Instagram Stories Are the Front Door Now. Use Them.
By Sean Beckingham
It’s no secret — we love Instagram at Branding & Buzzing.
Our clients do too. It just works for food. Always has.
Also, we also pay a lot of attention to Adam Mosseri. He puts out regular updates about how the platform is evolving, and we try to decode them in real time for our clients.
Sometimes it feels like a bit of a cat-and-mouse game.
We think we’ve cracked something… and then an update rolls out that makes it better. Or completely different.
Recently, Adam shared something important:
The main way people enter Instagram now is through Stories.
Not the feed. Not Reels.
Stories.
They sit at the top. They’re fast. They’re easy. And they’re filled with content from brands and accounts people already follow (plus ads, of course).
So what does that mean for you?
It means your Stories aren’t just throwaway content anymore.
They’re the front door.
Stop Making “Go Nowhere” Stories
We still see it all the time.
Random Stories. No purpose. No click. No next step.
If Stories are the entry point, then they should lead somewhere.
Use them as an anchor.
• Link to a Reel
• Link to a post
• Link to your website
• Link to a promo or menu item
Give people somewhere to go.
Here’s the Part Most People Miss
You don’t have to post just one Story.
You can post multiple Stories… all pointing to the same thing.
Because not all your followers see the same content.
And not everyone clicks the same creative.
So instead of:
One Story → One link → Hope it works
Do this:
Three Stories → Same link → Different creative
• One clean and simple
• One with motion or video
• One with text or a stronger CTA
Now you’re actually testing.
In Theory (And in Practice)
More Stories = more chances to get seen
More variations = more chances to get clicks
Stories aren’t the content.
They’re the entry point to your content.
The Simple BB Takeaway
Post more Stories.
Add links.
Change the creative.
Watch what works.
Repeat.
That’s how you turn:
And yes… we’re still figuring it out in real time too.