How Brands Are Using Instagram Stories: Strategies, Examples, and Best Practices

In today’s digital-first world, visual comprar seguidores instagram reais storytelling is essential for brand success—and Instagram Stories are at the heart of this trend. Since their launch in 2016, Stories have evolved into one of the most engaging features on Instagram, with over 500 million daily active users consuming vertical, short-form content. For businesses, this means a huge opportunity to connect with audiences in a casual, authentic, and interactive format.This article explores how leading brands are using Instagram Stories to drive awareness, boost engagement, and fuel conversions—with actionable strategies you can apply to your own business.

Why Instagram Stories Work for Brands

Before diving into real-world examples, let’s explore why Instagram Stories are such a powerful tool for businesses:

• Visibility: Stories appear at the top of the Instagram feed, offering high visibility.
  
• Authenticity: Unlike curated feed posts, Stories can be casual and real, building trust.
• Interactive features: Polls, quizzes, and links encourage two-way engagement.
• Shopping tools: Brands can tag products and link directly to sales pages.
• Now let’s explore how top brands are leveraging these advantages.

1. Nike – Storytelling Through Motivation

Nike is a master of emotional storytelling—and they bring that same energy to their Instagram Stories. The brand regularly posts:

• Athlete highlights
• User-generated content
• Mini-docs on inspiration and perseverance
• Their Stories aren’t just ads—they’re motivational moments that align with the brand’s core identity: pushing limits.
• Key Takeaway: Don’t just promote—tell stories that evoke emotion and align with your brand values.

2. Glossier – Leveraging User-Generated Content (UGC)

 On Stories, they frequently:

• Repost customer selfies and reviews
• Share unboxing videos
• Showcase how real people use their products
• This strategy builds community, increases trust, and gives followers a sense of belonging.
• Key Takeaway: Share real content from real people to humanize your brand and encourage engagement.

3. Sephora – Education Through Tutorials

Sephora uses Stories to do more than just sell—they teach. Followers can regularly find:

• Step-by-step makeup tutorials
• Skin-care tips and guides
• Product demonstrations
• These Stories are often saved in Highlights such as “How-To” or “Beauty Tips,” turning their Instagram profile into a knowledge hub.
• Key Takeaway: Use Stories to educate your audience. Help them use your product, not just buy it.

4. National Geographic – Visual Storytelling at Its Best

National Geographic stays true to its roots by sharing stunning visuals through Stories. They combine:

• Behind-the-scenes footage
• Interviews with explorers and photographers
• Global event coverage
• Their Stories extend the narrative of their posts, offering deeper engagement for fans of exploration and nature.
• Key Takeaway: Use Stories to extend the depth of your content. Think beyond a single post.

5. Starbucks – Seasonal Promos & Interactive Features

• Countdown stickers for product launches
• Polls asking followers to choose flavors
• Custom GIFs and branded stickers
• They keep their content fun, festive, and community-driven.
• Key Takeaway: Use Instagram’s built-in tools (polls, countdowns, stickers) to make your campaigns participatory.

6. Adidas – Exclusive Drops & Hype Building

Adidas leverages the fleeting nature of Stories for hype-building around limited edition product drops. They:

• Tease upcoming releases
• Offer exclusive behind-the-scenes content
• Provide early access links via Story
• By using Stories strategically, they create urgency and excitement among followers.
• Key Takeaway: Use Stories for time-sensitive promotions to drive FOMO and fast action.

7. The New York Times – Daily News Briefs

Even traditional media outlets like The New York Times have embraced Stories. They use them for:

• Visual headlines and summaries
• Daily recaps
• Breaking news alerts
• Their approach is informative, minimalist, and on-brand with strong design and clarity.
• Key Takeaway: Repackage your content into quick, digestible segments for your Stories audience.

8. Airbnb – Inspiring Travel Through UGC and Highlights

Airbnb uses Instagram Stories to bring travel dreams to life. Their strategy includes:

• Highlighting unique listings around the world
• Featuring user experiences and local hosts
• Curated guides under Highlights (e.g., “Weekend Getaways” or “City Stays”)
• This strategy invites users to envision themselves in these spaces.
• Key Takeaway: Use Stories to help your audience imagine themselves using your product or service.

9. Gymshark – Community Building and Events

Gymshark is a fitness apparel brand that dominates Instagram by putting community first. Their Stories regularly feature:

• Fitness challenges
• Live workouts
• Meet-ups and events
• Athlete takeovers
• Their audience is invited to participate, not just watch.
• Key Takeaway: Use Stories to turn your brand into a community hub, especially if your product supports a lifestyle.

10. Spotify – Sharing Culture and Curated Content

Spotify taps into the cultural pulse with their Stories by:

• Sharing themed playlists
• Partnering with artists for curated content
• Showcasing what’s trending
• Their creative use of Stories helps position them not just as a platform, but as a tastemaker.
• Key Takeaway: Stay relevant by tying your Stories to culture, trends, and user interests.

Best Practices for Using Stories Like the Pros

No matter your brand size, you can take cues from these industry leaders. Here are some universal best practices:

✔ Post Consistently

Aim for at least a few Stories per week to stay top-of-mind.

✔ Use Highlights Strategically

Turn your best Stories into permanent assets by organizing Highlights by category.

✔ Keep It Branded

Maintain visual consistency with your fonts, colors, and tone—even in casual content.

✔ Include CTAs

Prompt users to “Swipe up,” “Shop now,” “Vote here,” or “DM us.”

Final Thoughts

Instagram Stories have become a cornerstone of modern brand marketing. From product launches and education to behind-the-scenes access and community engagement, top brands are using this format to tell deeper stories, build trust, and drive results.The key takeaway? Be strategic, be authentic, and use Stories to deliver value in creative, immersive ways. Whether you’re a local business or a global name, there’s a way to use Instagram Stories to grow your brand.