Speaker A
My dears, we're launching with featured stories—those tabs that will guide a new customer from your profile to purchase. This is a very important topic. Do it once, do it right, and they'll stick with you for a long time.
Learn how to use Instagram featured stories to guide new customers from profile visit to purchase effectively.
Key Takeaways
- Featured stories are crucial for converting new visitors into customers by answering key questions.
- Structure and update featured stories regularly to maintain relevance and trust.
- Use branding and concise captions to make featured stories visually appealing and easy to navigate.
- Limit the number of featured stories to avoid overwhelming visitors and focus on what sells.
- Always include a clear call to action to guide the customer’s next step.
What the video covers
- Featured stories on Instagram act as tabs that guide new customers through your profile to make a purchase.
- They should mirror website tabs like About Me, Offer, Results, Testimonials, Q&A, and Pricing.
- Featured stories are mainly visited by new users who want to understand your offer, pricing, and credibility.
- Organize featured stories in the order customers make purchasing decisions: introduction, offer, results, FAQs, and call to action.
- Keep featured stories concise with 5-7 tabs and 5-15 stories per tab to avoid overwhelming visitors.
- Remove outdated or irrelevant stories to avoid misleading potential customers.
- Use simple, one-word captions and consistent branding with icons or photos for easy recognition.
- Include testimonials naturally within relevant featured stories rather than accumulating them all in one place.
- Plan and record featured stories deliberately to maintain a unified style and update them regularly.
- End featured stories with a clear call to action encouraging customers to message or buy.
Chapters
- 00:00Introduction to Featured Stories as Sales Tabs
- 00:40Types of Tabs and Their Purpose
- 01:28What New Customers Look for in Featured Stories
- 02:10Suggested Tabs for Different Business Types
- 02:51Organizing Offers and Testimonials Effectively
- 03:21Arranging Stories to Match Customer Decision Process
- 04:06Maintaining and Updating Featured Stories
- 05:22Design, Branding, and Call to Action in Featured Stories
- 07:23Summary and Practical Tasks for Viewers
Full Transcript — Download SRT & Markdown
Speaker A
So let's get started. Before we start discussing what should happen there, imagine your website. If you don't have one, imagine if you were to create one, what tabs would appear there. And if you do, that's the answer. Usually,
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there's a start, something about me, something about the offer, then there's some results, some transformation, there are reviews, people talking about how good your product or service is.
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There's a question-and-answer session, and something to download for free, or some bonuses, or some discounts. There are simply specific tabs, and the same tabs should happen on your profile as well. From experience, I know that these featured stories are mainly
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visited by new people who don't fully trust you yet. They've stumbled upon your account, perhaps from a reel, carousel, or recommendation. They browse to see what they find there, what interesting things you have to say or offer. They usually find you by your
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name, read your bio step by step, open featured stories, message you, buy something, or simply stick around to get to know you better in stories or your feed. They're usually looking for answers to questions like what you offer—what you're selling on this
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profile, what you have to offer, how much it costs specifically, whether it even works, who's talking about it, who's already bought it, and how I can order something specific. So, to make this decision-making process easier for them, we have a set of tabs that will
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depend on your business. I think it's good for personal brands to have an "About Me" tab where you share your story. The offer, meaning what they can buy from you, the results, meaning what people gain from working with you, the
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opinions of your clients, training courses (if you run any) and a description of these courses, the backstage, meaning how these courses are developed and created. And the price list. If you offer a service or are, for example, a local company, then
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About Us, the offer, the results, and your feedback, meaning any shared testimonials, the price list and contact information, meaning how to get there, where to park.
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Digital products. So, this could be the starting point, a small course here, or one, two, three, or all the courses in one, if there are many. Results, opinions, any questions, answers, and free of charge. And e-commerce, meaning new products, often bestsellers, how to
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order, shipping, and your opinions. Remember that these places will contain your testimonials, meaning what you naturally create in your stories. This is where you save them. I believe it shouldn't be cumulated in one place.
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Each offer is described separately, because if you have 10, you'll end up with a lot of featured offers. We're just condensing it. If you have three or four services or products, each can have a separate featured story, but if
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there are more, there's one tab, one offer, and we stick to that. It's also a good idea to arrange these featured stories according to how the customer is making a purchasing decision. First, they need to learn about you, so that's
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the start. Then I want to learn about your offer. Then I want to see the results they can achieve thanks to you.
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Maybe some questions, answers that will clear up their doubts. And for free, or here, yay... results, we can also add reviews, something that will allow them to say, "Okay, I'm writing this," "Okay, I'm clicking on the link." So it's very
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important, the four or five stories that come first in a given featured story are key, and there we should offer what will actually sell, meaning value, some kind of objection-resolving element, not just "Come and buy, here's the link," because that simply needs to
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resolve our objections. These featured stories can be arranged this way. In order, all you have to do is add any story to the featured story, and it will be the first to appear. Then you remove that story from that featured
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story, and it will still be the first. So you can juggle this order here.
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Another point. Let's put it together. Six good, featured rules mean five to seven of these tiles, not 15 or 20.
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Remove all private topics like Thailand, Mozambique. It's great that you were there, but it doesn't do anything for your business. Another caption, in one word, briefly, so that without elaborating on the whole thing, you can understand what's inside the featured
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story. We update this constantly because when I audit profiles, the featured stories often contain posts from two years ago and a Black Friday offer from 2024. Update it, because you're misleading the customer. Remove anything you no longer offer today.
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Because if I can't buy something because it's gone, I feel lost and don't want to go through that shopping spree anymore. We don't leave guesswork, specifically what, for whom, for how much, or how to order. And we always
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think about new customers, people who don't know you yet, because they come here and often open these featured stories. A story, my dears, is a mini-presentation of your company, so the first stories should be the title of what will be included in this
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featured story. For example, here you'll learn about the featured story and what it's like to work with us.
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It's like bookmarking a website. The most important things come first, meaning many people won't even get to the end, especially if you're adding 100 stories, so the key ones are the first ones. Five to 15 stories in one
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featured story are absolutely informative. That's enough. Your voice, your face will always work to your advantage because you'll build trust faster than graphics and polished, beautiful photos. High five. The last stories should be a call to action. So,
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if I'm watching featured stories about an offer, for example, I should be called to action. So, if you want to learn more details about it, send me a message. If you like this idea for your face, write here, right? So the client
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needs to know what to do at the end. And we also record, uh, specially the featured stories, meaning we plan a set and specific slides. We don't collect them for some archive; we can just dedicate a day to recording everything
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beautifully. So it's important that your featured stories create a unified style. It should be clearly visible in a small circle, meaning they can have icons, your photos, or your products.
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However, it's important that your featured stories are distinct, have a simple caption, and use your brand colors. It could be an icon that demonstrates what's inside. It could be large, legible. Remember, they're viewing from a phone, and consistent
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with your avatar. So, here's a cheat sheet for the end. Take a screenshot of your featured stories, and you'll need to correct it in a moment for the task I have for you. And I have specific tasks for you. Namely, go to your
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website (if you have one) and write down the tabs you have there. Choose five to seven topics you'd like to include in your featured stories. If you already have a website, or if you don't, think about how you would
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structure it today, including specific tabs. If you don't know, use my suggestions from this lesson. Y, delete stories that are outdated, meaning review what you have there. Review these offers, review these promotions, and remove anything that's misleading the customer today, or anything that no
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longer looks the same, where you no longer offer it. We're setting uniform covers to make them legible and consistent, and we're captioning them with one word, and from now on, we're updating them regularly. So I'm not asking you to rebuild these stories
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from scratch, record every bookmark, and so on. Keep it in the back of your mind so you can put it on your calendar. I'm not saying it has to be today, but at least today, clean up the icons
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and swap.
Topics:Instagram marketingfeatured storiescustomer journeysocial media salesprofile optimizationpersonal brandingcontent strategycustomer trustcall to actiondigital marketing tips
