What is Instagram Stories and how should it help shape your social media strategy?

Friday 26th April 2019


Introduced in 2016, Instagram Stories is now one of the most popular features on Instagram and should form a key part of your hotel’s social media strategy. So, here’s a quick lowdown on Instagram Stories and our top tips for using it effectively to market your hotel.

What is Instagram Stories?

Instagram Stories lets you share multiple photos and videos that appear in a slideshow format. Your Stories don’t appear on your grid, rather users have to tap your profile picture to view them, and they are only visible for 24 hours (unless you save them as a Highlight on your profile, as explained below).


Why should I use it?

According to official figures, Instagram Stories is now used by 500 million people daily, making it a very powerful marketing tool. Stories posted by accounts you follow will appear in the bar at the top of your homepage feed, which means that your Stories are likely to reach followers who may not see your regular posts. As these posts don’t show up in your grid and disappear after 24 hours, they are also a great way to share topical images and videos, for example, promoting a special offer or showing behind the scenes footage of an event at your hotel.

How can I use Highlights?

Highlights allow you to save and categorise Stories on your profile. Your Highlights appear just below your bio and above your grid so are often the first thing someone sees when they click on your profile. Create several Highlights for different aspects of your hotel (rooms, restaurant, weddings) to give potential guests a flavour of everything you have to offer.



A few top tips

#1 Make sure all your images and videos are portrait as Stories display full screen on your phone.

#2 Keep your styling consistent. You can add text, stickers, emojis and filters to your Stories, but with so many to choose from, it’s easy to get carried away. Before you start posting Stories, decide which fonts, colours, filters and emojis best match your brand and then be consistent across all of your Stories.

#3 Maximise your reach. You can add a location, hashtags and tag other Instagram profiles in your Stories which will help it to be found by more people. But be selective – you don’t have to add all of these to every Story.

#4 Repost other people’s Stories. If a guest posts a Story showing them at your hotel and they tag you in it, you can add this to your own Story. You can also share any post from another profile on your Story as well. This is a great way to share user-generated content and let potential guests imagine themselves at your hotel.

If you would like further advice on how to get the most out of your social media accounts, get in touch with our team on 01242 682050.