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!