Imagine this: You’ve captured an incredible photo, and you’re eager to share it on your brand’s Instagram. Now, the decision lies ahead: Posts, Stories, Reel, or Live? Since it’s not a video, Reel is out, and Live doesn’t fit. The real choice is between Instagram Stories vs Posts. Let’s delve into the contrasts between these options and determine which suits your objectives best.
Key Contrasts Between Instagram Stories vs Posts
Before we jump into the nitty-gritty of marketing, let’s lay out the key differences between the two types of content you can upload on Instagram.
- Instagram Stories take center stage at the top of the Instagram app, while regular posts show up in your followers’ feeds.
- When it comes to the content itself, Instagram Story photos and videos are here today, gone tomorrow—they last just 24 hours. On the flip side, your regular Instagram Posts have a permanent home on your profile. And interestingly, some users choose to keep Stories around for the long haul by adding them to their highlights, giving them a place of prominence that lasts beyond the usual 24-hour window.
On the flip side, Instagram posts have an evergreen quality. This implies that they remain within your profile grid indefinitely unless you decide to remove them. Evergreen posts often accumulate more views and likes over time as visitors explore your profile, potentially leading to a higher engagement rate. Additionally, these posts can play a substantial role in driving web traffic.
In contrast, Instagram Stories bring interactive elements into the mix, such as polls, questions, and quizzes. As of now, these features aren’t available for regular posts.
Instagram posts allow for quite extensive captions, stretching up to 2,200 characters. While we’re not suggesting you turn your posts into essays, the option is there if you’re inclined! Just keep in mind that they get cut off after 125 characters in the feed.
Stories come with a more restricted caption space, influenced by their visual format. Sometimes, a single word suffices, as demonstrated by @lamaisonduvin_cyprus in their post with the simple caption “Cheers”.
About Instagram Posts
Instagram Posts, lasting indefinitely, boast a broader reach than Stories, fostering lasting conversations and interactions with followers. Although lacking interactive tools like polls and quizzes, they present diverse content options, from carousels and videos to single images. Plus, you can enhance them with filters and, more recently, music.
When Should You Use Instagram Posts?
Brand recognition
For commemorating business milestones, notable company events, and essential brand details, opt for Posts.
Team photos
Profile visitors will appreciate encountering team photos within your Post grid. These images foster authenticity in your company’s online presence and humanize your brand. Always ensure you have permission from individuals before sharing team photos, though! Remember, these photos and videos remain accessible as Posts, providing a lasting resource for viewers.
Product details
Essential product guides, product details, and tutorials are best suited for Posts. This ensures users can easily search for and access them, even years down the line, offering lasting value.
About Instagram Stories
Instagram operates with varied algorithms across its different sections, shaping content discovery and display uniquely. The algorithm governing Instagram Stories gives precedence to content from accounts you interact with the most. This is determined by factors like how often you view a particular account’s Story (and for how long), your engagement through comments, likes, shares, and your overall interaction with that user. As Stories have short lifespans, their focus is more on generating instant sales, views, or engagement rather than building enduring brand awareness.
Instagram operates with varied algorithms across its different sections, shaping content discovery and display uniquely. The algorithm governing Instagram Stories gives precedence to content from accounts you interact with the most. This is determined by factors like how often you view a particular account’s Story (and for how long), your engagement through comments, likes, shares, and your overall interaction with that user. As Stories have short lifespans, their focus is more on generating instant sales, views, or engagement rather than building enduring brand awareness.
When Should You Use Instagram Stories?
Timely and breaking news
Given their 24-hour lifespan, Stories prove effective for conveying breaking news and time-sensitive updates. A notable instance was the recently lost submarine expedition to the Titanic in June 2023. As audiences craved immediate information on the ill-fated sub, the swift-moving nature of news made Stories an apt choice for delivering up-to-the-minute updates. Prominent news outlet CNN employs Stories to present the latest daily news. With multiple posts in each Story sequence, users can delve into topics of interest or gain a quick overview of breaking news items. Noteworthy is CNN’s use of the “Tap To Read Story” feature, executed admirably.
Tip: Sharing a Story daily ensures your prominence in user feeds. Strategize your content to maintain a consistent Story presence!
Updates in the “heat of the moment”
Frequently, Instagram Stories serve as a platform for celebrities and TV personalities to spill secrets, confess, or convey statements. A recent illustration of this occurred during the widely publicized conflict between Holly Willoughby and Philip Schofield from the popular UK TV show “This Morning.” Holly deliberately turned to Stories to convey her message, potentially to avoid having this content permanently displayed on her meticulously curated post grid. Considering the evolving and rapidly changing nature of the story, a less permanent upload was the preferred choice. Moreover, Instagram Stories allow for the prevention or limitation of replies—an option both individuals exercised throughout the feud.
Remember: Even though Stories vanish in 24 hours, remember that screenshots can make content eternal. Whatever you post on social media is susceptible to being captured and shared by users at any time!
Flash sales
Looking to ignite excitement among your Instagram followers for a sale or special offer? Enter Instagram Stories. Their fleeting nature aligns perfectly with the short-lived promotion, triggering the potent FOMO (fear of missing out) effect that drives sales. Leverage the array of Story tools to orchestrate quiz-based contests, guide users to discounts or sales, and generate buzz around your promotion. Unlike regular Posts, Instagram Stories allow you to incorporate links using stickers and arrows, ensuring the link gets noticed. Stories are particularly effective for flash sales, eliminating the need to delete posts once the sale ends.
And when it’s about showcasing new products while maintaining their presence, take a page from @LibertyLondon’s playbook, as demonstrated here.
Dedicate some time to giving your highlights distinct names and styles. This ensures you can assign Stories to particular highlights and keep them saved for later use. Moreover, it simplifies the process of visitors finding your collections.
Last thoughts
Both Instagram Stories vs Posts play roles in your social media strategy. Depending on your brand’s focus—whether it’s breaking news or industry updates—you might utilize Stories more if your content aligns with these aspects. Always keep in mind your brand strategy, social media goals, and style guide when selecting formats and posting content.