Since the launch of business profiles in 2014, Instagram has proved to be a powerful marketing tool for B2B and B2C brands alike. With 2 billion monthly active users, it’s highly likely that at least a portion of your target audience is on Instagram. But what’s the best way to reach them?

Right now, the two most popular features on Instagram are Reels (vertical videos à la TikTok) and Stories (images and videos that disappear after 24 hours).

While both features can benefit your business, when, how, and why you use them should vary depending on the content you have to share and your social media strategy.

Today, we’re reviewing the differences between Instagram Reels and Stories and sharing a few best practices for each:

Reels vs. Stories: What’s the Difference?

Both Reels and Stories can be used to share video content on Instagram. However, they reach different audiences and ultimately engage different consumers in your marketing funnel.

Difference #1: Audience

Instagram Reels are viewable by all users. People may find your Reels through:

• Browsing the Reels or Explore tabs
• Following hashtags
• Trending sounds and effects

Meanwhile, Instagram Stories are mostly shown to users who already follow your profile.

Because Reels have greater potential to be discovered by the huge, diverse Instagram community, they can be an effective way to increase your reach and pick up new followers.

Stories are best used to keep your brand top-of-mind among your loyal follower base.

Difference #2: Format

Instagram Stories is an easy, versatile format that can be used to share:

• Videos up to 60 seconds long (although shorter is better)
• Static images with text overlays
• Links
• Hashtags
• Interactive Q&A stickers and polls
• Posts from your feed (or others’ profiles)

Instagram Reels, on the other hand, are intended for 15 to 90-second vertical videos in the style of TikTok. You can film and edit Reels using Instagram’s built-in tools to add special transitions, effects, and audio, or simply upload pre-edited videos.

Difference #3: Cadence

Because Stories are temporary (remember, they disappear after 24 hours!) you can — and should — post daily or multiple times a day.

Since Reels are more time-intensive to create, it makes sense to publish one to three per week.

Difference #4: Content

Stories lend themselves well to short snippets of content that engage your existing following. Ideas for Stories include:

• Behind-the-scenes content
• CTA links to blog posts or special discounts
• Repurposed user-generated content (UGC)
• Q&A, polls, and countdown timers
• “In the moment” event coverage
• Slideshow-like infographics

Reels are meant to be creative and fun. And just like TikTok, authenticity is key. Forget hard selling. It’s all about brand awareness and affinity here! Check out these ideas for Reels:

• Insider content (Think “A Day in the Life” or “How it’s Made”)
• Trending audio, filters, and voice effects
• Before and after transitions
• Storytelling through visuals and/or voiceover

Top Takeaways

As you can see, both Instagram Stories and Reels have their place in any social media strategy. One isn’t necessarily better than the other, but it does matter when, how, and why you’re using each feature!

To sum it up:

If your goal is to increase overall reach, use Reels.
If it’s to maintain contact with current followers, create Stories.

If you want to promote, inform, or engage, go with Stories.
If you want to build awareness and affinity, try Reels.

If your content has a limited shelf-life, use Stories.
If it’s more evergreen, choose Reels.

Do you have any questions for our social media and digital marketing team? Drop us a line! We’d love to learn about your marketing goals.