Are Instagram Guides a Big Chance For Creators?

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May 2020 seems to be a busy month for Instagram. The social network has launched a ton of new features aimed at helping users navigate the COVID – 19 crisis.

In the last few weeks, we’ve seen the Donate Button and Support Small Business Instagram Story stickers go live. Food delivery and gift card stickers were made available when stay-at-home orders cut traffic to restaurants and stores.

New Instagram Shops launched last week, creating a new opportunity for e-commerce.

If all that wasn’t enough, the platform also launched Instagram Guides. This new Instagram curated content feature is making creators sit up and take notice. 👀

We want Instagram to be a place where you can easily find reliable information and inspiration from your favorite accounts.

That’s why we are introducing Guides, a way to more easily discover recommendations, tips, and other content from your favorite creators, public figures, organizations, and publishers on Instagram.


Instagram and mental health Guide from Deepika Padukone

We’ll take a look at what Instagram Guides are, how they work, and what this could mean for Instagram marketing. 👀

What Are Instagram Guides?

Instagram Guide - Eating Disorders Resources During COVID - 19 guide

With Instagram guides, creators are able to curate Instagram content into a collection accessible from their profile!

Content creators can select photos or videos from their feed or other Instagram accounts to include.

The guide displays these posts in a scrollable feed with commentary between each post.

How to Find Guides on Instagram

I mentioned before that Instagram Guides are accessible from a publisher’s profile. In fact, that’s (temporarily) the only way to find them.

You’ll need to visit the profile of creators who are curating content on Instagram.

Once you’ve visited their profile, Tap the Guide Icon – it looks like an open book. 📖

Under this tab, you’ll see all the Instagram Guides the creator posted.

Ultimately, this is just a temporary step. Instagram announced on launch day that Guides will be added to the Explore tab shortly.

Mental Health in the Time of COVID - 19 Instagram Guide

You can also share it to Instagram social channels (Stories and DMs) by tapping the airplane icon!

You can also share to other social media channels. Just tap the three dots in the top right corner for more link-sharing options!. This feature is a recipe for ultra shareable Instagram content!

I might be reading between the lines. But the release statement and a primo spot on the Explore Tab suggests Guides will eventually become a big feature.

Such as… a publishing platform available to Instagram Creators and Business accounts?🤞

This has huge implications for content marketing, product recommendations and influencers. It’s could be a new way to educate, engage and even sell more on Instagram!

For the moment, Instagram isn’t using Guides with sales in mind. Instead, they’re distributing wellness + mental health resources in the wake of COVID – 19.

Wellness on Instagram and Mental Health Resource Guides

Instagram intentionally partnered with organizations promoting mental health and wellness during COVID – 19.

These partners have done a great job of answering various mental health needs in Instagram wellness guides. Everything from dealing with anxiety, body image issues, bullying and depression is available for Instagram users!

We know many people are struggling due to the COVID-19 pandemic, so we are first focusing Guides on wellness content.

We’ll enable creators to connect with expert organizations to share resources during this time, including tips on how to look after your well-being, maintaining connection with others or managing anxiety or grief. 


It’s inspiring to see Instagram combat the negative effects of COVID-19 with original content!

Curious? Here’s a complete list of Instagram Guides currently available:

What do you think? Are you excited about this new feature, or not interested? Let me know in the comments below! 👇:

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Are Instagram Guides a Big Chance for Creators?

Kristen Dahlin is a Content Marketer at Tailwind — an Instagram marketing tool, scheduling tool, hashtag finding tool, and analytics platform. Kristen lives in rural Oklahoma with her husband Kyle, daughter Sophie, boxer Lila, and a very temperamental flower garden.