The ultimate guide to Instagram Stories

With 2 billion monthly actively users in 2025, Instagram is clearly a leading social media platform. If you’re looking for an effective way to leverage Instagram’s already impressive reach, Instagram Stories is a winning option.

Stories let you post short, temporary content — including photos and videos — to your Instagram profile. That content disappears from your profile, messages, and feed after 24 hours — although there are ways to make your stories last.

Read on for a complete guide to Instagram Stories to learn how you can make the most of it for your content marketing today.

Summary/Overview

What are Instagram Stories?

Instagram Stories is a popular feature where you can post videos and photos with or without captions. What makes Stories unique is that they don’t appear in your grid, and they disappear after 24 hours. If you want to keep your stories on your profile for more than 24 hours, you can add them to your Story Highlights. Highlights appear in the middle of your profile page, above the photo grid.

Businesses and brands use Instagram Stories as a marketing strategy because they are especially useful for boosting consumer engagement. For example, you might use Stories to take polls or ask your users “this or that” questions. This gives you a fun way to engage with your target audience.

Stories also help you mix up your content. Using Stories is a great alternative to avoid posting too many Reels or posts that may seem spammy to your followers. Another helpful feature of Stories is that you can repost others’ stories.

How to view Instagram Stories?

Instagram Stories have prime real estate at the top of your screen on Instagram. You can add a Story by tapping your profile at the top left of the screen. To see Stories by accounts you follow, tap the circular profile pictures next to your profile. To move to the next Story, swipe left, or swipe down to exit the Stories view.

How long are Instagram Stories?

Instagram Stories have a maximum duration of 15 seconds per individual clip. However, you can add multiple clips to create a longer Story. By default, Stories play in a sequence, allowing you to include several 15-second clips to form a longer story that viewers can swipe through.

How to make an Instagram Story

Want to know how to create your own Instagram Story? Here’s how:

1. Open the Instagram app on your device and log in to your account.
2. Tap the plus icon on your circular profile image at the top left corner of the homepage to access the camera.
3. Capture a photo or record a video by tapping the shutter button (circle) once for a photo or holding it down for a video.
4. Edit your Story by applying filters, adding text, stickers, or drawings using the options at the top of the screen.
5. Once you're satisfied with your Story, either tap the "Your Story" button at the bottom of the screen or the arrow on the bottom right to post it to your Story or choose specific friends or groups to send it directly.
6. You can also access your device's photo gallery or other apps to select and share existing photos or videos as your Story.
7. Your Story will be available for your followers to see for 24 hours, and you can view who has seen your Story by swiping up on your own Story.

That's it! You've successfully created an Instagram Story.

Insta Stories tips and tricks

If you want to leverage Instagram stories to boost your brand, there are a few best practices to keep in mind.

Of course, the first step is to set up an Instagram account. If you haven’t done that, start with this complete step-by-step guide. It covers everything from picking a profile photo to uploading content from your camera roll.

Then, check out the below tips on leveraging Insta stories.

1. Use high-quality visuals

Stories content might be temporary, but that doesn’t mean you can get away with poor-quality visuals. Use high-quality images that are clear (high pixel count) and fit your brand and message. If the picture was taken using the live feature on your phone, consider turning it into a boomerang by clicking the infinity symbol in the top right corner. Overlay elements like stickers and emojis on top of your visuals for more attention-grabbing content.

2. Use stickers, GIFs, and other interactive features

Instagram has many interactive features, including polls, questions, countdowns, and quizzes. These features are great because they empower your audience to engage. Learn how to make the most of them.

You can also use these interactive features to get consumer feedback — for example, asking what products they like. At the top right of your screen, click the square smiley face button (the one in the middle) to get access to various interactive features.

3. Add music and sound effects

Instagram Stories also lets you add music and sound effects, similar to TikTok and Snapchat. Open the camera and swipe up to the “Music” option to search for songs. Audio can help set the tone for the new story and make for a more fun experience.

4. Use texts and graphics

Adding text and graphics to your visuals provides helpful context and makes your story more informative. Also, if you’re speaking directly to your audience, using face filters is a fun way to make your Stories more visually interesting. For added reach, add hashtag stickers to new content to make it even more engaging.

5. Tell a story

The Stories you create and post to your account should create a narrative about your brand or new product. This helps spark an emotional connection with your viewer and makes your content more memorable.

Consider stringing together multiple Stories to weave a more complex narrative — almost like a slideshow. This has the benefit of keeping people glued to your content (Stories play hands-free).

6. Use a consistent brand voice

Your brand voice sets you apart from companies that sell similar products or services. Make sure you’re using a consistent tone and verbiage when communicating with your audience, and craft that voice appropriately.

For example, communicate with baby boomers differently than you would with Gen Zers. Your brand voice should be amplified by your brand visuals, like your logo, colors, and fonts. Learn how to build brand recognition.

Instagram Stories for business

Learning how to create compelling content is only half the battle if you want your Instagram Stories to really impact your target audience. Implement these tips to make sure your content truly resonates with story viewers.

• Promote timely news like sales and giveaways. Instagram Stories are all about in-the-moment material. They’re a great way to share timely content — meaning it’s only relevant for a set time frame. For example, you might use Stories to share news or discounts or celebrate holidays. Since the stories disappear after 24 hours, it doesn’t matter that the content is time-sensitive.
• Conduct polls for your customers. Stories are a great way to interact with customers. They’ll see your Stories at the top of their Instagram feed, making it likely they’ll click through. Polls are one type of interactive content that can get people to participate. Just add a poll sticker with a basic yes-no question. For example, if you’re a fashion brand, you might post a picture of a dress and ask, “Would you want this dress in purple?”
• Hear from your audience with question stickers. Another way to get your audience to interact with your Stories is to use question stickers. Focus on asking brand-related questions. You’ll get personalized answers, which you can even reply to through direct message (DM).
• Quiz your audience with quiz stickers. Quiz stickers are another handy tool to get your audience involved in a conversation on Instagram. In this case, you can post a multiple-choice question. Users pick their answer by tapping on A, B, or C, for example. They’ll see immediately whether or not they got the answer right. They can also see statistics about how others responded, which can get those competitive juices flowing — great for boosting engagement.
• Host chats on your Stories with chat stickers. Chat stickers let you interact with up to 32 participants in an intimate live chat. You add the sticker to your story, users request access, and you can decide whether to approve them. You can pick the topic of discussion based on your business needs.
• Use product stickers. You can also use Stories to promote products, especially if they’ll only be in your store for a limited time. Tag the photo with a product sticker and include a link. That link can direct the person to a landing page to learn more about the product or even let them buy it directly through your Instagram shop. Note: You need a business account to use product stickers, and they aren’t available in all countries.
• Take advantage of Instagram Story ads. If you have an ad budget, consider investing in Instagram Story ads. You can promote a branded story by setting it up through the Facebook Ads Manager. Add hashtags to the story and provide details regarding your target audience’s age, gender, geographical location, and similar details. The algorithm will make sure the ad plays for the right people even if they don’t follow you, so you can reach a larger target audience.
• Go live. Live posting can be intimidating, but it can also be one of the most effective ways to communicate with your target audience on Instagram. Your subscribers will be notified that you’ve gone live and can tune in, ask questions, and post comments in real time. This is a favorite technique of influencers. Go live during heavy traffic times when a lot of your users are online. Just when is that? This guide has you covered.
• Save Stories with Highlights on your profile. Stories are meant to be temporary. However, you might want to preserve a story for more than 24 hours. In this case, you can use the Highlights feature, which can be further categorized based on your needs. For example, if you’re a fashion brand, you might have a category of saved “style tips” highlights. Add tap-worthy covers to Stories to make people want to click on them.

Why use Instagram Stories? Key benefits for brands and creators

Instagram Stories aren’t just a fun feature, they’re a powerful tool for audience engagement, brand storytelling, and even sales. Here’s why brands, influencers, and businesses should make them a core part of their content strategy:

1. Instant visibility & higher engagement

Stories appear at the top of the Instagram feed, meaning they’re one of the first things users see. Since Stories autoplay one after another, your content flows naturally (and quickly) into your audience’s viewing experience, which keeps them engaged longer. Plus, the more interactions (polls, quizzes, replies) your Stories receive, the more frequently Instagram’s algorithm will push your future content to viewers.

2. Real-time, authentic content that builds trust

Unlike polished feed posts, Stories allow brands to share raw, behind-the-scenes moments, live updates, and exclusive sneak peeks. This authenticity fosters stronger connections with audiences, making brands feel more approachable and relatable.

3. Cost-effective marketing & advertising

Stories provide an affordable way to promote content without cluttering your feed. Whether you’re running a limited-time offer, announcing a product launch, or driving traffic with Link Stickers, Stories help you get your message across quickly. Plus, Instagram Story ads are often cheaper than feed ads while offering immersive, full-screen engagement.

4. Interactive features that drive action

These features turn passive viewers into active participants, increasing time spent on your content and boosting brand recall. Instagram Stories make engagement effortless with interactive tools like:

• Polls & quizzes – Get audience feedback and spark participation.
• Question stickers – Encourage followers to ask or answer questions.
• Countdowns – Build excitement for product drops, events, or sales.
• Link stickers – Drive direct traffic to your website or online store.

5. Easy content repurposing & cross-promotion

Instagram Stories are an excellent way to repurpose existing content from other platforms, like TikTok, YouTube Shorts, or blog posts. You can also reshare user-generated content (UGC), such as customer testimonials, product reviews, or fan posts — creating more engagement without always making fresh content.

6. Ability to save & organize Stories with highlights

While Stories disappear after 24 hours, Instagram Highlights allow you to preserve important content indefinitely — turning temporary posts into evergreen resources. Organizing Highlights into categories (e.g., “Tutorials,” “Customer Reviews,” “Behind-the-Scenes”) makes it easier for visitors to explore your brand’s top content.

Instagram Stories offer a low-pressure, high-impact way to engage audiences, showcase products, and drive traffic — all without the need for constant high-production content. Whether you’re using them to connect with followers, promote new offers, or experiment with interactive elements, Stories are an impactful tool in any Instagram strategy.

Tracking Instagram Stories analytics: Measure what matters

To get the most out of Instagram Stories, you’ll need to track performance. Instagram Insights (available for business and creator accounts) provides valuable data to refine your strategy. Here are key metrics to monitor:

• Reach & impressions – The number of unique viewers and total views your Stories receive. A high reach means strong visibility, while repeated views indicate engaging content.
• Engagement – Includes replies, sticker taps, poll votes, quiz answers, and message interactions. High engagement signals content that resonates with your audience.
• Completion rate – The percentage of viewers who watch your entire Story. A low rate may mean your content isn't holding attention. Try shorter clips, interactive elements, or a stronger hook.
• Taps forward/back & exits – Taps forward indicate quick consumption, while taps back suggest viewers want a second look (a good sign!). Exits might mean users lost interest, and you’ll want to consider refining pacing or visuals.
• Link clicks – If using Link Stickers, track how many people tap through to your website, shop, or landing page. This is crucial for conversions.

How to improve Instagram Stories with analytics

• Test & learn – Experiment with different formats (videos, polls, Q&As) and track what works best.
• Refine timing – Post when your audience is most active (check Instagram Insights for peak engagement times).
• Double down on high-performing content – If a certain type of Story (e.g., behind-the-scenes, product demos) gets high engagement, do more of it.

Review your analytics weekly to identify trends and continuously optimize your Stories for better engagement and results.

Share an eye-catching Instagram Story

With Adobe Express, you can make eye-catching Instagram stories that will engage and excite your audience. Try out the Instagram Story templates and customize them to reflect your brand's image. If you want to save your story as a highlight, use the highlight cover creator to make an eye-catching cover to add to your profile.

We hope this article has inspired you to start making more engaging Instagram stories. With a little creativity and Adobe Express, you can take your IG stories to the next level.

Try Adobe Express today

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