Last week I told you why I think Instagram Stories are the shit. This week I'm going to give you a few ideas for what kinds of stories wine brands should make!

I have three main ways of coming up with Stories ideas:

  1. What stories I want to save as Highlights at the top of my profile;
  2. What kind of content I want to test out before committing to it as a feed post, and;
  3. What is going on right now that needs to be shared in the moment.


Highlights: Even though stories need only last 24 hours (that's one of the reasons they are so great!), there are some stories that you may want to live on a little longer. There is a simple way of coming up with what should live on as a Highlight: What items do you have on the menu of your website

Here are some examples:

  • Visit us: what are your hours and what do your experiences look like?
  • Wine Club: share information about your wine club and how to join
  • About us: Literally, share your story in your Stories

*Important: be sure to keep your Highlights up to date. I recommend checking in on them once per month to ensure the information is still true


Content Testing: Sometimes when I have an idea for a post but I'm not sure how it will be received or if it's worth its own post, I will share it with Stories first. Examples:

  • Tasting notes of current releases
  • Pairing ideas for food
  • Literally asking your audience (using the question box or poll stickers) what kind of content they want to see

In the Moment: The original intention of stories was to show people what's going on right now. So, they are a great place to keep people up to date on what you have going on! Examples:

  • Behind-the-scenes: What's going on in the winery or vineyard right now?
  • Upcoming events
  • Current promotions

Next week we will talk about how to structure your stories for maximum effect but in the meantime… Your action itemWrite down at least one story idea under each of the above categories to post in the next week.