how to make your Instagram stories last longer than 24 hours
Instagram stories aren’t new, flashy, or revolutionary and that’s exactly why they’re so important.
because stories are no longer about the hype, they’re about habit. and if your business is trying to build trust, stay top of mind, or drive actual conversions, stories might just be your most underutilized tool.
over 500 million people use Instagram stories every day. so the feature isn’t slowing down, it’s settling into its most strategic form yet.
so what even are stories?
if you’re a business owner who doesn’t live inside Instagram every day, here’s a quick primer:
stories are vertical pieces of content: videos, graphics, or even just text that disappear after 24 hours. they show up in those little circles at the top of the app and are meant to be casual, off-the-cuff, and real-time.
📌 think of your feed like a billboard: polished and curated to attract.
📌 think of stories like a coffee shop chat: unfiltered, conversational, and consistent.
💡 they don’t replace each other: they work in tandem.
how stories work with the algorithm:
stories aren’t a discovery tool. they show up for the people who already follow you, so they’re all about nurturing your existing audience.
this is where most people miss the mark. they chase virality, but abandon consistency– and with it, the chance to stay top-of-mind and drive repeat business.
meanwhile, Instagram is quietly rewarding the accounts that show up regularly, stay relevant, and build communities.
and about that link sticker…
yep, stories are still one of the only places you can share a clickable link on Instagram.
whether you’re linking out to a product, your blog, an event signup, or even an affiliate page you can do it here without sending people to “link in bio.”
and you don’t need third-party software to track performance either. just swipe up on the story to see: who viewed it, how many tapped the link, and what actions they took (replies, exits, etc.).
💡 want to take it a step further? add a UTM link to your story sticker. it’s an easy way to track what happens after the click like conversions or deeper site engagement giving you more than just upper-funnel insights.
why stories are the best kept not-so-secret tool for…
🧠 marketers:
think of stories as your built-in focus group.
you can test messaging, learn from behavior patterns, and iterate in real time without waiting for your next performance report.
🧑💼 business owners:
stories are the easiest way to show up when the feed feels overwhelming.
they give you room to be present, not perfect. whether you’re sharing behind the scenes, new launches, or answering FAQs.
📱 creators:
your grid is your portfolio.
your stories are where people feel like they actually know you. (think quick updates or exclusive story times, creating a vibe where your audience feels like they’re FaceTiming you.)
and with that comes trust, connection, and yes link clicks.
💡 hot tip: while reach and engagement are nice, brands want more than vanity metrics. they want proof that your audience takes action. and the story link tap? one of the clearest, easiest ways to show that.
extending the life span of stories
one of the biggest limitations of instagram stories is that they vanish after 24 hours. but that doesn’t mean their impact has to. highlights are your secret weapon for extending the shelf life of your best stories. especially when it comes to influencer campaigns or moments you want new visitors to see on your profile.
this clicked for us recently during a competitor audit for a restaurant client. we noticed one of their competitors had a highlight labeled “guest pov.” inside? reposted stories from real customers showing off their meals, the ambiance, and the overall experience. it wasn’t just nice to look at; it served as social proof, curated and archived for anyone visiting the profile.
👀 imagine: you spend budget and time getting an influencer into your space, they post an incredible story… and then it’s gone the next day. that’s a missed opportunity.
instead, build out highlights like:
✨ as seen by you: showcase UGC and guest experiences
🎥 behind the scenes: highlight your team and daily ops
🌟 features + reviews: pin press, awards, or stand-out testimonials
🍽 specials: promos, seasonal menus, or limited drops
use features like:
💚 close friends: to create exclusive content or perks
🎟️ story-only offers: to reward loyal followers
📢 polls and questions: to create real-time feedback loops
when used strategically, highlights can give new visitors the context they need and give your best content a permanent home.
the takeaway
your marketing team should be talking about this. so if you’re reading this and wondering where stories sit in your strategy check in with your team:
☑️ are we tracking Instagram story performance?
☑️ are we testing story-only promotions or link clicks?
☑️ are we consistently showing up in a way that nurtures our audience?
because stories get you remembered, not just discovered.
and in a time where trust, consistency, and transparency win?
