Instagram has a multitude of different post types available for its users. Each kind of post has different benefits and can be used in different ways. With the release of the new feature, Instagram Guides, it is more important than ever to ensure that you are using the correct kind of post. The first kind of post is a standard feed post. This is where users tend to post the majority of their content. It needs to be aesthetically pleasing and match the theme of your brand. It is also important to remember that Guides can only feature content that has already been posted to an Instagram feed, therefore your feed posts will inform your Guides (and vice versa). Stories are a semi-permanent post that appears at the top of a user’s feed and your profile for 24 hours. They are great for brief updates, check-ins, and posting short-form content. Stories are the best way to promote your posts, by sharing the post to your story. This will draw your audience’s attention to it. Highlights are a method of saving your stories on your profile permanently. They are a way to draw your audience’s attention to certain stories, usually organized around a particular theme. Instagram’s foray into video content began with IGTV. These are longer videos that users can create and are a great way to explore a new kind of content. They appear in a different feed for users, so they are easily discoverable. Reels are another recent feature. They are short videos that are often highly edited with music and transition. They are a short and snappy way to grab users’ attention. And, finally, Guides. Guides are a way to sort and collect posts around a particular theme in one post that resembles a blog post. It is a fantastic way to share information with your audience in a more detailed, and professional manner. Audiences love to engage with high-quality posts—regardless of the style. To conclude, make sure you are using the most appropriate type of post for your content type and your audience. You do not have to use the type of post that is most popular on all of Instagram, merely use the type of post that will work best for you. Mixing your post types up is a great way to keep your audience engaged.