Instagram Stories for business

Instagram Stories takes us away from our carefully-curated feeds and encourages us to be more ‘in the moment’ with our posts. It’s an opportunity to share genuine, unstaged moments and as a business, to show the candid behind-the-scenes moments that make your brand more personable. Since launching in mid-2016, Instagram Stories has become one of the most widely-used features in any social media app. Boasting 250 million users worldwide it is quickly becoming one of the best channels to build brand awareness and drive traffic to your website.


Creating a Story is simple, but before you dive straight in, it’s important to have a strategy in place for sharing content. The shifting of focus to a more personal and immediate post that has a lifespan of just 24 hours might make you snap happy, and while Instagram won’t penalise you for posting too many stories, you want to find the balance so that your followers look forward to your content, without getting sick of it.


Customising your Stories to augment your branding should also be a key component of your strategy. You can easily format your font to match your brand colours by tapping the ‘Aa’ icon in the top right-corner when you take or upload a photo or video to your story, then in the keyboard that opens, there will be a range of colours to select from, tap the colour dropper icon and then tap anywhere on your image to perfectly match that colour. With an abundance of creative tools at your fingertips, such as drawing, stickers and filters you can personalise your profile even further. This isn’t an expertly filtered platform. It’s your chance to come out from behind the camera, to share behind the scenes moments, daily happenings and give your brand personality.


Instagram Stories provides an easier, more effective means of driving traffic back to your website. If your account is verified, or you have over 10k followers, you can add links to your Stories that users can visit just by ‘swiping up’ on the screen. This allows you to send followers to a specific landing page on your website. For other users, you can tag your profile in your story and then direct your followers to visit the link in your bio with a call to action. Using the location and hashtag stickers will also increase your discoverability, making Stories a great marketing platform for reaching potential customers organically.


In December, Instagram introduced two new tools to Stories. ‘Highlights’ allows you feature your top stories on your profile in a new section located below your bio. To create a highlight, simply tap the ‘New’ circle and follow the prompts to select a cover image and album name. Instagram also added an archive feature, so your stories will automatically save here once they expire. From here you can select which of your Stories to feature on your profile. The highlights you choose will stay on your profile until you remove them, and you can add as many as you like.


Instagram Stories is a place for raw, real-time sharing, allowing brands to reach their target market in an authentic manner. By constructing a strategy and planning consistent content, Stories can build your brand awareness and can help to drive traffic to your website. Not sure where to start? Get in touch to schedule your customised social media strategy consultation: