This article first appeared in 2019, when Instagram Stories was becoming a major marketing format. IMVN retains the period-specific features, examples and visuals as historical context; current names, policies and distribution mechanics may differ.
Although Instagram Stories was often compared with Snapchat at launch, it quickly became a practical visual format for storytelling, campaigns and daily audience contact. For brands at the time, the question was no longer whether to use Stories, but how to make viewers return.
1. Diversify and schedule your content
An editorial calendar prevented Stories from becoming a series of disconnected posts. In 2019, brands commonly mixed photos, video, Boomerangs and reshared Feed posts.
Instagram allowed long Story sequences within a 24-hour window, but volume was not a substitute for structure. Each frame needed a role and a reason to lead into the next.
- Use images for information that should be scanned quickly.
- Use video or Boomerang for movement.
- Reshare Feed content to support ongoing campaigns or reminders.
2. Make Stories look more professional
Tools such as Canva, Adobe Spark, InShot and Hype Type were widely used for animated text, templates and consistent visual style.
The durable lesson is not the app list. It is the need for recognisable branding, readable typography and vertical-first visual rhythm.
3. Use stickers to engage followers
Polls, questions, emoji sliders and countdown stickers helped turn Stories from one-way publishing into participation. In 2019, these were among the clearest ways to invite audience input.
Polls supported simple choices, question stickers opened Q&A, and countdowns worked for launches, competitions and promotional deadlines.
- Ask a specific question instead of using a sticker as decoration.
- Tag relevant accounts when replying or featuring their content.
- Use responses to shape future content.
4. Tease new content
A popular technique was to publish a sequence in which each slide revealed more of an image or announcement. Brands could cover an image with colour and erase sections across successive slides.
The enduring principle is controlled curiosity: reveal enough to keep viewers moving without stretching the sequence beyond its value.
5. Highlight important Stories
Story Highlights extended useful content beyond the 24-hour limit. Brands could organise Stories around products, campaigns, guides, testimonials or events.
Today, Highlights are best treated as profile navigation: fewer groups, clearer labels and regular maintenance.
6. Encourage resharing
Mentions and resharing helped a Story travel beyond the original follower base. Customer, creator and partner content could add social proof.
Sharing options depend on platform settings and product changes, but shareable content still tends to be useful, emotionally clear or identity-expressive.
7. Superzoom and the first-seconds attention race
Superzoom was a recognisable Story effect in this period, often used for comic or dramatic emphasis at the opening.
The feature may no longer matter in the same way, but the lesson does: the opening frame needs movement, a question or a clear benefit before viewers tap away.
8. What still holds up from the 2019 playbook?
Feature names change faster than the underlying principles: plan the rhythm, vary formats, open clearly, invite participation, tell a sequence, preserve important content and design for sharing.
Do not evaluate Stories through total views alone. Completion, exits, replies, link taps and interaction quality show whether attention was actually retained.
Related: Instagram and Its Effective Business Features and In-House KOLs: Smart Operations for Sustainable Results.
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