New Instagram guidelines: recommendations for your followers

  • The new Instagram guidelines are now available for everyone. In case you do not know them, we are going to tell you how these recommendations for followers work.

  • It is a fact that, as much as Facebook seems to have come to a halt in terms of news within the platform, it contrasts with the hyperactivity of the company's photo network. That is, Instagram.

    For a short time now we have been seeing outstanding advances such as video reels in the purest TikTok style. And now it is the turn to open the guidelines to all accounts.
  • What are Instagram guidelines?

  • At least initially, we can say that they are a consequence of the measures and transformations that the entire digital environment has experienced with the COVID-19 pandemic. Originally, they emerged as a way for brands and influencers to create useful health recommendations.

    As they have been used for that purpose, Instagram has realized the potential they could have in other areas.

    Instagram guidelines formally have been defined as an alternative to blog posts because of their ability to present a greater amount of content in a single post. But they are also comparable to Twitter threads.

    In fact, the structure and philosophy of a guideline is very similar to that of Twitter threads since, basically, what it does is to nest publications related to each other by the same topic and present them consecutively when scrolling vertically in the order we have defined when creating them.
  • How are Instagram guidelines like?

  • We can add any multimedia content, such as photos or videos, in the same way as you would in your timeline with its corresponding supporting text (although this time the text appears before the image instead of below it as usual).
  • Additionally, there is a "zero" publication that works as a cover and summary of what we are going to find as we move forward.
  • In terms of their formal appearance, they are not very mysterious, but to get a clearer idea, it is best to see some of them already created in an active profile.

    Take a look at @stuckinthebook. In his profile there is a tab represented by a small double-page open book with the name "Guides".
  • If you enter any of them, you will also see that it allows you to add to favorites each of these independent recommendations and, even, they appear with the price and the eCommerce where we can buy them.
  • When we save them, they go directly to our wishlist, which will be automatically created in our posts marked as saved.
  • And, most interesting from an eCommerce point of view, we can also sell on Instagram.
  • What are the guidelines for?

  • By giving the whole publication a common thread and hierarchy, they are perfect for giving some kind of instruction or generating a recommendation for the user.

    Going back to their original use, that of giving instructions or safety recommendations during COVID-19, we can understand that taken to another area they would be perfect for creating small tutorials.

    Obviously, this is not a bad idea at all, but as we have seen with the example of Stuck in the book, there are many more possibilities for eCommerce than informational content.

    In fact, the ideal would be to combine that communication capability with some posts that help monetize the content by generating visits to our store and, as a consequence, conversions.

    Instagram, as of today, defines 3 major types of guidelines:
    • Places or travel guides
    • Products
    • Publications
    The truth is that with these three types you have covered the spectrum of needs of most eCommerce. Obviously, the most interesting ones will be the product ones, but all of them can add up if used strategically.
  • Creating a guideline

  • Let's take the example of Instagram product guidelines. When you select this type, you will see how a search engine appears to locate the ones you want to include, but the brands you follow will be highlighted.
  • Now you can choose the products. As they are often included in several publications, you can select one or more images (creating a carousel).

    We add the description in text with the emojis we see necessary and repeat the operation as many times as entries we want to add to our Instagram guideline.
  • When you are done, you must add a title and, optionally, add a general description and a custom cover photo. If you do not do it, it will take by default one of the first product chosen.
  • Where is that option?

  • In theory it is as simple as selecting a new publication and, in the lower ribbon, check the "Guidelines" option.
  • If it does not appear directly, do not worry. Just go to a profile that already has one created and scroll down to the end of one of its guidelines. There you will find a button to do so.
  • It is something simple, and it may not be a revolution or change the way we use Instagram as we have been doing it. Still, it is an interesting complementary resource that can add to your digital marketing strategy.
  • Are you in the mood for Instagram guidelines? Share your creations and results with us.

  • Images | Unsplash, Instagram.

Laia Ordoñez

Laia Ordóñez is a copywriting & eCommerce content marketing expert. She is Content & Marketing Manager at DueHome, a copywriting & content independent advisor, and Oleoshop's blog's editor-in-chief.

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