While Instagram Guides are no longer supported as of June 2023, this guide provides insights into how they functioned and how similar content curation strategies can still be applied to boost engagement on Instagram. Understanding these principles is still valuable for maximizing the impact of your posts.
Creating engaging Instagram posts takes time and effort. Strategizing, drafting, designing, and editing are all crucial steps. It can be frustrating when posts don’t perform as expected or engagement is short-lived. So, how do you maximize their impact and unlock their full engagement potential?
Previously, Instagram Guides offered a solution. They allowed users to curate collections of published posts, providing valuable content and generating likes, comments, and shares long after the initial post.
In 2020, Instagram introduced Guides as “…a way to more easily discover recommendations, tips and other content from your favorite creators, public figures, organizations and publishers on Instagram.”
Like Stories Highlights, Guides enabled repurposing and curating content from your brand, partners, and community. However, Guides only used published posts.
Let’s explore the different types of Guides and how content curation can still be valuable today.
Understanding the Different Types of Content Curation on Instagram
While Guides are gone, the principles behind them remain relevant. The three main types of Guides (post, product, and place) offered different ways to engage your audience, and these approaches can still inform your content strategy.
Leveraging Content Similar to Post Instagram Guides
These Guides allowed curating posts around themes and events. They were useful for introducing the people behind your brand and sharing content from creators. They were also great for sharing helpful resources like how-to guides and curated listicles. Popular topics included celebrating specific events and sharing mental health tips.
To create similar content today, consider:
- Creating themed highlight reels of your best posts.
- Collaborating with other accounts to create joint content series.
- Developing blog posts or carousels that expand on topics introduced in previous posts.
Showcasing Products Similar to Product Instagram Guides
Product Guides featured e-commerce products sold on Instagram. They highlighted your products or products from a partner brand or creator. Holiday product Guides are excellent examples of positioning your products around an exciting moment. Also, product Guides inspired by pop culture and topical events drive excitement—just make sure they’re the right fit for your brand.
To showcase products effectively now:
- Use Instagram Shopping features extensively.
- Create shoppable posts and stories.
- Partner with influencers to create sponsored content featuring your products.
Highlighting Locations Similar to Place Instagram Guides
Place Guides spotlighted specific locations important to your community. They made it easy to curate a Guide using posts from certain geotags. Highlighting multiple places with a common theme was ideal for sharing content captured by your audience, like on your university’s campus or from your brick-and-mortar store.
To highlight locations now:
- Encourage user-generated content by running contests and giveaways.
- Create location-specific content series.
- Partner with local businesses to cross-promote each other.
How to Create Compelling Content Collections on Instagram
While the specific “Guides” feature is gone, the underlying principles of content curation are still valuable. Here’s how to apply those principles to build engaging experiences for your audience:
- Plan Your Theme: Decide on a central topic or theme that resonates with your audience. What questions are they asking? What interests do they share?
- Curate Existing Content: Identify your existing posts that align with your chosen theme. Look for posts that generated high engagement or provided valuable information.
- Create New Content (If Needed): If you don’t have enough existing content, create new posts to fill the gaps. This could involve writing new captions, creating new visuals, or even filming short videos.
- Organize Your Content: Arrange your content in a logical and engaging way. Think about the story you want to tell and how each post contributes to that narrative.
- Promote Your Collection: Share your curated content through various channels, such as your stories, feed posts, and even in your bio link.
Instagram Guide Examples to Inspire Your Content Strategy
Even though Guides are no longer available, examining successful examples can still offer valuable insights for crafting compelling content.
Examples for Themed Content
1. Indiana University: Their Guide introduced the university’s ambassadors, showcasing the people behind the brand. This approach can be replicated through employee spotlights or team introductions in regular posts or stories.
2. Sprout Social: Their Guide on celebrating Pride combined data, team experiences, and brand examples. Similar content can address community questions or concerns thoughtfully by including diverse perspectives.
Examples for Product Showcases
3. Petco: Their Guide for new pet parents spotlighted trending products with user-generated content. This approach can inspire showcasing products through relatable and inspirational user-generated content.
4. Grove Collaborative: Their Guide promoted plastic-free products, highlighting a brand value. Consider highlighting a value important to your brand and community to draw attention to specific product lines or campaigns.
Examples for Location Spotlights
5. Hotel Whisperer: Their Guides curated elegant hotels, sharing special tips and fun facts. This approach inspires sharing behind-the-scenes looks and unique insights to create an immersive experience.
6. Explore Uptown Chi: Their Guide showcased local restaurants and Lunar New Year traditions. Partner with other businesses and community members to weave education and user-generated content together.
Building a Strong Content Strategy for Your Business
Now that you know how to think about content curation on Instagram, it’s time to build your own strategy.
Start by figuring out what kind of content would resonate with your community. Are they having conversations about an upcoming event or popular show? Are they preparing to start traveling again? It’s important to meet your audience where they are.
After you determine what your audience is looking for, take stock of your brand’s Instagram goals and existing posts. Which type of content can you create that would integrate your goals and your community’s needs?
While the Guides feature is gone, the potential for repurposing existing posts into a meaningful new experience for your Instagram community remains. There’s still room to create something unique and innovative.
