Instagram is one of the most versatile platforms for creators, brands, and businesses. While most people are familiar with Reels, Stories, and the traditional feed posts, one of the platform’s most underrated features is Instagram Guides. Introduced in 2020, Guides allow users to create mini-blog-style collections of posts, products, or places in one organized format.
Unlike a single photo or video, a Guide acts as a curated content hub, offering audiences a chance to explore a topic in depth. Whether you’re a business showcasing your product catalog, a travel influencer organizing city guides, or a wellness coach sharing resources, Guides are an effective way to share knowledge while keeping your audience engaged.
In this long-form article, we’ll cover:
- What Instagram Guides are and how they work
- Types of Guides and their unique benefits
- Why curated content is powerful for engagement
- How brands, influencers, and creators can use Guides
- Step-by-step instructions to create your first Guide
- Strategies for promoting Guides
- Case studies and success stories
- Future potential of Guides in digital marketing
1. What Are Instagram Guides?
Instagram Guides are essentially scrollable, article-like posts where you can compile content into one structured narrative. They are displayed with a cover image, a title, and written commentary for each included item.
Think of them as mini blogs inside Instagram, but with the benefit of integrating seamlessly with your posts, saved posts, and products.
Guides appear on your profile under a dedicated tab (like Reels or tagged posts), making them easy to revisit and share.
2. The Three Types of Instagram Guides
Instagram provides three main formats for Guides, each serving a different purpose:
- Places Guides
- Focus on locations.
- Perfect for travel bloggers, city tourism accounts, or businesses that want to highlight nearby attractions.
- Example: “Top 10 Coffee Shops in New York City”.
- Products Guides
- Designed for showcasing products available in Instagram Shops.
- Ideal for brands, e-commerce owners, or affiliates.
- Example: “Holiday Gift Guide: Eco-Friendly Essentials”.
- Posts Guides
- A compilation of posts (yours or others you’ve saved).
- Great for tutorials, thematic storytelling, or resource sharing.
- Example: “A Beginner’s Guide to Yoga Poses”.
3. Why Curated Content Matters
In an era of content overload, audiences crave organized, meaningful collections. Instead of scrolling endlessly, a Guide allows them to access themed knowledge in one place.
Benefits of curated content include:
- Saves time for audiences.
- Positions you as an authority in your niche.
- Keeps content evergreen by repurposing existing posts.
- Increases engagement because Guides can be shared via Stories or DMs.
4. How Different Creators Use Guides
- Brands: Product roundups, seasonal collections, “How to Use” tutorials.
- Influencers: Favorite spots in a city, wellness resources, fashion inspiration.
- Educators/Coaches: Step-by-step lessons, curated reading lists, FAQs.
- Nonprofits: Resources on mental health, community initiatives, donation campaigns.
5. Step-by-Step: Creating Your First Guide
- Go to your profile.
- Tap the + icon in the top-right corner.
- Select Guide.
- Choose the format: Places, Products, or Posts.
- Add posts, products, or locations.
- Write commentary for each item (tips, personal experiences, or insights).
- Choose a cover image and add a compelling title.
- Publish and share in your Stories for visibility.
6. Strategies for Making Guides Stand Out
- Use storytelling: Don’t just list posts—guide your audience through a journey.
- Add value: Include tips, FAQs, or insights beyond the original post.
- Optimize titles: Use clear, SEO-friendly titles like “The Ultimate Guide to…”.
- Cross-promote: Share Guides in Stories, Reels, and link them in your bio.
- Collaborate: Create Guides with posts from other creators (building community).
7. Case Studies
📌 Example 1: Skincare Brand
A skincare company created a Guide titled “Morning vs. Night Routine” by compiling their product posts. Result: Higher product page clicks.
📌 Example 2: Travel Blogger
Curated “A Weekend in Rome” Guide with posts from different restaurants and attractions. Result: More shares and saves, establishing credibility as a local expert.
📌 Example 3: Wellness Coach
Built a “Stress Management Resources” Guide by compiling posts on breathing techniques, affirmations, and self-care practices. Result: Clients reported using the Guide daily as a reference.
8. Promoting Instagram Guides
- Share on Stories with stickers and links.
- Create a Reel summarizing the Guide.
- Send Guides in direct messages to followers asking for advice.
- Repurpose content: Blog posts → Guides, or Guides → newsletters.
9. The Future of Instagram Guides
While not as hyped as Reels, Guides offer a long-term value strategy. As Instagram leans toward shopping and community engagement, Guides could evolve into:
- Enhanced integration with Instagram SEO.
- Monetizable Guides for creators.
- Interactive, AI-personalized Guides.
For creators and businesses, mastering Guides early is an opportunity to stand out with thoughtful, evergreen content.
10. Final Thoughts
Instagram Guides are not just another feature—they are a powerful storytelling tool. By leveraging curated content, you can build trust, organize knowledge, and provide lasting value to your audience.
If you’ve been relying only on Reels or Stories, now is the time to explore Guides and unlock a new dimension of content strategy.
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