Instagram Stories vs Reels: how and when to use them

One format grows your audience, the other keeps it warm. Here's when to use each, with 30 ideas to get you posting.

Video is where the attention is, but Instagram splits it into two formats that do very different jobs. Post the right one in the wrong place and the same clip either reaches nobody or sells to nobody. Here's the difference, and 30 ideas to put it to work.

Stories vs Reels: the difference

Stories are for the followers you already have. They disappear after 24 hours, they sit at the front of the app, and they reward quick, frequent posting: today's special, tonight's cancellation, this week's countdown. Followers see them, so they're the format for engagement and direct selling.

Reels are for the people who've never heard of you. They stay on your profile permanently, Instagram pushes them into the Reels and Explore feeds, and strangers can save and share them. That reach is why Reels do awareness and growth, while Stories do sales and loyalty. Captions, hashtags and audio all help Reels get discovered; Stories don't need any of that.

Use both: Reels to meet people, Stories to keep them.

15 Reel ideas for hospitality

Reels widen your reach and introduce new people to the business. Two kinds work well:

Introduce your venue:

1. A tour of the space

2. Your brand story

3. Staff introductions

4. Your bestsellers, close up

5. Highlights of a recent event

6. A customer spotlight or testimonial

7. A product spotlight, including merchandise

8. Seasonal event promotions

And the ones that can travel further, because Reels reward fun:

1. How to make a dish or a drink

2. Chef hacks and cooking tutorials

3. Before and after: the kitchen ahead of service, then after

4. Your twist on a current food trend

5. The making of a new dish

6. Ingredient spotlight: five things you can do with…

7. A nudge to join the newsletter for exclusive offers

15 Stories ideas for hospitality

Stories aim at trust and prompts, and because viewers already know you, promotional content performs well here:

1. Daily or weekly specials

2. Last-minute offers, or free tables from cancellations

3. Upcoming events, with a countdown and a reminder on the day

4. Employee spotlight

5. Supplier spotlight

6. New menu items

7. Behind the scenes

8. A day in the life of…

9. This or that: your favourite dish on our menu

10. Polls: a new menu item, bringing back a classic, naming a dish

11. Ecommerce pushes: gift cards, meal kits, merchandise

12. Re-shared customer content

13. Customer feedback

14. Sneak peeks and teasers

15. Internal celebrations: birthdays, anniversaries, wins

If your socials are already ticking along, the next channel worth your time is the one you own: email and SMS, where every follower is a contact you can message directly. Book a demo and we'll show you how the two work together.