You’ve got a video you want to post on Instagram, but should it be a Reel or a Story?
The formats look similar (vertical video), but they’re designed for completely different scrolling behaviors. Choose wrong, and your content might get buried and ignored. Choose right, and it could get a lot of engagement — maybe even go viral.
If you want to learn more about the differences between Reels and Stories and what each Instagram content format is best for, scroll on.
How are Instagram Reels and Stories Different?
Reels and Stories both feature vertical video, but there are key differences in where they appear in the Instagram app and how users interact with them.
| Instagram Reels | Instagram Stories | |
|---|---|---|
| Content format | Video | Video or photo |
| Aspect ratio | 9:16 vertical | 9:16 vertical |
| Resolution | 1080 x 1920 px | 1080 x 1920 px |
| Video length | Up to 90 seconds | Up to 60 seconds |
| Editing features | Audio, transitions, effects, captions, templates | Stickers, polls, quizzes, questions, links, GIFs |
| Caption/description | Full caption and hashtags | No full caption field; text overlays instead |
| Where it appears | Reels tab, Explore page, home feed, profile grid | Story bar (top of the app), profile picture |
| Visibility | Permanent unless deleted | Disappears after 24 hours unless saved to Highlights |
| Interaction types | Likes, comments, shares, saves | Reactions, DMs, polls, link taps |
| Audience | Followers and non-followers | Existing followers |
Instagram Reels: best for growing your audience
When you post a Reel on Instagram, it appears in your followers’ feeds and on your profile. But unlike Stories, Reels are also shown to people who don’t follow you through the Explore page and Reels tab.
For that reason, Reels are considered the best format for discovery content. So if you want to grow your followers, post more Reels.
What kind of Reels perform well?
The format for a good Reel is simple: You need a hook and a payoff. Example:
- Hook: “I saw this during a walk in the woods…” 😨
- Payoff: “Don’t worry, they said it was just the set for a horror film.” 🦇
You can also improve your Reels’ performance by:
- Adding captions (many people watch videos without sound)
- Using trending audio
- Writing a descriptive caption
- Adding hashtags
- Adding location tags
Small things like these can help your Reels reach more viewers and get more engagement. Now, let’s talk about how to use Stories.
Instagram Stories: best for connecting with existing followers
Instagram Stories are mostly shown to people who already follow you. Because of this, Stories are best for building relationships with your existing followers rather than for reaching new audiences.
Notably, Stories are designed to feel more casual and spontaneous than other Instagram posts. Use them for quick updates and BTS clips rather than highly produced content. On that note…
How to make engaging Instagram Stories
The best way to encourage engagement on your Instagram Stories is to use the platform’s interactive stickers. Instagram’s Sticker options have increased over the years, and now we’ve got:
- Polls
- Emoji sliders
- Question boxes
- Quiz stickers
- Link stickers
Slap one of these on your Story to turn it into something your followers are invited to interact with. Example:
Need Instagram Story Ideas? We’ve Got ‘Em
Pro Move: Use All of the Instagram Content Formats
Reels help people discover your account; Stories help them feel connected to it. You need both to attract new followers and keep them engaged long after they find you. Plus, having a mix of content formats on your page keeps it interesting (so, be sure to work in some carousel posts too).
Equally important as content format, though, is consistency. The best advice is (and has always been) to find a content mix and posting cadence that works for you and stick to it.
That might mean posting a Story every day and saving your editing energy for a carousel and Reel a week. You may love editing and can easily post a Reel every other day. Whatever your mix looks like, the goal is to post consistently without burning out.
Lastly, you’ll know your Instagram strategy is working when your notifications tab starts blowing up with likes, comments, and shares. And when that starts to feel more overwhelming than exciting, it’s time to sign up for Manychat.
Get a glimpse into how Manychat works: Instagram Story Going Stupid? 🫨 Use Manychat to Automate Replies
