Instagram Guides: A Complete Guide for Brands and Creators
Instagram Guides are curated collections of posts, products, or places that let brands and creators tell a cohesive story. They help organize content into easy-to-navigate recommendations for your audience.
What Is an Instagram Guide?
Instagram Guides are a native feature that lets you combine multiple posts, products, or locations into a single, scrollable resource. Think of them as mini-blog posts or curated lists within the Instagram app. Each Guide has a cover image, a title, and optional descriptions for individual entries.
Why Instagram Guides Matter
For DTC brands and influencers, Guides offer a way to package recommendations, tutorials, and product roundups in a format that keeps followers engaged longer. Instead of users tapping through separate posts, they can browse your curated content in one go—boosting visibility, session time, and the likelihood of conversions.
How Brands and Creators Use Guides
- Product Roundups: A skincare brand might create a “Winter Glow Routine” Guide, highlighting cleansers, serums, and moisturizers with direct links to each product.
- Travel Itineraries: A travel influencer can build a “Paris in 3 Days” Guide, featuring posts, saved locations, and restaurant recommendations.
- Tutorials and Tips: A fitness coach could share a “5-Minute Core Workout” Guide, embedding video posts and step-by-step instructions.
Example: Influencer Marketing Campaigns
An eco-friendly fashion brand partners with an influencer to create a Guide called “Sustainable Summer Staples.” The influencer selects their favorite pieces from the brand’s shop tab, writes personal notes on why each item is eco-friendly, and adds styling tips. Followers can tap through the Guide, discover the products, and check out seamlessly.
Common Misconceptions and Variations
- Not Just for Products: Guides aren’t limited to shoppable posts. You can curate places (like favorite local cafes) or personal posts (like wellness tips).
- It’s More Than a Carousel: Unlike a carousel post, Guides let you mix content types—static images, videos, reels, even external links for product Guides.
- Discoverability: Guides don’t always show up in the main feed. Use relevant hashtags, tag collaborators, and promote them via Stories or bio links to boost reach.
Practical Tips for Creating Effective Guides
1. Pick a Clear Theme: Whether it’s a tutorial, listicle, or travel guide, choose one focus so readers know what to expect.
2. Craft Compelling Titles: Use action verbs and keywords—e.g., “Ultimate Travel Guide to Bali” or “Top 10 Home Office Upgrades.”
3. Add Descriptive Captions: Give context or personal insights for each entry. Bullet points or numbered steps make it scannable.
4. Include Calls to Action: Encourage users to shop, save the Guide, or tag a friend. Every Guide should have a goal.
5. Promote Across Channels: Share a Story Highlight, post a teaser Reel, or add the Guide link to your bio. Drive traffic from multiple touchpoints.
Final Thoughts
Instagram Guides are a versatile tool for brands and creators looking to tell richer stories, showcase products, and share expertise in an organized format. By curating thoughtful, well-designed Guides and promoting them strategically, you can deepen audience engagement and drive meaningful actions—from clicks to conversions.
