Social media has transformed how businesses connect with customers, making it more accessible than ever for small businesses to grow their brand and engage their audience. Among the many features available on social media platforms, Facebook Stories and Instagram Highlights stand out as powerful tools for driving success. With their unique interactive and visual nature, they offer small businesses incredible opportunities to grow, connect, and convert followers into loyal customers.

This blog will explore how small businesses can use these tools effectively, with practical tips, examples, and strategies to maximise their potential.

Why Use Facebook Stories and Instagram Highlights for Your Business?

Facebook Stories and Instagram Highlights are more than just creative add-ons; they are essential tools that help small businesses gain a competitive edge. Here’s why they are important:

  • Enhanced Visibility – Facebook Stories appear at the top of the feed, ensuring your audience sees your content first. Similarly, Instagram Highlights live permanently on your profile, offering long-term value.
  • Personal Touch – Stories allow businesses to showcase a human side with content that feels natural and authentic, improving trust and relatability.
  • Cost-Effective Promotion – They provide an excellent way to share content, promote services, and engage your audience – all without substantial advertising spend.
  • Strong Engagement – Stories encourage direct interaction through polls, questions, or even stickers, helping businesses build meaningful connections with their followers.

For small businesses, these features offer an opportunity to market themselves in a way that feels approachable and impactful.

Using Facebook Stories to Build Engagement

Facebook Stories last for just 24 hours, so they’re perfect for highlighting time-sensitive content or creating a sense of exclusivity. Here’s how small businesses can use them effectively:

1. Promote Limited-Time Offers

Use Stories to highlight flash sales, exclusive deals, or event countdowns. For example, a bakery could share “two-for-one cupcakes today only” with a countdown sticker to create urgency.

2. Humanise Your Brand

Post behind-the-scenes content such as team introductions or snapshots of daily business activities to create a personal connection with your followers. For instance, a boutique could share Stories of their team preparing a new window display.

3. Use Interactive Stickers

Polls, quizzes, and question stickers can make Stories more engaging while gathering valuable insights. For instance, a fitness studio might ask followers to vote on which new class times they’d prefer.

4. Direct Traffic to Your Website

If eligible, use the swipe-up feature to link directly to a page on your website. For example, an estate agent could link to a β€œProperty of the Week” with Stories teaser photos.

Maximising Instagram Highlights

While Stories disappear, Instagram Highlights ensure your best content remains visible to both new and existing followers. Here’s how to use Highlights strategically:

1. Organise Content for Easy Navigation

Create themed categories for your Highlights, such as β€œTestimonials,” β€œProducts,” or β€œEvents.” For example, a hair salon could organise Highlights into sections like β€œHaircuts,” β€œColouring,” and β€œSpecial Offers.”

2. Showcase Customer Success

Build trust and credibility by dedicating a Highlight to customer reviews, testimonials, or user-generated content. For instance, a small skincare brand could feature glowing reviews from satisfied customers.

3. Highlight FAQs

Answer common customer questions through Highlights to save time on repetitive queries and provide instant value. For example, a cafΓ© might include details about dietary options or opening hours.

4. Use On-Brand Covers

Customised covers help maintain aesthetic consistency and a polished appearance for your Highlights. Ensure your Highlight icons align with your logo or overall branding.

Practical Strategies to Make the Most of Stories and Highlights

Knowing how to create Stories and Highlights is just the beginning. To truly benefit from these tools, small businesses need a clear strategy. Here are some key approaches to consider:

1. Plan Content in Advance

A consistent posting schedule ensures your Stories remain engaging and relevant. Plan content around seasonal promotions, upcoming events, or industry trends to stay connected with your audience.

2. Encourage User-Generated Content

Ask your customers to tag your business in their posts and share these within your Stories. Not only does this strengthen your relationship with followers, but it also provides authentic, relatable content for your brand.

3. Integrate Your Story Platforms

Since Facebook and Instagram are connected, you can easily share Instagram Stories onto Facebook to maximise reach without duplicating effort.

4. Measure Success

Use platform insights to assess the performance of your Stories and Highlights. Track metrics such as views, interactions, and click-throughs to refine your approach and improve engagement.

Why Small Businesses Should Invest in Stories and Highlights

Facebook Stories and Instagram Highlights are cost-effective, versatile tools that offer substantial returns for small businesses. They provide opportunities to build trust, spark conversations, and drive both online and offline engagement. By making thoughtful use of Stories and Highlights, small businesses can stand out in crowded markets.

At Footprint Digital, our team of marketing experts can help small businesses unlock the full potential of their social media platforms. We specialise in crafting tailored strategies that help businesses like yours thrive online.

Start leveraging the power of Stories and Highlights today, and watch your business flourish!