crucial it is to understand platform-specific terms like this to improve your content and connect more deeply with your audience. On Instagram, “forward” doesn’t mean sharing—it’s about how users interact with your Story content. Let’s break it down.
What Does Forward Mean on Instagram Stories? The Core Definition
On Instagram Stories, “forward” refers to a specific viewer action:
When someone taps the right side of the screen while watching your Story, it means they’re skipping to the next photo or video in your current Story sequence.
Think of your Story like a slideshow. Tapping forward is the equivalent of hitting “next.” The viewer isn’t exiting the Story or sharing it—they’re just moving past the current segment to see what’s next.
Instagram tracks this behavior under its Insights analytics, usually in the “Navigation” section. You’ll see it labeled as “Taps Forward” or just “Forward.”
Why This Metric Matters: What Taps Forward Tell You
Now that you know what “forward” means on Instagram, let’s talk about why it’s important.
A high number of taps forward on a particular Story segment can signal that something isn’t quite right. While it’s natural for viewers to skip through content quickly, frequent skipping on specific frames might indicate:
- Low Engagement: The content wasn’t engaging or relevant enough to hold attention.
- Too Long or Slow: The segment might feel drawn out or sluggish.
- Viewer Impatience: They’re rushing through but still curious enough to stay on your Stories.
- Repetition: If the content is repetitive or already clear, they may skip it to save time.
This data helps you identify which parts of your Story might be turning viewers off, so you can adjust and improve.
Forward vs. Next Story: What’s the Difference?
It’s easy to confuse “Forward” with “Next Story”, but they reflect different viewer behaviors:
- Forward (Taps Forward): The viewer skips to the next part of your Story. They’re still engaged, just moving through quickly.
- Next Story: The viewer swipes left to skip your entire Story and go to the next user’s Story. This often means they’ve lost interest in your content entirely.
From a strategy standpoint, Next Story is a bigger red flag than Forward. If people are tapping forward, they’re still watching your Story—just not every second of it. If they’re skipping to the next user’s Story, you’re likely losing them altogether.
>>> Learn more: What Does Next Story Mean on Instagram Story
How to View Your “Forward” Data on Instagram
To see “taps forward” and other Story metrics, you’ll need a Professional (Business or Creator) Instagram account. If you’re using a personal account, switch to a professional one to access Insights.
Here’s how to view the data:
- Go to your Instagram profile.
- Tap the three horizontal lines (top-right corner).
- Select Insights.
- Under Content You Shared, tap Stories.
- Browse through your recent Stories and tap on one to analyze.
- On the Story’s insights page, find the Navigation section.
- You’ll see metrics like Impressions, Reach, Back, Forward, Next Story, and Exited.
For active Stories, you can also swipe up while viewing your own Story to see a quick snapshot of these insights.
Understanding what forward means on Instagram is a fantastic starting point, but to truly master Story analytics, you need to grasp the entire “Navigation” category. For a broader knowledge of Instagram navigation, check out our previous article: Decoding Instagram Navigation Meaning: What Your Audience’s Taps and Swipes Tell You
Go Beyond “Forward”: Other Key Instagram Story Metrics
Understanding what “forward” means is a great start, but to analyze your performance, consider these additional Story metrics:
- Back (Taps Back): Shows when users tapped left to rewatch the previous slide—often a sign of interest.
- Exited: Indicates when users closed the Story viewer completely.
- Impressions: Total views, including repeats by the same user.
- Reach: Number of unique accounts that saw your Story.
- Replies: Direct messages sent in response to your Story.
- Swipe-Ups / Link Clicks: Tracks link sticker activity—key for traffic goals.
- Sticker Taps: Measures engagement with interactive stickers (polls, quizzes, tags, etc.).
- Follows: New followers gained from that Story.
Looking at these metrics together gives a clearer picture of what’s working—and what’s not.
How to Reduce High “Forward” Taps: Practical Tips
Now that you understand the metric, here’s how to reduce excessive forward tapping and boost engagement:
- Hook Early: Start each slide with eye-catching visuals or bold headlines to pull users in.
- Be Brief: Stories move fast—get to the point quickly. Avoid long videos or walls of text.
- Use Visual Variety: High-quality images, videos, filters, and editing make a difference.
- Add Interactivity: Use polls, sliders, or questions to encourage viewers to stay engaged.
- Create Curiosity: Build your Story in a way that makes people want to see what’s next.
- Analyze Individual Slides: Identify which slides cause drop-offs. What’s on them? Was it dull, too long, or off-topic?
- Experiment: Try different formats—images vs. videos, placement of stickers, use of music, etc.—to find what works best.
Final Thoughts
So, what does forward mean on Instagram? More than just a definition, it’s a window into how your audience is experiencing your content.
A high number of “forward” taps is a valuable indicator—it tells you where people are losing interest. By reviewing this metric alongside others like “Back” and “Next Story,” you can make smarter decisions, craft stronger Stories, and keep your audience more engaged from beginning to end.
In the fast-paced world of social media, your data is your guide. Use it to sharpen your strategy and elevate your presence.
As a marketing expert and blogger with over 10 years of experience, I share insights like these to help you grow. For more tips, visit henryduy.com and let me know—what’s your biggest challenge with Instagram Story metrics? Drop a comment below!
