What are Instagram Guides?
Instagram Guides are a cross between Instagram carousels and blog posts. You make them from products, places or posts that have already been published. These can come from the creator’s own account or from other public accounts. Every guide has a cover image, a title, an introduction and optional descriptions for each item. Guides can get likes and comments, they can be saved, and you can share them in Instagram Stories and via Instagram DMs. You’ll also find product guides in the Instagram Shop (aka Instagram Shopping).
That way Instagram Guides encourage people to create and share content, so users can find inspiration on Instagram. Which reminds us all a little of Pinterest… (Read: Pinterest Marketing for starters in 2022).
And we can hear you thinking: “Instagram as a source of inspiration? Hasn’t it always been?” Let us explain. Instagram introduced Guides halfway through 2020. The concept focused mainly on wellbeing, think self-care tips and the like, because Instagram wanted to respond to the effects of the pandemic on society. After lots of feedback and questions, the platform eventually opened guides up so everyone can get started with them.
So where do you find these Instagram Guides?
All in all, Instagram Guides let you enrich your Instagram account and inspire and trigger users. So as a business you’re probably already itching to make your own Instagram Guide. Open your profile, tap the familiar plus icon in the top right, then tap the guide icon.
Next, you choose from three types of Instagram Guides:
1. Products
Instagram Guides make it easy to collect the products you sell. If you use Instagram Shopping, you can promote products from your webshop in no time. One tap on the link takes visitors straight to the product they want. Inspire users, enrich your Instagram account and promote your business.
Tip 1: Put together a trend list. Write a blog about the latest trends of the year and feature your products or services. Check out the example from our client Abrazi below!
Tip 2: Create a gift guide. Highlight specific products, inspire your users and promote your products while you’re at it. Think of the holidays, but it’s also a great way to inspire your users with gift ideas all year round. Below is an example from Ateljé. This gift guide is even a collaboration between several webshops.
2. Places
Instagram Guides also let you collect and bundle places. Showcase your physical stores, for example, or share Instagrammable hotspots (and sneakily promote your products along the way). Check out the example from Omoda below.
3. Posts
Finally, you can share other posts in an Instagram Guide. These can be images, videos or other kinds of posts, and they can come from other accounts too. You could bundle and share your favourite recipes, for example.
Tip: Tell your brand story. Make an Instagram Guide that introduces (new) followers to your business and its values.
We can’t wait to see your Instagram Guides!
Key takeaways
- Instagram Guides are a cross between carousels and blog posts
- You build guides from products, places or posts
- Product guides take visitors straight to the product they want
- Guides can be shared in Instagram Stories and via DMs
