Instagram is no longer only for posting selfies. For business owners, it has become the number one destination to reach new customers and keep existing customers active. Choosing the wrong format on Instagram can mean the difference between content that is viewed and content that gets skipped.
Both Reels and Stories provide businesses with an opportunity to differentiate themselves, but they have different purposes. There are a few stark differences between the live period to the ability to connect with your audiences. By the end of this post, you will understand what Instagram features align with your business goals for the year 2025.
Instagram offers two relevant ways of putting out content. Both Reels and Stories have something different to offer, so you will be able to identify what is critical to separate them. Knowing the details of each platform will assist you in making the best decision for your specific business goals.
Reels are Instagram’s version of short, snackable videos that are made to engage the audience and be embedded in people’s feeds for the endless scroll. You can think of Reels as mini-television commercials that are meant to stick.
This is built to help your content go way beyond your existing followers. If your goal is to reach more people or grab the attention of people who haven’t discovered your page yet, Reels create an excellent opportunity for you.
Stories are those fast and furious vertical stories at the top of everyone’s Instagram feed. Stories act like sticky notes; you can put them down for 24 hours, and then poof, they disappear unless you save them in a highlight.
Stories are an excellent way to show the day-to-day authenticity of your business, share quick updates, or get direct feedback. Because they are at the top, they are always one of the first things your followers see in their feeds when they enter Instagram.
When deciding between Reels and Stories for your business, it isn’t only about how you style your content or how it looks. You are looking for the best feature to get the most eyeballs on your content, keep a viewer’s attention, and initiate lasting actions. The next sections will break down the reach, interaction, and longevity of each featured format so that every post helps you achieve your goals.
The biggest difference between Reels and Stories is who has actually seen your content and how seamlessly it can reach people outside of your current audience.
Reels pop into the Explore tab, the Reels feed, and they can even appear between posts as users scroll.
With effective hashtags or trending sounds, your Reel can reach new people who are not currently following you. Hashtags are crucial for Reels because the right hashtags assist with discovery and put your videos in front of shoppers looking for what you are selling.
Instagram wants to display reels that have engagement. If people watch or share your video, the algorithm is going to push out more of your video to more users (like a snowball effect).
Stories come directly to your followers. They appear at the top of the home screen, so when your followers open Instagram, they will know there is an update. New users will not see it unless they are following you.
You control your visibility. You can create a Close Friends list that limits your stories, or you can hide your Story from certain users.
And while Stories do not have hashtags, nor are they available on the Explorer page like Reels, your followers will see your Stories almost every time they log into the app!
If you want a larger scope of discovery, film a Reel and hone in and market your viral offer to new customers who have yet to discover your account.
Stories take your previous engagement one step further. Stories are typically for personal content, and you connect with your existing followers much more deeply.
Engagement tools allow users to take action.
Being seen is a start, but you want to prompt buyers to click, vote, comment, or share — these small actions add up to big results!
Polls, emoji sliders, and Q&A stickers give the audience a chance to engage right into your Story.
You can get feedback, mini-surveys, or fun quizzes that inspire engagement.
The link sticker (if you are permitted) smoothly takes users from your Story directly to your website, a product page, or whatever you want to send them to. This means Stories is an even more direct traffic source.
Swipe-up links were once the holy grail. Now, we not only have link stickers, but they’re also more versatile and better at helping all sizes of businesses send potential customers to important places.
These tools initiate viewer activity that leads people back to your business. Don’t forget that your audience can tap, type, and go to a link from all possible sources – even while your business remains on their mind.
Reels are designed to reward engagement. Likes, shares, saves, and especially Reels comments all contribute to pushing your content out more widely. Each time someone engages with your content, even if it’s just a quick response emoji, it signals to the algorithm that this video is worth viewing. That is when your reach grows exponentially.
Of all the available engagement tools, the Reels comments section may be the most underappreciated. Most see this as a place of feedback, but really, this is where engagement begins. When a viewer asks a question, compliments your work, or shares an opinion, responding can result in a connection but can also increase your discoverability. Legitimate Reels comments can spark your video being promoted to viewers days after it has been posted.
Sharing matters, too. Viewers can share your Reel with their friends or repost to their own Stories, giving your content a second chance for impact. Reels don’t provide interactive stickers or links like Stories, but without a doubt, the impressive shareability of Reels makes them one of the strongest vehicles for long-term discovery.
Pro Tip: Use both together. Post a Reel, and then help your audience better connect with your brand with a Story right after asking them what they thought, or create a poll based on the topic of the Reel. This promotes a feedback loop to maintain high engagement and stay top of mind.
Instagram Reels and Stories both have advantages when showing off your business. Understand the strengths of each in regard to each goal, and that is the trick to staying visible and creating the most value from your content. Here’s how to align your ideas with the appropriate tool to maximize both quality and results:
Reels are most effective when your goal is to be seen in front of new niche audiences, outlining your best work, or when you want to provide evergreen content that has a long shelf life. Reels are fun, short, they work, and they stick around way longer than Stories.
Keep your branding clear but natural. Use a logo or color scheme for your brand to help your viewers remember you. If you want to stand out from the crowd, catch new followers, or develop a library of content that works for you long after it’s posted, Reels are the perfect solution.
The real magic of Stories comes when you want to keep close to your current audience, get people onboard to complete an action quickly, or show the “real” side of your business at the moment. The short life span of Stories always creates just enough urgency for viewers to check in frequently – no one wants to miss out!
Stories create a rhythm for your followers, like a daily coffee with you or the news. When you are looking to create trust, collect feedback, or kickstart immediate action, you have a behind-the-scenes facility that creates a winning partnership with those you know best.
When choosing between Instagram Reels and Stories, it can feel like choosing between two strong teammates. Both are strong, but the best decision comes from understanding how to use them both and knowing when to strategize each within your content plan. The most successful brands using Instagram are sufficiently monitoring their own goals, their audience behaviors, and their available time each week. Here’s a way to make these decisions and utilize both offerings.
Before you post, identify what you want Instagram to do for your business. Each feature offers something different; therefore, your goals should lead the process.
Do you want to broaden your brand awareness? Focus on the Reels. Reels create the opportunity to be discovered by a larger audience, including those who don’t follow you yet.
Do you want to tighten the connection to loyal followers? Use Stories. Stories are a great way to communicate with your audience, who already have some interest in what you have to share.
Do you want to convert to sales or create traffic fast? Use Stories with links and stickers as a fast track or something like that, and links for ease.
Don’t feel like you have to choose. Several businesses alternate between both, depending on the campaign or what is happening that particular week.
You also need to consider what your followers prefer. Look at your Instagram analytics to see when your followers are online, what they are likely to consume, and which posts have received the most engagement.
Some followers scroll through Reels solely for inspiration or for entertainment.
Some followers check what’s happening on Stories, looking for news, great deals, and/or updates relevant to brands they love or care about.
Your audience may like both, but at different times of the day.
Use what you learn to inform a posting strategy. There is no perfect solution, so try a few experiments. Post a Reel and share it to your Story. Use Stories to preview a new Reel and see what gets more traction.
Time is always a consideration, and Reels take longer to create than Stories because you may have several edits, music, effects, etc. Managing Stories only takes a minute or two with your phone, and it doesn’t have to be perfect – they are likely to connect with you regardless.
Once you get accustomed to using both platforms, you can shift how you allocate your time. Some brands end up posting Reels two or three times a week and filling in the rest of the days with Stories.
You don’t need to choose your favorite. The real magic happens when you combine these formats. Here are two easy ways to create a simple combination:
Combining the formats allows you to keep your content shiny and interesting in the feed. You may even find some followers start with your Stories and find themselves following your Reels and/or vice versa.
Every business has a different Story, pace, and personality. Play to your strengths.
If you are hands-on or visual (like food, beauty, or fitness), use Reels to share your craftsmanship or creativity. Show results, how-to videos, or before-and-after results in bite-sized formats.
Instagram gives you the tools, and it is up to you to find the way that makes sense for you. Trust your gut, pay attention to your followers’ reactions, and make changes where it feels appropriate. You’ll find your perfect combination and end up with a stronger and more flexible Instagram plan for your business.
Both Instagram Reels and Stories give you authentic ways to be real with your audience, and both offer solid benefits worth taking advantage of. Zoom out to reach larger groups of potential customers with Reels or satisfy individual loyalty by sticking in Stories; these tools facilitate different objectives and can easily work together to stimulate your brand. There is no waiting for the perfect strategy.
Start posting, pay attention to what happens, and adjust your combination as necessary. The best combination is one that fits your business and your followers. Make Instagram feel like your own space; play around and see what engages people.
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