Instagram Guides: What You Need to Know in 2023

by | Last updated Mar 19, 2024 | Digital Marketing

Read Time: 5 min read

Summary: TL;DR: Instagram Guides are a versatile feature allowing users to share recommendations, tips, and more. There are three types: Post Guides, Product Guides, and Places Guides. Post Guides help with how-tos and FAQs, Product Guides promote items from Instagram Shop, and Places Guides highlight locations. Creating Guides is easy: select a type, add content, and share. Benefits include boosting brand loyalty, engaging users longer, utilizing keywords for search, collaborating with influencers, driving sales, reusing old content, and supporting causes. Guides offer a fresh way to connect with followers and expand reach on Instagram, making them a valuable tool for businesses and brands looking to enhance their social media presence.

In spring of 2020, Instagram released a new feature called Instagram Guides, giving select accounts a way to repurpose existing content centered around recommendations and tips for well-being. Since then, Instagram has expanded Guides across the platform, opening them up to all users and making it easier for brands and businesses to use them as a part of their social media and content strategies. Here’s everything you need to know about Instagram Guides!

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What Are Instagram Guides?

Instagram Guides are a feature that allows users to easily discover and share recommendations, tips, and other content from individual creators, small businesses, or brands. Using a combination of text and visuals, Instagram Guides resemble list-style blog posts and help you create in-depth content for your followers. While they appear in their own tab separate from your main feed, they can be discovered on the Explore Page or through Instagram Stories and direct messages.

Types of Guides

There are three types of Instagram Guides you can create: Post Guides, Product Guides, and Places Guides. Keep reading for more information and examples about each type.

Instagram Post Guides

Creating Instagram Post Guides is simple, and you can even repurpose existing content when creating one. Think of this Instagram Guide as a collection of posts on the same topic—like furniture and decor retailer West Elm’s “Table Inspiration” Guide. Post Guides can be used to present step-by-step how-tos, answer frequently asked questions, or simply provide additional information on a topic of interest for your audience. Once you’ve selected the posts for your guide, add an engaging title and description to give your followers additional context.

Instagram Product Guides

If you want to promote products, announce a new collection, or create a gift guide, Instagram Product Guides are a great option. You can only feature items listed in Instagram Shop, which means you’ll need to set up a Shop for your business if you haven’t already. This also makes it easier to create guides for your own products and even be featured in posts that other Instagram users make. The “Shop Local: Santa Fe Guide” from @simplysantafenm demonstrates how Product Guides can engage an audience on a personal level by providing context for how various products might fit into a lifestyle.

Instagram Places Guides

Instagram Places Guides are created using public posts made with a location tag. These Guides can serve as part of a hyperlocal marketing strategy, highlighting popular local businesses like hotels, shops, bars, and restaurants. Additionally, Places Guides can be used to share vacation and travel ideas, as with travel journalism account @hotelwhisperer’s “8 Luxurious South African Escapes.” Once you’ve selected which posts to include in your Guide, you can add interesting headers and descriptions to give your followers more context as to why you chose each place.

How to Create Instagram Guides

Instagram Guides are a quick and easy way to create more social content. Follow these steps on how to make Guides on Instagram!

  1. Start by going to your profile page, NOT your feed page.
  2. Tap the plus icon in the top-right corner.
  3. From the options, select “Guide.”
  4. Choose from one of the three guide types: Posts, Products, or Places.
  5. Begin building out your guide by adding photos, titles, and descriptions.
  6. Once you’re finished, tap “Next” in the upper right corner.
  7. Add a title to your Guide and to each post. You also have the option to add descriptions.
  8. Tap “Share.”

Once you publish your Guide, make your followers aware by posting it on your story. This will encourage them to read, like, and share it on their own stories.

How to Edit Instagram Guides

After creating an Instagram Guide, you can edit the content at a later date. To edit an Instagram Guide, follow these steps!

  1. Tap the three-dot icon in the upper right-hand corner of the Guide.
  2. Select “Edit Guide” from the options.
  3. Change the cover photo of your Instagram Guide by tapping “Change Cover Photo” on the existing image and selecting a new image from your feed.
  4. Scroll down through your Guide content.
  5. Add, edit, or remove titles, descriptions, and photos as needed.
  6. Tap “Done.”

Benefits of Using Instagram Guides

Adding Instagram Guides to your social media marketing strategy is simple, especially if you’re already on the platform. Here are a few reasons to use Instagram Guides!

Boost Brand Loyalty

Creating an Instagram Guide that shares your brand story and values can impact your followers’ opinion of your brand—and, in turn, build brand loyalty. Many Instagram business accounts lack personality or clear principles, so don’t be afraid to be authentic and use Instagram Guides to make connections with your followers.

Keep Users Engaged

Similar to Instagram Reels, Guides are a type of long-form content that can keep users engaged for longer. Unlike regular feed posts, a guide can help users discover more about your brand, be exposed to new products, learn from your tips, and look at similar posts you’ve shared that are grouped in one place for convenience. Your engagement metrics can also increase from users liking, sharing, commenting, and making purchases directly from an Instagram Guide.

Take Advantage of Keywords

Instagram’s updated search function allows users to search for content by broad keywords in addition to profiles, hashtags, and locations. This gives you an opportunity to include relevant keywords in your guides that can help increase your chances of showing up in Instagram searches, as well as on a user’s Explore Page.

Collaborate with Influencers

Influencer marketing is a major part of Instagram, as it helps introduce products or services to new, relevant audiences. Creating Instagram Guides gives your brand another way to collaborate with influencers. With Instagram Product Guides, influencers can help promote your products by sharing your guides in their stories or even feature your business’ items on their own guides.

Drive More Sales

Product Guides are a great way for businesses to promote their products and potentially increase the chances of making a sale through social media. Whether you’re creating a gift guide or highlighting your bestsellers, you can expand your reach when selling on Instagram by pairing the Instagram Shop and Instagram Guides features together.

Reuse Old Content

Instagram Guides are worth the minimal effort they take to create, especially since they’re made from repurposed content. Turning your own posts and user-generated content into an Instagram Guide helps you get value of new and old content alike, allowing you to advertise products, promote your business, provide how-tos, and more, all without generating content from scratch.

Bring Awareness to Causes

Studies show that 82% of consumers care about whether a brand’s values align with their own. Try using Instagram Guides to showcase a movement that your brand supports or highlight businesses that are promoting a good cause. If there’s something that you care deeply about, chances are your followers may also share that passion!

Interested in using Instagram Guides for your brand? Hurrdat Marketing can help you create a social media strategy designed to reach your target audience. Learn more about our social media marketing services!

Kennedy Martinez


Kennedy is the Content Director at Hurrdat, where she works to develop content marketing strategies for local and national clients. She manages a team of content strategists and editors who write compelling, web-optimized copy and conduct thorough competitive analyses and keyword research. Kennedy works to reach target audiences at various points in the sales funnel through evergreen blog strategies, SEO-focused website builds, optimized landing pages, and content repurposing.

Kennedy is originally from Grand Island, NE and has a Master of Science in Digital Marketing from the University of Colorado Denver. In her free time, she enjoys reading, crocheting, and watching cooking competition shows.

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