Social media is a powerful tool for small businesses looking to engage with customers, build brand awareness, and drive sales. Among the most effective yet often underutilised features are Facebook Stories and Instagram Highlights.

These tools allow businesses to share short, engaging content that disappears after 24 hours (Stories) or is saved permanently for easy access (Highlights). When used strategically, they can help small businesses stand out, showcase their products or services, and connect with their audience in a more personal and interactive way.

If you’re a small business owner looking to maximise your social media presence, here are some creative ways to use Facebook Stories and Instagram Highlights to grow your brand.

Why Use Facebook Stories & Instagram Highlights?

Before diving into creative ideas, it’s important to understand why these features matter:

• Increased Visibility – Stories appear at the top of followers’ feeds, making them one of the first things users see when they open Facebook or Instagram.
• Higher Engagement – Stories encourage quick, real-time interactions, while Highlights provide evergreen content that stays on your profile.
• More Personal Connections – Behind-the-scenes content, interactive features, and quick updates help businesses build stronger relationships with customers.
• Drive Website Traffic & Sales – If eligible, businesses can use swipe-up links in Stories or direct users to key pages via Highlights.

Creative Ways to Use Facebook Stories for Small Businesses

Share Behind-the-Scenes Content

Customers love authenticity. Use Stories to show what happens behind the scenes in your business. This could include:

• A day in the life at your business
• Sneak peeks at new products or projects
• Order packing videos to highlight your attention to detail

This type of content humanises your brand and builds trust with your audience.

Run Limited-Time Promotions & Flash Sales

Since Stories disappear after 24 hours, they’re the perfect place to announce:

• Exclusive discounts
• Time-sensitive sales
• Special giveaways

Use countdown stickers or polls to build excitement and encourage immediate action.

Host Q&A Sessions & Polls

Engage your audience by using interactive features like:

• Question stickers – Invite customers to ask about your products, services, or industry
• Polls – Let them vote on upcoming product launches or business decisions
• Quiz stickers – Test their knowledge on topics related to your business

This creates two-way engagement, making followers feel more involved with your brand.

Showcase Customer Reviews & Testimonials

People trust other customers more than businesses themselves. Use Stories to:

• Share screenshots of positive reviews
• Feature video testimonials from happy customers
• Highlight customer before-and-after transformations

This type of social proof builds credibility and encourages potential customers to take action.

Feature User-Generated Content (UGC)

Encourage customers to tag your business in their posts and reshare their content on your Stories.

• Showcase real customers using your products
• Give shoutouts to loyal clients
• Feature creative ways people style or use your services

Not only does this boost engagement, but it also helps you create content without extra effort!

Promote Blog Posts, Videos & Website Content

If you publish regular blogs, YouTube videos, or website updates, use Stories to drive traffic.

• Share links to your latest blog post
• Give a quick video summary of your new content
• Announce new product/service updates

This is a great way to turn social media followers into website visitors.

Creative Ways to Use Instagram Highlights for Small Businesses

Unlike Stories, Instagram Highlights remain on your profile permanently. This makes them perfect for storing valuable content that new visitors can access at any time.

Organise Highlights into Clear Categories

Make it easy for visitors to find key information by grouping your Stories into Highlights with clear titles and icons.

Examples of Highlight categories:

• About Us – Introduce your brand & values
• Products/Services – Showcase your best sellers
• Customer Reviews – Feature testimonials & success stories
• FAQs – Answer common questions
• Behind the Scenes – Show your process & team
• Events & Promotions – Save limited-time offers

Create a Step-by-Step “Getting Started” Guide

If you offer a service or online store, create a Highlight that guides new customers through the buying or booking process.

• Step 1 – Browse our products/services
• Step 2 – Place your order/book an appointment
• Step 3 – Delivery & what to expect

This reduces confusion, making it easier for customers to take action.

 Showcase Your Work with a “Portfolio” Highlight

If you’re in a visual industry (e.g. fashion, design, fitness, photography), use Highlights as a mini portfolio.

• Before & After Transformations
• Design Concepts & Branding Work
• Client Progress & Fitness Results

This helps potential customers see the quality of your work before they commit.

Use Highlights to Answer FAQs

Instead of repeating the same answers to common queries, create a FAQs Highlight with:

• Pricing information
• Shipping & returns details
• Booking & appointment processes

This saves time and ensures customers get quick answers.

Save Your Best Customer Testimonials

One of the most effective forms of marketing is word of mouth. Save your best reviews and customer shoutouts in a Highlight so new visitors can instantly see positive feedback.

Final Tips for Success

• Use High-Quality Visuals – Keep Stories & Highlights clear, bright, and engaging
• Keep Highlight Titles Short & Clear – Use one to two words per category
• Update Highlights Regularly – Remove outdated content & refresh with new Stories
• Add Call-to-Actions (CTAs) – Encourage followers to visit your website, DM you, or shop now
• Boost Your Business with Engaging Stories & Highlights!

By using Facebook Stories and Instagram Highlights strategically, small businesses can increase engagement, drive sales, and build strong relationships with their audience.

At Footprint Digital, we help businesses create winning social media strategies that boost online visibility and growth.

Need expert advice on social media marketing? Get in touch with us today!

Social media has become a vital tool for small businesses looking to connect with their audience, build brand loyalty, and drive growth. Among the many features available, Facebook Stories and Instagram Highlights offer unique opportunities to engage creatively and effectively with customers. These tools aren’t just about aesthetics; they are powerful assets to communicate your brand message and showcase your offerings.

If you’ve been wondering how to make these features work for your small business, this guide will walk you through the benefits, practical tips, and strategies for success.

Why Use Facebook Stories and Instagram Highlights?

Both Facebook Stories and Instagram Highlights enable businesses to connect with followers in fresh and exciting ways. Here’s why they’re essential platforms for growth:

• Visibility Boost – Stories appear at the top of the feed, ensuring your followers see your content before scrolling through their timeline.
• Authenticity – Stories offer a less polished, more real glimpse into your business, helping you build trust and relatability.
• Ease of Use – Creating stories is quick and simple, making them ideal for sharing updates without the pressure of perfect execution.
• Longevity Through Highlights – On Instagram, Stories usually disappear after 24 hours, but Highlights preserve your best content permanently on your profile page for anyone to view.

For small businesses with limited budgets or resources, these tools allow you to stretch your creativity and make a big impact at a minimal cost.

Practical Tips for Using Facebook Stories

Facebook Stories can help you stay in front of your audience in a fun and interactive way. Here’s how to maximise them for your business.

1. Share Behind-the-Scenes Content

Give your audience a glimpse into your brand culture, employees, or the process behind your products. For example, a café could share stories of a new recipe being tested in the kitchen.

2. Promote Time-Sensitive Offers

Stories’ 24-hour lifespan makes them perfect for promoting flash sales, daily deals, or urgent calls to action. Pair these offers with features like stickers, countdown timers, or polls to create urgency and engagement.

3. Use Interactive Stickers

Polls, questions, and voting stickers are excellent tools to engage followers. For instance, you could use a poll to ask your audience which product they’d like to see discounted next.

4. Add Links to Your Stories

Businesses with over 10,000 followers or those who qualify for a verified account can use the swipe-up feature to direct viewers to a website. Use this to lead your audience to key landing pages, such as new product pages or booking forms.

Practical Tips for Instagram Highlights

Instagram Highlights provide a golden opportunity to categorise and display important aspects of your business on your profile. Since they sit right under your bio, they play a key role in making a great first impression.

1. Organise Your Content

Create themes for your Highlights, such as “Products,” “Customer Reviews,” or “How It Works.” This ensures visitors can easily find the information they’re looking for.

2. Showcase Your Best Stories

Feature Stories that have been successful in engaging your audience. For example, a florist could include highlights like bouquets of the month, wedding arrangements, or tutorials on how to care for flowers.

3. Use Branded Covers

Custom Highlight covers are an easy way to make your profile look polished and consistent. Ensure the design matches your branding to maintain a professional image.

4. Highlight FAQs

Consider answering common questions about your products, services, or processes through a dedicated Highlight. This could include shipping policies, sizing guides, or how to redeem offers.

Engaging Strategies for Small Businesses

Now that you know how to use Stories and Highlights, combine them with these strategies to take full advantage of their potential.

Create a Content Plan

Randomly posting Stories might get you some views, but a consistent, structured plan ensures you’re maximising engagement. Plan your content around sales events, product launches, or even national holidays relevant to your brand.

Encourage User-Generated Content

Ask customers to tag your business in their posts and stories. Reposting their content on your Stories not only acknowledges their support but also builds social proof, encouraging others to interact with your brand.

Cross-Promote Between Platforms

Since Facebook owns Instagram, the two platforms work hand-in-hand. Share your Instagram Stories directly to Facebook for a wider reach without extra effort.

Analyse Performance

Use Facebook and Instagram Insights to monitor how your Stories and Highlights are performing. Pay attention to views, interactions, and completion rates (for Stories). Use this data to refine future campaigns.

Why Small Businesses Should Make the Most of These Features

Facebook Stories and Instagram Highlights offer a cost-effective, approachable way to tell your brand story, engage with customers, and leave a lasting impression. With their visual appeal and ease of use, they’re invaluable tools for small businesses looking to compete in an increasingly digital world.

At Footprint Digital, we help businesses harness the power of social media to achieve real results. If you’re unsure where to start or need expert guidance, our team can help you craft a social media strategy tailored to your business goals.

Feel free to contact us to find out how we can take your digital marketing to the next level.

Start making Stories and Highlights work for your business today – your audience is waiting!

Stories and Highlights are powerful tools for businesses to engage with their audience, showcase products, and reinforce their brand. Below are some of the top tips to make most of them on Facebook and Instagram:

Best Practices for Highlights 

Post Consistently – Aim for daily or frequent updates to keep your brand visible. Stories disappear after 24 hours, so regular posting helps maintain engagement.

Use High-Quality Visuals – Clear, professional images and videos grab attention. Avoid blurry, pixelated, or low-light content.

Keep It Short & Engaging – Stories should be quick and to the point. Use a mix of videos, photos, and boomerangs to keep content fresh.

Incorporate Branding – Add your logo, brand colours, and fonts to maintain consistency across all posts.

Use Interactive Features – Encourage engagement by using:

• Polls & Questions – Get feedback from your audience
• Quizzes – Fun way to educate and entertain
• Countdowns – Create excitement for an event or launch
• Swipe-Up Links (if eligible) – Direct users to your website

Tag & Mention Others – If you’re working with partners, customers, or influencers, tag them to increase reach and engagement.

Add Location Tags & Hashtags – Helps increase discoverability, especially if targeting a local audience.

Include Call-to-Actions (CTAs) – Guide viewers with prompts like:

• “Swipe up to shop”
• “DM us for more info”
• “Tap to learn more”

Use Music & GIFs – Adds personality and helps create a more engaging experience.

Share User-Generated Content (UGC) – Reposting customer photos, testimonials, or reviews builds trust and social proof.

Best Practices for Highlights 

Turn Key Stories into Highlights – Save important Stories in Highlights so they remain on your profile beyond 24 hours.

Organise by Category – Group Highlights into clear themes to make it easy for visitors to navigate. Examples:
About Us – Introduce your brand
New Arrivals – Showcase latest products
Behind the Scenes – Give an insider look at your business
Customer Reviews – Feature happy clients
FAQs – Answer common questions
Events & Promotions – Highlight special offers

Use Custom Highlight Covers – Design branded icons or thumbnails for each Highlight to create a cohesive and professional look.

Keep Highlights Updated – Regularly review and refresh Highlights to keep them relevant and engaging.

Prioritise Key Information – The first few Highlights should feature your most important content (e.g. services, bestsellers, or testimonials).

Use Actionable Titles – Keep Highlight names short and clear, e.g. “Shop Now”, “Our Work”, “FAQs”, or “Reviews”.

Final Tip: Track Performance & Adjust Strategy

Use Facebook & Instagram Insights to check how your Stories and Highlights are performing. Analyse views, interactions, and responses, and adjust your content strategy accordingly.

• High Engagement? Post similar content more often.
  Low Views? Experiment with different formats, CTAs, or posting times.

If you’d like any more information, please just give us a call and we’ll be happy to help!