The Key Differences Between Instagram Stories and Posts
Social media was once seen as just a way to connect with friends… but not anymore. Today, it’s a powerful communication and marketing tool.
Businesses of all sizes use social platforms — they’re ideal for building brand awareness and nurturing relationships with audiences, and Instagram has become a particularly valuable marketing tool. It boasts a massive user base and emphasis on visual storytelling, so it’s no wonder more businesses are turning to it. Let’s take a closer look at Instagram stories and posts so you can better understand how to use them to your advantage.
What Are the Two Functionalities of Instagram?
Instagram offers two main ways to share content: stories and posts. Both let you use photos and videos to reach your audience, but their purpose and longevity differ significantly.
Instagram stories are perfect for short-lived, in-the-moment updates and promotions. Instagram stories vanish from your profile after 24 hours, adding a sense of urgency and excitement. Think of them as “behind-the-scenes” snapshots of your day-to-day life.
Instagram posts, on the other hand, are permanent additions to your profile grid. They serve as your digital window, often housing more polished, evergreen content that defines your brand. Think of posts as the carefully curated highlights reel of your journey.
So, a burning question remains. When should you opt for an Instagram Story, and when is an Instagram Post the best option? Let’s explore the key distinctions.
What Are the Basics of Instagram Posts?
With Instagram posts, every photo and video you post stays there forever (unless you delete it) and tells your unique story.
Posts are the most important part of your Instagram plan, and they come with some nice perks:
They Last Forever
Unlike stories, posts stick around. They show everyone your brand’s history — the new things you create, the successes you celebrate, and all of the important moments and milestones along the way.
Conversations Start Here
Posts are meant for chatting. People can leave comments to share their thoughts or start a conversation with you and other followers. Likes show you what they love, and both comments and likes can help even more people discover you.
Sharing Is Easy
Posts can be shared in stories or sent straight to friends to spread the word. People might find your older posts while exploring your page, and they can even save them to look at later.
At their core, posts are about building something special that shows who you are and lets you connect with your audience in a deeper way — but what if you want to share a super quick update or something happening right now? That’s where the magic of Instagram stories comes in.
What Are the Basics of Instagram Stories?
Instagram stories let you share what’s happening right now with your followers. They’re perfect for quick updates, behind-the-scenes sneak peeks, and special offers that won’t last long. Remember that, unlike posts, stories disappear after 24 hours — this helps make them exciting and exclusive.
Here’s why they’re special:
In-the-Moment Updates
Got a brand-new product to announce? Hosting a flash sale? Hanging out at a fun event? Stories let you keep your followers in the loop on everything happening as it happens.
Get Interactive
Stories aren’t just about watching — they’re about joining in. Polls, quizzes, questions, and links allow you to have real conversations with your followers. You can find out what they like, learn more about them, and have fun together.
Top-of-Mind
Instagram loves fresh content, and posting stories regularly helps you stay at the top of your followers’ feeds. They won’t want to miss what you’re up to.
Stories are your way to add extra energy, excitement, and real-time connection to your Instagram profile.
When To Use an Instagram Post
Instagram posts are your best bet when you want to make a lasting impression and reach as many people as possible. Here are some specific scenarios where a post is the way to go:
Brand Building
Posts help define your brand’s image over time. Use them to highlight company achievements, important events, and the values that make you stand out.
For example, if your company cares about the environment, share a post about it. You might share how you recycle or a donation you made to help protect nature.
Showcasing Your Team
Let your followers see the real people behind your brand. Team photos, employee features, or even fun “meet the team” slideshows make your brand more relatable.
Sharing Important Information
Do you have product details, step-by-step guides, or helpful tips your followers will want to keep? Posts are ideal for sharing info that won’t vanish in a day. That way, followers can save it and come back to it as a resource later.
Driving Engagement
Posts are designed to get people talking. Include captions that ask people to share their thoughts or start a conversation. Run a contest or giveaway on a post for extra excitement and to help you build a loyal community.
Boosting Reach
Posts stick around on your profile and get seen by plenty of people over time. This makes them perfect for sharing big news with as many people as possible. When you have a new product or exciting announcement, a post will make sure everyone hears about it.
Keep in mind that Instagram isn’t about the here and now. Instagram is a place to establish a legacy. Posts are your key to achieving that long-term impact.
When To Use an Instagram Story
Instagram stories excel at capturing in-the-moment happenings. They add a touch of spontaneity to your feed. Here are some prime examples of when to opt for a story over a traditional post:
Time-Sensitive Updates
Got a flash sale dropping, or a limited-edition product about to land? Stories are ideal for quick announcements that have a sense of urgency. Use countdown stickers to build even more anticipation — this helps create that FOMO (fear of missing out) feeling.
Behind-the-Scenes Magic
Give your followers a peek behind the curtain. Share snapshots of your workspace, sneak peeks of upcoming projects, or even a fun team outing. Stories humanize your brand and create a sense of connection.
Interactive Fun
Stories let you play games with your followers. Use polls, quizzes, and question boxes to make things exciting. Ask people what they think about new products, let them try to guess upcoming surprises, or just get to know them better.
Driving Traffic
Once you grow your audience, you can add swipe-up links to your stories (or tell people to check the link in your bio). This helps you send them to your latest blog post, awesome new product pages, or anywhere else you want.
Staying Top of Mind
Instagram loves when you post new stuff. Stories keep you visible to your followers. If they interact with your stories (watch them, answer your polls, etc.), they’re more likely to see your regular posts, too. Even simple daily updates help you stay on their radar.
How To Determine What Works Best for Your Brand
Every brand is different, and so are the people who follow you. Understanding your audience is like having a secret weapon for creating awesome Instagram content.
Here’s how to find out what your followers like best:
Know Your Followers
What are your followers interested in? What kind of things do they care about? The better you know them, the better you can create posts and stories they’ll love.
Check Your Stats
Instagram gives you some cool tools to see how your posts and stories are doing. You’ll want to pay attention to what gets the most likes, comments, and shares. Is it behind-the-scenes peeks? Product announcements? Funny memes? This tells you what kind of content your followers are hungry for.
Don’t Be Afraid To Try New Things
It’s important to try different types of posts and stories to see what works best. Maybe you think your audience only likes videos, but then a simple photo goes viral. Keep experimenting to find your perfect mix.
Try posting different types of content at different times of the day to see when your audience is most active. This helps you get your awesome posts and stories seen by the most people.
In my experience, a good strategy is to post five stories a day and two posts a day. This strategy provides a good balance and starting point. You can gauge reactions from there and adjust as needed.
By understanding your audience and paying attention to the numbers, you can create Instagram content that perfectly fits your brand and helps you reach your goals.
How To Balance Instagram Posts and Stories
Think of Instagram posts and stories as two teammates who work best when they’re able to work together. A strong Instagram strategy needs both for the ultimate win. Here’s why:
Posts Are Your Foundation
Posts are the building blocks of your brand on Instagram. They showcase who you are, what you offer, and why people should care. It’s great to aim for a few posts every week to keep your profile looking fresh and engaging.
Stories Spice Things Up
Stories add energy and excitement to your Instagram presence. They’re the perfect place for quick behind-the-scenes glimpses, fun updates, and time-sensitive offers. Posting to stories daily helps keep you on your followers’ minds.
Finding Your Rhythm
There’s no magic number for how many posts and stories are perfect. It’s all about finding the balance that works for you. Some brands post multiple stories a day and only a few posts a week, while others do the opposite.
Get a Schedule Down
Start by aiming for a couple of posts each week and a few stories every day. Check your Instagram stats to see what gets the most engagement.
Does your audience go crazy for your stories? Maybe try posting even more of those. Are they loving your carefully crafted posts? Keep focusing on that quality content.
It’s All About Balance
The best Instagram accounts use posts and stories in creative ways. Maybe announce a big sale on a post, but show the behind-the-scenes setup in your stories. Or share a customer review on a post, then open up a question box in stories to get more feedback.
The key is to experiment and have fun with it. By using both posts and stories, you’ll create a dynamic, exciting Instagram profile that keeps your followers coming back for more.
Conclusion
Instagram posts and stories are both powerful tools in your social media toolbox. Remember, posts are all about building that lasting brand presence, but stories inject energy and excitement into your daily updates.
The best way to find your perfect Instagram groove is to try out different things. Experiment with both posts and stories to see what resonates most with your audience. The more you play around, the better you’ll understand what helps your brand shine.
Want to take your Instagram strategy to the next level? Founder OS offers tools and resources that help entrepreneurs and businesses succeed on social media.
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