30 Instagram story ideas for brands, shops and creators

What makes a story people watch to the end

A story gets about two seconds. Use a real phone photo, put one short line of text in the middle and keep the subject away from the top and bottom, where the header and reply bar sit. Say one thing per story; if you have three things to say, post three stories. A location sticker or "link in bio" tells people what to do next.

Launches and announcements

1. A close-up of the new product: "It's here. Out Friday at 9 am."
2. A blurred photo of the box: "Something new is coming. Guess what it is?"
3. The shop door with the sign turned: "Open again from Monday, with longer hours."
4. A countdown-style photo of a calendar: "3 days until the summer sale."
5. A shelf of the last items: "Only 12 left. When they're gone, they're gone."
6. The team holding the first order: "Our first order just shipped. Thank you!"
7. A new menu board: "New this week: iced oat latte" with a "📍 Juniper Bakery" sticker.
8. A finished project: "Booking for spring is open" with a "link in bio" sticker.

Behind the scenes

1. Hands at work: "5 am. Dough first, coffee second."
2. A messy desk: "What a launch week really looks like."
3. Packing tape and boxes: "Packing your orders today. 48 to go."
4. A sketch next to the final design: "From the first sketch to the real thing."
5. A team member smiling: "Meet Sam, who answers all your messages."
6. A test batch that went wrong: "Not every try works. Round two tomorrow."
7. The view from the studio window: "Today's office."
8. The end of the day: "Lights off. See you tomorrow at 8."

Questions that get replies

1. Two products side by side: "Left or right? Reply with your pick."
2. A blank menu card: "What should we bake next? Best idea wins a free box."
3. A cup of coffee: "How do you take yours? Wrong answers welcome."
4. A street in town: "Where's your favourite place to eat around here?"
5. A pile of books: "What are you reading right now?"
6. A product in use: "Got one? Send us a photo and we'll share it."

Everyday stories

1. The morning sky: "Good morning from here."
2. Lunch on a bench: "Lunch break with a view."
3. Running shoes by the door: "Day 12 of running before work."
4. A dog asleep on the sofa: "Someone had a busy day."
5. A train window: "Weekend trip, phone on silent."
6. A plant with a new leaf: "Small win of the day."
7. A cooking pot: "Trying a new recipe. Wish me luck."
8. A sunset: "That's it for today."

Preview a story before you use it

Open the Instagram story generator. The first message is the story and its "Sender" is the account in the header: under People, type an invented name and a "Handle". Click "Photo" under the first message to add the image; it is cropped to 9:16. Each message's text becomes a white text box, so use one message for the hook and maybe one for the detail. "+ Date / notice" adds the tilted sticker, like "📍 Juniper Bakery" or "link in bio".

If the sender is you, the bottom shows the eye with your "Views" and "Activity"; pick another person as the sender to see the story as a follower does, with the "Send message" bar. Type the age in "Time", like "2h", then download the PNG at 2x or 3x for your client, slide or content plan.

Use it the right way

Story mockups are for content plans, ad previews, client approvals, pitch decks and lessons, with invented accounts and people. Never post as a real person or brand you don't run, never make a story that looks like proof of something that didn't happen, and never pass a mockup off as a real story. Our acceptable use page has the details.