Instagram content formats: Feed posts VS Stories VS Reels VS IGTV

Instagram content formats: Feed posts VS Stories VS Reels VS IGTV.

They say change is as good as a holiday. That may be true – unless you’re talking about the constant changes on social media. Blurgh. Those changes are more like an awkward dinner with your gran.* PAINFUL.

*not our grans, our grans are lovely – but you get the point. 

Instagram in particular is constantly releasing new features and formats. Feed posts, IGTV, Stories, Reels – when will it ever end? And what’s the difference between all these anyway?

Sit tight, friend. This blog post shares the difference between these Instagram formats and when you should use them. Enjoy!


Feed post 

A feed post consists of a photo, a caption and hashtags that help give your post exposure on the platform. Your feed posts appear in your followers feeds too.

The Instagram feed is your main profile page. This is where all your content is permanently stored. 

Key features

Feed posts form a grid that your followers can scroll through. While some people chuck up posts all willy-nilly, others spend a lot of time curating their grids, strategically placing photos and graphics in a way that reflects their brand and their personality.

So have fun with your grid, and put a little thought into what you upload next. Whatever look you decide, be sure that your feed is a true representation of you and your brand. Make it something to be proud of, not something you cringe at. 


Read How to inject personality into your social media.



NINKI’S HOT TIP: Curate your grid to turn your content into a cohesive whole. Use the same colour tones, or use a photo/graphic/photo format. Make it look pretty!


Why should I use it?

The photos and videos you upload to your Instagram feed stay on your profile forever – or at least until you decide to delete them. This means you can showcase your business journey for all to see. 

Feed posts also allow you to use Instagram’s latest trend, storytelling. Write longer captions for your posts and share something personal about yourself. It doesn’t have to be life-changing – just something that relates to your followers. It’s a clever way to build that connection with your audience. 



Reels are Instagram’s answer to TikTok. Reels are short 15 to 30-second videos that you can record and then overlay with fun music or audio clips.  

Key features

Think of reels as a super engaging way to bring your content to life. You can use other user’s audio clips and add your own flair. Or add funny text that pops up at the right moment. The options are endless! 

Remember, don’t make your reel about something dry and boring. *YAWN*. The whole point of reels is to have fun. So film yourself doing a silly dance. Or lip-syncing over a funny audio clip. Have a laugh. 

Why should I use it?

Use reels to showcase your brand’s personality. Show that you’re human and that you like a good joke, just like everyone else. It’s a great way to build a connection with your followers.


NINKI’S HOT TIP: Film you or your team doing the latest reel trends. Check out our latest reel here – cos’ we’re pretty darn funny!



IGTV is the YouTube of Instagram. Use it to post your high-quality, long form videos. And while Youtube isn’t bothered with horizontal or vertical format, IGTV is better suited for a selfie-style video.

Key features

When we say long form videos, we mean loooonnnnngggggg – IGTV videos can be up to 10 minutes. 

You can also use your IGTV video clips to create a series. That way you can group similar content together, and your followers can watch along. Pretty nifty, huh?

Why should I use it?

Leverage your video content with longer videos – give an in-depth opinion or a detailed tip. 

Our favourite thing about IGTV? You can repurpose the content and share it in different formats. For example, take several points or topics that you mentioned in your IGTV, and turn them into several feed posts. Or share your video to your stories. It will save you loads of time and make use of all your different formats!


NINKI’S HOT TIP: Use video creation tools like Boosted to make awesome, professional-looking videos for your IGTV. James Cameron eat your heart out!



Instagram stories are vertical photos or videos that disappear 24 hours after posting. 

Key features

Unlike feed posts, stories don’t show up on your feed. Instead, you’ll find them at the top of your app.

Just like reels, stories are a fun and engaging way to give your content a fresh new spin. So chuck on some text, stickers, questions or even some cute gifs – anything that will make your photo or video appealing. Stories only last for 15 seconds, so you gotta grab your audiences’ attention quickly. 


NINKI’S HOT TIP: Did you know you can add your brand font to your stories? It’s true! Download Over on your mobile and airdrop your font’s .OFT file to your phone. Now your stories match your branding! Pretty cool, huh?


Why should I use it?

Because stories are so fleeting, they don’t need to be beautifully shot or filmed. They don’t even need to be business-related. So have fun with it. Show your followers that you’re a real person. Have a go at making them laugh. If it doesn’t work – no stress. It will be down in 24 hours anyway. 


Has social media got you all confuzzled? We got you! Social media is our thang. Drop us a line here to discuss how we can make your content amazing!

Written By Chanelle