What are Instagram Guides? [+ How to Create One]

If you’re on Spotify, chances are you’ve created a playlist with all your favorite songs and rearranged them in a specific order. But did you know you can do something similar on Instagram?

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Enter the Instagram Guide – a tool that lets you keep your favorite Instagram posts, reels, or lives in one place, which you can share with your community. For marketers, it’s a great way to revive old content, promote products, and showcase your brand.

Let’s take a closer look at Instagram guides, how you can leverage them in your marketing strategy, and how to make one in six steps.

What is an Instagram Guide?

In short, an Instagram guide is a collection of posts, reels, or lives, from your own feed or others.

Instagram guides

Source of images

All guides revolve around a single topic, story or idea. For example, you can create a gift guide, product roundup, or exercise routine, but more on that later.

Once you’ve created a guide, it will live under a public tab in your profile that users can visit at any time. You can also share it on your Instagram Story for more visibility.

There are three types of guides on Instagram: places, products, and posts.

  • Places is intended for sharing travel-related or location-specific content. For example, you can share your road trip route or your favorite cafes in X location.

    Example: The most Instagrammable places in Phoenix.

  • Some products is intended to showcase products from Instagram Shops. You can create anything from product tutorials to lists of your favorite products or brands.

    Example: My 8 essential products for sensitive skin.

  • Posts is for articles, comments or anything else of interest that you have shared or saved with others. This type focuses less on the visuals and more on your storytelling abilities.

    Example: How to Establish a Healthy Morning Routine.

With a solid understanding of the guides, let’s discuss the benefits of using them in your Instagram marketing.

Instagram guides for marketing

Instagram has countless features for marketers, but what makes Guides stand out from the crowd?

Check out the top benefits of using Instagram Guides in your marketing:

1. Revive your old content

Content on Instagram has a short life cycle. After hitting the “publish” button — and watching the likes pour in for a day or two — your content remains on your feed, gathering dust.

With Guides, you can shine a light on your past content. When a user clicks on an individual post in your guide, it takes them to the original post, giving it a new lease on life.

2. Drive traffic to your blog or website.

Guides are a great way to share your tips, tricks, advice, and recommendations on specific topics, but you don’t have to reveal everything.

Instead, use the guide to summarize a point or two from your blog posts, then encourage people to visit your blog for more details (or more tips). This way you can drive traffic to your other channels.

3. Present your brand.

Instagram Guides are a great way to introduce new and current customers to your brand and its values. Use them to highlight social responsibility work, new milestones, behind-the-scenes content, or new initiatives.

For example, fashion marketplace Vestiaire Collective promotes its brand values ​​by publishing guides on building a more sustainable wardrobe and the power of upcycling.


4. Leverage user-generated content.

With Guides, you can combine other users’ content with your own, providing the ability to leverage user-generated content.

For example, suppose you run a brand of sunglasses. You can create a guide titled, for example, “The Most Trending Sunglasses of 2022” that has photos of your customers wearing your products. What better way to leverage UGC, promote your products, and attract new customers, all at the same time.

5. Promote your products without being too salesy.

If you’re struggling to promote your products without looking like an infomercial, Instagram guides are a great way to strike that balance.

Returning to the sunglasses example above – if you were to create a guide for your new collection, you could add value to the reader by including tips, tricks or hints in the guide. Then, title your guide in a way that puts value first, like “How to Style Oversized Sunglasses.”

It’s a way to subtly promote your products without it being the center of attention.

How to Create an Instagram Guide

Creating a guide is relatively easy, but you’ll need the latest version of Instagram before you can get started. It’s also a good idea to think about the type of guide you want to create and take note of the content you want to include. Then follow these steps:

1. Go to your Instagram profile and tap the plus (+) button. This opens a menu with options of what you can post on Instagram. Tap “Guide”.


2. Next, tap on the type of Instagram guide you want to create. You can choose from Places, Products or Publications.


3. Select the content you want to add to your guide. This may be content that you have shared or saved with others.


4. From there, you will need to write a few details about your guide, namely the title and summary. You will also need to upload a cover photo if you want to change the one provided by Instagram.


5. As you scroll through the guide, add titles and descriptions, comments or thoughts to each post.


6. Once you’re happy with the guide, click Share.

Instagram guides are all about repurposing content. So take a look at your feed and find new stories you can tell. Use the tips in this article to make your guides an effective marketing strategy for engaging users, promoting your products, and showcasing your brand.

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