Instagram Guides have quietly become a niche power tool in 2026. The format never matched Reels for raw reach, but it has held its place as a deep-content surface for travel, food, product roundups, and educational creators. Guides are not how you get discovered — they are how you turn a follower into a saver, which is one of the strongest signals in the current ranking. This walkthrough covers when Guides are worth the effort and how to build one that earns repeat views.
What Are Instagram Guides?
Instagram Guides were introduced in 2020 as a response to the COVID-19 pandemic. The platform wanted to provide users with an avenue to create engaging, helpful, and meaningful support-based content. Initially focused on wellbeing and mental health, the feature has since evolved to serve e-commerce companies and influencers in various ways.
Instagram Guides feature videos, images, and other content with written insights, akin to interactive blog posts. They can help to set your business apart on Instagram and establish thought leadership. Businesses can create guides on how to use certain new products or services, or design educational and informative content to answer common customer questions. For more insights into using Instagram for business growth, check out our Instagram growth strategy guide for 2026.
Where To Find Instagram Guides
Instagram Guides are easily accessible. To find them on a company’s page, visit their profile, and select the “Guides” icon. This can be found next to the Instagram Reels, Tagged, and Post sections on the page. You can also discover “Recommended” Guides on Instagram, by visiting the “Shop” tab, and clicking on the “Guides” button at the top of the screen.
