In today’s fast-paced digital world, Instagram has become a crucial platform for businesses to connect with audiences, build brand awareness, and drive sales. While most businesses focus heavily on Stories, Reels, and Posts, one powerful yet underutilized feature is Instagram Guides. Whether you’re a small business owner, content creator, or someone enrolled in Digital Marketing Courses in Pune, learning how to effectively use Instagram Guides can give your marketing strategy a competitive edge.
Instagram Guides offer a creative and organized way to share curated content, product recommendations, tips, or location-based insights with your audience. This article explores everything you need to know about Instagram Guides, from how to create them to best practices for maximizing business impact in 2025.
What Are Instagram Guides?
Instagram Guides are a content format that allows users to compile posts, products, or places into a scrollable, blog-style guide. Introduced in 2020, Guides are ideal for sharing step-by-step instructions, listicles, product reviews, or curated recommendations in a clean and engaging format.
There are three types of Instagram Guides:
- Places Guide – Share recommendations based on locations.
- Products Guide – Curate a list of products from Instagram Shops.
- Posts Guide – Compile your posts or saved posts around a topic.
Unlike Reels and Stories that disappear or get lost in the feed, Guides offer evergreen content that stays on your profile and can be revisited anytime.
Why Should Businesses Use Instagram Guides?
For businesses, Instagram Guides provide an opportunity to deliver value-packed, long-form content without redirecting users to external blogs or websites. Here are a few compelling reasons to include Guides in your Instagram marketing strategy:
- Boost Brand Authority
Guides allow you to educate your audience in an informative, easy-to-consume format. By creating guides on industry tips, product usage, or how-to content, your brand is seen as an expert in the niche.
- Extend Content Lifespan
Unlike Stories or feed posts that can fade away quickly, Guides prolong the visibility of important content by curating it all in one place. You can continually update Guides and share them repeatedly in Stories or Highlights.
- Promote Products and Services
Using the Products Guide type, you can showcase your top-selling items, seasonal offerings, or bundles. It’s an effective way to create a mini-catalog or highlight user-generated content related to your brand.
- Encourage Engagement and Shares
Instagram Guides can be shared via DMs, Stories, or even linked in bios and captions. When you provide value or solve problems for your audience, you increase the likelihood of engagement and content sharing.
How to Create an Instagram Guide for Business
Creating an Instagram Guide is easy and doesn’t require any additional tools or design experience. Here’s a step-by-step guide to get you started:
Step 1: Go to Your Profile
Open the Instagram app and go to your business profile. Tap the “+” icon in the top right corner and select “Guide.”
Step 2: Choose a Guide Type
You’ll be prompted to choose from:
- Places
- Products
- Posts
For example, if you want to recommend your top-selling skincare products, select Products. If you’re curating posts about your services or client testimonials, select Posts.
Step 3: Select the Content
Depending on the Guide type, you can choose posts from your own feed, saved posts, or products from your Shop. You can also search for relevant locations or tag other accounts’ content if it supports your narrative.
Step 4: Add Titles and Descriptions
Write a compelling title and introduction for your Guide. For each post or product you add, write a short description explaining why it’s included or how it benefits the reader. Make sure to include relevant keywords for SEO within Instagram’s internal search.
Step 5: Publish and Promote
Once you’re satisfied with your Guide, hit Publish. You can then share it to your Stories, mention it in captions, or pin it to your profile. Consider adding a custom Highlight just for your Guides to increase visibility.
Best Practices for Using Instagram Guides Effectively
- Stay On-Brand
Make sure the tone, visuals, and content in your Guides match your brand identity. Use a consistent color palette, voice, and messaging style that aligns with your overall Instagram content strategy.
- Add Value, Not Just Promotion
Avoid turning your Guide into a sales pitch. Focus on providing value—whether it’s educating your audience, offering tips, or solving a specific problem. This builds trust and positions your business as helpful rather than pushy.
- Use High-Quality Visuals
Since Guides rely on existing posts or products, it’s important to maintain high-quality imagery across your feed. Invest in good design and clear visuals to make your Guides more engaging and professional.
- Optimize with Hashtags and Keywords
Although Instagram Guides don’t support hashtags in the same way as regular posts, you should still use SEO-friendly titles and descriptions. Include your niche keywords naturally to improve discoverability within the Instagram ecosystem.
- Promote Guides Across Other Platforms
Share links to your Guides in newsletters, blogs, LinkedIn posts, or other social channels. This not only drives traffic but also strengthens your multi-channel presence.
Content Ideas for Instagram Guides
Not sure what kind of Guides your business should publish? Here are a few content ideas tailored to different industries:
For E-commerce Brands:
- “Top 10 Summer Essentials from Our Store”
- “Customer Favorites: Products Rated 5 Stars”
- “How to Style Our Best-Selling Accessories”
For Service-Based Businesses:
- “Our Complete Guide to [Your Service]”
- “Before & After Transformations Using Our Services”
- “Client Testimonials You’ll Want to Read”
For Coaches and Educators:
- “Step-by-Step Guide to Building a Morning Routine”
- “5 Productivity Tips You Can Start Today”
- “Tools and Resources We Recommend for Growth”
For Local Businesses:
- “Best Places to Visit in [Your City]”
- “Our Favorite Local Collaborations”
- “Weekend Itinerary Featuring Our Products/Services”
Case Studies: Brands Using Instagram Guides Well
- Glossier
Glossier uses Instagram Guides to feature curated skincare routines, tutorials, and community-favorite products. They combine helpful tips with subtle product promotion for a soft-sell approach that resonates with followers.
- Airbnb
Airbnb shares local travel recommendations through Places Guides, spotlighting cities, hidden gems, and experiences. This not only supports their hosts but enhances the traveler’s journey through curated inspiration.
- Headspace
The mindfulness brand uses Posts Guides to compile mental health tips, guided meditations, and motivational quotes. This keeps their profile focused on value and community support.
Common Mistakes to Avoid with Instagram Guides
While Guides are easy to use, businesses can fall into some common traps:
– Using Low-Quality or Irrelevant Posts
Make sure all the content you include in a Guide is relevant and professionally presented. Outdated or unrelated content can confuse or disinterest your audience.
– Writing Weak Titles and Descriptions
Your Guide’s title should be compelling and searchable. Avoid vague phrases and instead use specific, benefit-driven headlines that entice people to click.
– Not Promoting Your Guides
Simply publishing a Guide isn’t enough. You need to share it regularly, especially in Stories or in your bio link, to get the most value.
The Future of Instagram Guides in 2025
With Instagram focusing more on multi-format storytelling, Guides are expected to become more integrated into content strategies. We may see better analytics, advanced formatting tools, or even integration with AI-powered recommendations.
As more users seek curated, thoughtful content rather than endless scrolling, Guides will become a valuable tool for niche marketing, thought leadership, and brand storytelling.
Conclusion
Instagram Guides are a powerful yet underused feature that businesses can leverage to provide long-form value, showcase products, and engage their audience more deeply. By understanding how to strategically create and promote Guides, your business can stand out in a saturated content landscape.
If you want to master Instagram Guides along with other cutting-edge tools and techniques in social media marketing, consider enrolling in a digital marketing institute in Pune that offers hands-on training, expert-led sessions, and industry certification. With the right skills and strategies, your brand can thrive on Instagram and beyond in 2025.