Back in August 2016, Instagram introduced its ‘Stories’ feature, taking clear aim at Snapchat. Instagram Stories offer many of the same features as Snapchat, such as filters, hashtags, and text or drawing tools. At first, people were sceptical—after all, Stories were Snapchat’s bread and butter. Could Instagram really compete?
Fast forward 9 years, and Instagram Stories had reached an impressive 500 million daily users. To put that into perspective, Instagram Stories now outstrip Snapchat’s user base by a considerable margin. For many users, Stories have become the best-loved part of the app. The appeal lies in their authenticity—Stories often feel less polished and more ‘in the moment’ compared to Instagram’s main feed.
Whether you’re an e-commerce brand, influencer, content creator, or small business owner, Instagram Stories offers a brilliant way to build brand awareness and connect with your audience.
What is an Instagram story?
An Instagram Story is a feature that allows you to share photos or videos that disappear after 24 hours. Stories are designed for quick, casual updates. When you post a Story, your profile photo gains a colourful ring, signalling to followers that there’s something new to see. All they have to do is tap on your profile picture to view your Story.
Stories are perfect for creating a sense of community. They encourage experimentation since they’re only live for 24 hours—no pressure to be overly polished. Businesses often use Stories to share behind-the-scenes moments, showcase new products, or engage their followers with polls and Q&A sessions. Meanwhile, influencers often use Stories to share a day in their life or casual chats, making their content feel more relatable.
How to post a story
If you’ve already started using Stories, fantastic! If not, don’t worry—it’s simple. Here’s how:
- From the home page, swipe left anywhere on the screen to open the camera. Alternatively, tap the + button at the bottom of the screen and select Story, or tap the blue + on your profile picture.
- Use the camera to take a photo or video, or upload content from your device by tapping the album icon in the bottom-left corner. Anything you upload should be vertical and ideally sized at 1080px by 1920px.
- Add text, stickers, emojis, or even music. Experiment with Instagram’s drawing tools or use features like polls, quizzes, and tags to engage your audience.
- Once you’re happy with your creation, tap Add to Your Story. You can also send it directly to a friend or share it with a select group using the Close Friends feature.
If you’re not ready to publish straight away, there’s an option to save your Story to your phone for later.
How should brands use stories?
For brands, Instagram Stories can be a powerful tool for showcasing products, launching new campaigns, and starting conversations with followers. The temporary nature of Stories makes them perfect for behind-the-scenes glimpses or quick, snappy updates.
Here are a few ideas for how to use Stories effectively:
- Launch products: Tease or unveil new products with exciting visuals or influencer collaborations.
- Engage your audience: Use polls, Q&A stickers, or countdowns to create interactive experiences.
- Keep it short and sweet: With so many Stories fighting for attention, keeping it brief is key. Aim for bite-sized, visually engaging content that grabs attention quickly.
Crafting a winning Instagram Stories strategy
Sharing spontaneous moments and snippets of your life through Instagram Stories is a fantastic way to engage with your audience. However, if you want to truly maximise your impact, developing a strategy can give you the edge you need. On average, social media campaigns that include Instagram Stories see a 20% increase in reach. Small adjustments—such as how often you post, using Instagram’s in-app features, and timing your posts strategically—can make a big difference in your algorithm ranking.
1. Post Instagram Stories Daily
It is recommended to post one and seven Stories per day, as this known to deliver the best results. A completion rate is calculated based on how many viewers watch all your Stories—from the first frame to the last—within the 24-hour lifespan of your content. By staying within this sweet spot of one to seven Stories, you’re likely to keep 70% of your audience engaged all the way through.
2. Post consistently and at the right times
Consistency is crucial for success on social media, and Instagram’s algorithm rewards it. Since Stories disappear after 24 hours, making the most of that time frame is essential.
To maximise reach, aim to post when your followers are most likely to be active on the app. Consider your audience’s habits—are they scrolling first thing in the morning, during their lunch break, or in the evening? You could also break your content into smaller segments and share it throughout the day, keeping your audience engaged with fresh updates.
3. Use Instagram’s Creative Tools and Features
Instagram offers a wide range of creative tools and features, so it’s worth creating your Stories directly within the app whenever possible. Not only does this make use of the platform’s exciting options—such as stickers, polls, and GIFs—but it also boosts your content’s visibility in the algorithm.
Instagram prioritises native content over posts created on other platforms. For instance, in February 2021, Instagram confirmed that posts featuring a TikTok watermark would be de-prioritised. This means cross-posting TikTok videos to Instagram Stories or Reels is likely to result in lower visibility than content created natively within Instagram.
By posting consistently, using Instagram’s built-in tools, and timing your Stories effectively, you can build an engaged audience and make the most of this powerful feature.
Why should your brand be on Instagram?
With over 2 billion monthly active users in 2025, Instagram’s reach is undeniable. The platform offers a perfect blend of high engagement rates, visual storytelling opportunities, and e-commerce features.
Here’s what makes Instagram so attractive for businesses:
- Visual appeal: The platform’s design is perfect for showcasing products and services.
- Engagement: Users are active, engaged, and ready to interact with brands.
- Diverse formats: Stories, Reels, posts, and more give you flexibility in your content strategy.
- Shopping features: Tools like product tags and links make it easy for followers to buy directly from your page.
While competition is fierce—more than 25 million businesses are active on Instagram—it’s also an exciting space with huge potential for growth. By creating high-quality content, interacting with your audience, and staying ahead of trends, you can make Instagram a valuable part of your marketing strategy.
Don’t overlook this dynamic platform—it’s a powerful way to connect with customers and grow your brand.
