InAppStory’s 2024: Growth, Engagement, and Highlights

This year, InAppStory reached audiences that rival whole countries. But what does that actually mean for the industry? Let’s focus on the essentials: the numbers behind user engagement, the trends that emerged, and what marketers, product managers, and business owners can take away from it all.

Daily Audience Comparable to a Country

Every day, 25 million people view stories created through InAppStory. That’s equivalent to the population of Australia. On a monthly scale, this number grows to 160 million — nearly 2% of the world’s population. It’s clear that in-app stories have become part of daily life.

Some brands use stories to announce a new product line, while others run short quizzes that address common customer questions. The popularity of these formats shows that users aren’t just scrolling and forgetting — they’re actively interacting, exploring, and returning for more.

More Content, More Chances to Connect

In 2024, the number of stories created by InAppStory’s Creative Studio doubled compared to the previous year. That’s a clear sign of a broad trend: brands are trying out new formats, testing what works, and adapting along the way. 

The result? Audiences see fresh and relevant content that keeps them engaged. Continuous experimentation helps everyone involved: companies learn which tones or visuals resonate, and users find something new each time they visit.

Games as a Practical Engagement Tool

In 2024, InAppStory introduced Instant Mini-Games Studio that made it easier to add interactive experiences without coding. Throughout the year, about 600 mini-game campaigns went live. All together, they reached around 7 million participants. Instead of just scrolling, people now have a reason to play and stay.

But new tools mattered too. InAppStory created 20 new games, including 5 ready-to-use mini-games:

• Mystery Boxes
• Memories
• Advent Calendar
• Match-3
• Sorting

Teams could now:

• Adjust visuals and backgrounds
• Tweak difficulty levels
• Set the number of attempts
• Integrate loyalty programs and rewards

These changes helped users stay longer and return more often. Built-in analytics also offered clear feedback on what was working. 

In short, these mini-games weren’t just another feature. They helped keep people interested, learn what audiences care about, and guide future engagement efforts.

Platform Enhancements That Shape the Future

This year, InAppStory made several changes designed to give teams more flexibility and control.

• CDP add-on: Now you can pull data from your Customer Data Platform to tailor content based on actual user behavior. It’s a direct line to building more relevant stories that resonate with different audience segments.
• VoD integration: Video on Demand can now appear right inside your stories. No extra steps, no external links. Users get richer, more engaging experiences.
• New SDKs (Flutter, React Native, React): These make life easier for developers. They can integrate stories more quickly and spend less time on compatibility issues.
• In-App Messaging (Coming Soon): By the end of the year, you’ll be able to send event-triggered, personalized messages right inside the app. Use fullscreen banners for major announcements, bottom sheets for subtle prompts, or modals for focused actions. 
   

A Truly International Presence

Over the year, InAppStory took part in 7 industry summits across Dubai, Lisbon, Berlin, Barcelona, Madrid, Rio de Janeiro, and Doha. 

Meeting professionals face-to-face in these diverse places is about learning how different regions think about user engagement and what cultural nuances affect how people respond to stories. These on-the-ground insights help shape strategies that resonate in one market and adjust naturally to the next.

The company’s global appeal became even clearer this year. In total, 26 new clients joined InAppStory from around the world, including well-known brands such as ToYou, HUMANS, NIS, and Dyne.

It’s more proof that in-app storytelling works across borders, languages, and market types. Whatever your industry — whether it’s retail, fintech, or travel — the idea is consistent: people appreciate content that doesn’t waste their time and is interesting enough to hold their attention.

What’s Next?

Next year, InAppStory plans to keep delivering content that feels simple, relevant, and worth a user’s time. The numbers — 25 million daily viewers, 160 million monthly — are big, but what matters more is that people return. They’re not dropping by once; they’re coming back again and again because they find something useful.

For marketers this points to a steady, thoughtful approach rather than one flashy campaign. The data from 2024 shows that clear, well-planned content can do more than boost views. It can build trust, spark interaction, and turn passive audiences into regular visitors. In other words, it’s not just about getting attention. It’s about earning a place in someone’s daily routine.