13 Ways to Use Instagram Guides for Marketing in 2022

Instagram Guides are one of many latest methods to share content material on the platform. Because the function was first launched in 2020 (together with Reside, Retailers, Reels and a rearranged dwelling display screen—whew) manufacturers around the globe have found how to incorporate Guides into their marketing strategies. And with 1.3 million people utilizing Instagram day by day, every new function presents some severe potential attain.

However there’s one thing about Instagram Guides that units them aside from the entire app’s different options: to create a Information, you don’t want to make any new content material. Exhausted social media managers, rejoice! Guides are all about taking images, movies and posts that exist already and gathering them collectively: consider it like a household photograph album, minus the embarrassing bathtub pics.

Learn on for an summary of Instagram Guides, step-by-step directions on how to make them, and a few examples of utilizing Guides as an efficient advertising technique.

What is Instagram Guides?

Instagram Guides is a content format that combines visuals and text. Each guide is a curated collection of existing Instagram posts accompanied by descriptions, commentary, recipes, etc. Guides are similar to blog posts and give creators more space than traditional posts to share recommendations, tell stories, explain step-by-step instructions, and so on.


Guides embrace a canopy picture, title, introduction, embedded Instagram posts, and non-obligatory descriptions for entries.

When you create your first Information, a tab with a brochure icon will seem in your profile (alongside together with your posts, movies, Reels and tagged posts).

Adam Mosseri head of Instagram account


Guides can’t be preferred or commented on by different customers—it’s extra of a one-way sharing expertise, like studying a e-book or watching TV. However, they are often shared on Instagram Tales and by way of direct messages.

Information entries could be edited, added, or eliminated (that is one other factor that units them aside from different kinds of posts on Instagram—there may be much more room to edit for those who make a mistake or want to refresh the content material).

3 varieties of Instagram Guides

Right here’s a short overview of the completely different sorts of Guides you may create on Instagram.

Place Guides

That is the concept Instagram Guides was born for: sharing nice places, whether or not that’s hidden spots for tenting, eating places with low-cost glad hours or the perfect public washrooms in New York Metropolis (I made that up, nevertheless it’s a good suggestion, isn’t it?). These Guides are geography-focused, and usually focus on some type of theme. For instance, the place to get vegan nachos in Seattle.

Eunice & Moe's Guide to Venice


Product Guides

The sort of Guides is nice for small companies wanting to promote services instantly on Instagram.

Product Guides are built-in with Instagram Retailers (so you may’t add one thing to a product information except it’s a product on Retailers). Should you’re a model that sells merchandise, these sorts of guides can be utilized for sharing new launches, or gathering up a bunch of merchandise in a particular class—like Our 2022 Swimsuit Assortment or The 9 Finest Button-Ups for Brunch with Your Mom-in-Regulation. Should you’re a creator, you may make guides utilizing items out of your favorite manufacturers (and possibly make some money on it).

Collagen and Texture treatments


Submit Guides

The sort of Information isn’t ruled by geotags or merchandise from rge Instagram Store tab—it’s essentially the most open-ended kind of information, and permits you essentially the most freedom in phrases of what content material you may embrace. Any public put up could be included in a Information, so it may be something from How to Meditate With out Falling Asleep to 8 Pugs I Need to Hug.

How to make an Instagram Information in 9 steps

New to creating Instagram Guides? Comply with these steps to create Guides with posts, merchandise, or locations.

1. Out of your profile, click on the plus image in the higher proper nook and choose Information.

2. To choose your Information kind, faucet Posts, Merchandise, or Locations.

choose Instagram guide type places products posts

3. Relying on what your Information is about, you will have completely different choices for how to select content material.

  • For Instagram Guides to locations: Search geotags, use saved locations, or use places you’ve geotagged by yourself posts.
  • For Instagram Guides to merchandise: Search manufacturers or add merchandise out of your wishlist.
  • For Instagram Guides to posts: Use posts that you just’ve saved, or your personal private posts.

select Instagram posts from grid

4. Faucet Subsequent.

5. Add your information title and outline. If you want to use a distinct cowl photograph, faucet Change Cowl Picture.

6. Double examine the prepopulated place identify, and edit as wanted. If you want, add an outline.

7. Faucet Add Place and repeat steps 4–8 till your information is full.

8. Faucet Subsequent in the higher proper nook.

9. Faucet Share.

Tip: The simplest approach to rapidly add issues to your Information is to save them beforehand, so be sure you’re hitting “save” on places or posts you’d like to embrace (or, for those who’re utilizing merchandise, add them to your wishlist). That approach, Instagram could have the contents of your information pre-saved in a single location: no looking out required.

13 methods to use Instagram Guides for your corporation

Should you’re guide-curious and unsure the place to begin, look to the specialists. Listed below are just a few examples of the way to use Instagram Guides to elevate your model.

1. Create a present information

Developments change, however consumerism stays—and let’s face it, there’s nothing we are able to depend upon greater than the vacation season approaching approach too quick. And reward guides aren’t simply for winter holidays: you may make them for Valentine’s Day, Mom’s and Father’s Day, weddings or birthdays (or actually any hyper-specific event your coronary heart wishes—canine’s adoption anniversary get together, anybody?) and showcase your favourite merchandise.

You may make a present information that options solely merchandise that your model makes, or increase it to embrace non-competing manufacturers that serve the identical viewers as you. For instance, an organization that sells funky pajama units would possibly make a Christmas reward information that additionally contains cozy slippers from one other model. It’s a great way to construct group, and it makes your information look much less like an commercial.

Skincare firm Pores and skin Health club made a gift guide outlining their favorite merchandise for Mom’s Day presents.

Skin Gym Mother's Day Gift Guide

Supply: Instagram

2. Compile a listing of ideas

Everyone seems to be an skilled on one thing—whether or not that’s in a single day climbing, peeling a pomegranate or getting a superb evening’s sleep, likelihood is you (or your model) has a talent price sharing. Gathering a listing of recommendations on a sure matter is a superb approach to present a service to your viewers—they get free, worthwhile recommendation from you, which helps to construct a relationship (and likewise makes them extra doubtless to check out the remainder of your content material). This isn’t a direct approach to earn income (just like the reward information instance above) nevertheless it fosters one other necessary component of enterprise: belief from shoppers.

Brassware producers Perrin and Rowe complied a listing of ideas for designing the proper utility room. They included examples from different creators in the design trade, fostering worthwhile relationships with them, too.

Perrin and Rowe How To Create The Perfect Utility Room Guide

Supply: Instagram

3. Collect posts underneath a theme

If your corporation is providing a number of services or products and posting several types of content material (and hey, you should be!) you may collect them collectively in a information underneath a particular theme. For instance, a restaurant would possibly create a information that solely showcases their desserts, or a sports activities gear retailer would possibly make a information to the perfect baseball gear.

Instagram routinely organizes your profile chronologically (at the least, it does on the time of penning this—solely the Insta-gods know what the longer term holds), so creating guides of your posts grouped collectively is a useful approach for your followers to discover precisely what they’re wanting for.

This vegan creator makes guides to plant-based eating places in their space underneath particular themes, like nachos, pizza and dumplings.

Vegan Nachos in Seattle & Tacoma

Supply: Instagram

4. Share your personal favorite merchandise

Artistic people are sometimes requested what kinds of instruments they use in their work—for instance, you would possibly ask a podcaster what sort of microphone they use or sculptor what sort of clay is their favorite. Sharing a product information provides your followers an attention-grabbing peek into your course of, and helps different aspiring creators discover the perfect instruments for them.

This artist created a guide to all of the materials they use in their work, making it straightforward for their viewers to buy the identical ones. (Professional tip: for those who’re into affiliate marketing, this could possibly be an effective way to incorporate it and make some cash).

Hannah Matcha Shop The Art Materials I Use

Supply: Instagram

5. Create a ranked listing

Rating issues (objectively or subjectively) is sort of as a lot enjoyable to do as it’s to examine—this is usually a enjoyable team-building train in addition to a fantastic methodology of making content material. Share your bestsellers, your hottest posts, otherwise you worker’s favorite merchandise in a ranked listing. You may run a contest or put up a narrative asking your viewers to rank issues, and publish the outcomes as an Instagram Information.

Go to Brisbane created a guide to the city’s top 10 signature dishes (zucchini fries rank #1).

Visit Brisbane Top 10 Signature Dishes in Brisbane

Supply: Instagram

6. Share a model story or message

It’s powerful to management what your new followers will see as a primary impression of your model—with solely 150 characters allowed in your bio and new posts shared on a regular basis, your profile at a look doesn’t give viewers a lot of an thought of who you’re.

Creating an Instagram Information that introduces your organization (and the values you maintain) is the proper approach to give potential followers a snapshot of your model. You may share firm historical past, a founder’s bio, and a few of your top-selling merchandise and even objectives as a model: consider this like a enjoyable various to a resume.

Bike firm Brompton shared some firm historical past, plus bios of present workers in this Instagram Guide.

Brompton Bicycle We Are Brompton

Supply: Instagram

Most people are accustomed to GoPro cameras, however GoPro UK made a information to the lesser-known features of the product.

Go Pro UK 10 Things You Didn't Know About GoPro

Supply: Instagram

7. Present step-by-step directions

Comparable to a information with ideas or recommendation, a information outlining step-by-step directions supplies a free service to your followers (how beneficiant!). It is a useful approach to assemble posts collectively, particularly if you’re already working an recommendation sequence or offering how-to directions on Instagram.

This digital creator usually shares how-to guides as carousel posts, however gathered all of them collectively in an Instagram Guide that covers varied methods for enhancing psychological well being.

Katie Eu Creator How to be alone and be okay with it

Supply: Instagram

8. Shoutout others in your group

It’s necessary to do not forget that Instagram Guides aren’t simply restricted to your personal content material—you may embrace posts from different creators or manufacturers too. That is each helpful to your followers and to your organization.

Guides with recommendation, posts or merchandise from a number of sources will likely be extra useful and talk extra data than guides with a single supply. Plus, together with content material from different manufacturers (psst: make certain their values align with yours!) helps you to create a optimistic relationship with them. You’re constructing group and making worthwhile connections—for instance, together with a model on a information will make them extra doubtless to need to accomplice with you on a giveaway.

Despite the fact that you technically don’t have to, it’s finest follow to ask for permission earlier than together with a put up that isn’t yours in an Instagram information. Ship a fast DM to keep away from any awkwardness later.

This improvement firm made an Instagram guide outlining the best restaurants in the neighbourhood they’re growing in—its good promoting for the eating places, and useful information for people who may be contemplating actual property in the world.

Rendition Developments Top Mount Pleasant Patio Restaurants

Supply: Instagram

9. Collaborate with a creator

Instagram supplies a number of methods for companies to collaborate with creators, and guides make up a bit of that advertising puzzle.

You may create guides that function your model ambassadors, collaborate with influencers to make Guides on their account, and extra. Comparable to the above, this helps to foster group. Moreover, it helps share your content material with a wider viewers: your followers will see your information, and the creator’s followers will see it, too.

Jewelry model Ottoman Arms collaborated with creators for this influencer-focused Instagram guide.

Ottoman Hands As Worn And Loved By Influencers

Supply: Instagram

10. Share a journey information

The journey trade jumped on Instagram Guides as quickly as they turned out there—and whether or not your followers scroll by way of to really plan journeys, get inspiration or simply to daydream about their subsequent trip, they’re tremendous participating (and sometimes, lovely).

Should you’re a travel-related firm, that is the information for you… however some intelligent outside-the-box pondering can align nearly any model with a geography-focused information. For instance, a working shoe firm might present a information to the perfect trails in a sure space, or a cat meals enterprise might make a information to cat-friendly lodges in town. The world’s at your fingertips! Dream huge!

This tour guide company in Philadelphia created a summer season information of locations to go to and issues to do in town.

Philly Phavorites: Top Things To Do This Summer
Supply: Instagram

11. Promote causes and supply assets

For firms that champion causes and have interaction in social activism, Instagram Guides present a spot to summarize efforts and share assets. In case your model isn’t particularly geared in direction of social activism, you may nonetheless do that—and in reality, you need to! Utilizing your platform for social change is nice, whether or not you’re a houselessness-focused nonprofit or a hand-crafted hair scrunchie biz.

To rejoice Black historical past month, writer Random Home created a guide to Black-owned independent bookstores.


Supply: Instagram

12. Share behind-the-scenes content material

Manufacturers in the inventive trade usually share behind-the-scenes content material (and the web loves it). Should you’ve already shared the method behind creating your crocheted halter tops or hand-carved strolling sticks on Instagram, collect that content material collectively to create a information.

This helps your viewers perceive extra about you and the way a lot work goes into your corporation, which, you already know, is nice for enterprise.

Artist @stickyriceco created an Instagram information for an anniversary sale that contained behind-the-scenes content material like unboxing a brand new product.

Celebrating 4 years with StickyRiceCo

Supply: Instagram

13. Share gross sales or particular presents

The instance above additionally reveals how you need to use Instagram Guides to promote your model’s gross sales or particular presents. You should utilize guides to share what merchandise you’ll be together with in the sale, course of pics of getting ready for the sale and even testimonials from earlier prospects.

And with that, your information to Guides comes to an finish. Time to begin making your first Instagram Information (or hold researching strategies for marketing on Instagram).

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