Jessie Donlon
Posted by Jessie DonlonDecember 15, 2020 6:00 AM

Instagram isn’t slowing down with its release of new features anytime soon - there is already a new kid in town and it's called, Instagram Guides. After launching to select creators, public figures and brands in May, Instagram has finally extended its new feature to all users!  As Instagram continues to grow, they have released more features that seem to cater directly to businesses and creators, and this is certainly one of them! 

As new trends and features arise, there can be a “slow burn” (what we Kacey Musgraves fans like to call it) when it comes to user acceptance. Remember when people weren’t on board with Instagram stories? You may not be seeing Instagram Guides take hold quite yet, but that doesn’t mean they won’t soon be just as common as a story.

Here's What We Know About Instagram Guides: 

What is it? 

In short, Guides are Instagram’s newest way to create and consume curated helpful tips or recommendations in a simple and digestible format. Fitting with its name, this feature was created for people and brands to share step by step Guides, how-to's, tips, etc. For posts that are a bit more detailed than a 1-2 sentence caption, like “How to Cook an Artichoke” or “Berry Smoothies 3 ways”, Guides are the perfect place to add in step by step instructions and details. I like to think of Guides as Instagram’s in-app version of a blog - you can make it whatever you decide!


How do you use it?

First, you will go to your brand's profile and press the “+” button in the upper right hand corner and select “Guides”. 

When creating a Guide, you are prompted to select one of the following:

  1. Places - you can add locations and attach any images that have been associated with that location. This may be an opportunity to add your growing locations and/or feature employees or customers who have visited your fields to give your larger audience a behind the scenes view! 
  2. Products - You can add any product that is attached to Instagram Shopping to “recommend” to your audience. If your brand does not have this set up because of a lack of e-commerce, don’t worry, you still have 2 other great options.
  3. Posts - Now this is where we see Fresh Produce brands really shining! 

When you select “Posts” you will be able to select any previous post you’ve shared to add it to your Guide! 

For example, if you want to create a Guide on “Healthy New Year Snack Hacks”, you can go through your previous posts and select the images that you would like to feature. Then you can go back and add in details to each image like a blog post! 

Where can you see other Brands' and Creators' Guides?

Guides will show up when you visit a profile as a tab you select (similarly to IGTVs). Though it is currently only visible on the profiles of the specific creator, Instagram has noted that they will be adding Guides to the explore tab soon! 


Is it right for business? 

While it is important to become familiar with new features before potentially wasting time and money on something that isn’t going to help grow your brand or add anything of value, it’s possibly even more important to know when it’s time for you to jump into the deep end and try something new. There is something to be said for getting ahead of the curve. 

This feature could be a real area of opportunity for fresh produce marketers! We have felt the frustration when it comes to new features that maybe don’t feel like the perfect fit for a fresh produce brand, but fortunately guides are something that your brand may be able to implement into your strategy rather simply! 

Most fresh produce brands are already so helpful and detailed when it comes to sharing our knowledge, Ocean Mist Farms’  variety of “how-to” videos are a great example of this! When it comes to guides, the possibilities are endless - you could share how to find the freshest fruit in the grocery store, how to freeze berries, how to cook an artichoke, 5 ways to use celery…. The list goes on and on. 

Why not take some of this knowledge we already have and make it more accessible and digestible to our social audience?


How to start implementing it into your social strategy?

Now that you know a bit more, how are you feeling about testing the waters with Instagram Guides? We recommend coordinating with your marketing team to discuss some of the content you already have available that could be reworked to create an Instagram Guide. That way you can decide if this is something that you feel is adding to your brand and your presence on Instagram!

Here are some of our favorites to get you started!  

In this era of social media innovation, staying on top of the new features is a job in itself. Luckily, we’ve got your back! We hope this overview has given you a better understanding of this new feature and helped to outline the first step should you decide Instagram Guides are the right choice for your business! 

If you want to chat more about social opportunities, contact us for a social media brainstorm today!

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Topics: Marketing Trends, Tools, & Insights, What's Hot

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