Promoting a local event on Instagram? Here’s the quick breakdown:

• Use Stories for real-time updates and direct engagement with your current followers. They’re ideal for behind-the-scenes content, last-minute changes, and interactive features like polls or countdowns. However, their 24-hour lifespan limits long-term visibility.
• Leverage Reels to reach new audiences and create buzz. With higher engagement and discoverability through Instagram’s Explore page, they’re perfect for teasers, event highlights, and polished content that stays on your profile.

Key takeaway: Stories keep your existing audience informed and engaged, while Reels help attract new attendees. Combine both for the best results.

Quick Comparison

Use Stories for immediacy and Reels for broader reach. Together, they create a balanced strategy for local event promotion.

Instagram Stories vs. Reels For Business

Instagram Stories: Features, Benefits, and Drawbacks

Instagram Stories have quickly become a key player in social media marketing, with 500 million users interacting with them daily. For local event organizers, this feature offers a chance to create instant, personal connections with their community.

Main Features and Benefits

The 24-hour lifespan of Stories makes them perfect for engaging your most loyal audience. Their temporary nature encourages urgency, keeps content fresh, and allows for creative experimentation without cluttering your main feed.

Interactive tools like polls, questions, quizzes, and countdown stickers make Stories more engaging. These features not only encourage participation but also help viewers set reminders for your events. They’re a great way to build excitement and anticipation.

Stories’ full-screen, vertical format ensures they grab attention. Positioned at the top of users’ feeds, they offer prime visibility. With one-third of the most-viewed Stories coming from businesses, local event organizers have an excellent chance to stand out.

Including Stories in your social media campaigns can boost reach by about 20%. This happens because Stories help deepen connections with your existing followers, strengthening their interest in your event.

These features make Stories a go-to tool for sharing real-time updates and event narratives.

Best Uses for Local Events

For local events, Stories shine in creating immediate and authentic connections. Share behind-the-scenes glimpses – like setting up the venue or sound checks – to build anticipation and show a human side to your event.

They’re also ideal for last-minute updates. Whether it’s a weather change, parking info, or schedule adjustments, Stories let you communicate instantly. Their short-lived nature encourages viewers to check back frequently for updates.

Using location tags and local hashtags can help your event reach nearby audiences. Tagging your venue or adding community-specific hashtags makes it easier for locals to discover your event, which is especially useful for those with a limited travel radius.

Live streaming through Stories takes your event beyond physical attendees. It allows those who couldn’t make it to feel involved and showcases real-time enjoyment, adding social proof to your event’s success.

Even after your event, Stories can keep the momentum going. Sharing event recaps helps maintain interest and builds anticipation for future gatherings, keeping your event fresh in the minds of your followers.

Despite these advantages, there are some challenges to consider.

Drawbacks

The fleeting nature of Stories can be a hurdle. Unless saved to Highlights, your content disappears after 24 hours, meaning you’ll need to consistently produce new material to stay on your audience’s radar.

Another limitation is that Stories primarily target your existing followers. While they’re great for engaging your current audience, they aren’t as effective for reaching new ones, which might limit your ability to grow your local community.

Competition is another challenge. With over 500 million people posting Stories daily, it can be tough to stand out. Capturing attention requires consistent creativity and effort.

A lack of screenshot notifications is another drawback. Without knowing when followers save your event info, it’s harder to measure genuine interest.

Finally, maintaining the recommended posting frequency can strain small teams. Accounts that share between one and seven Stories per day often see better engagement, but keeping up with this pace demands time and resources that smaller teams might struggle to provide.

Instagram Reels: Features, Benefits, and Drawbacks

Instagram Reels have become a major tool for promoting local events, with Meta reporting that Reels account for over half of the time users spend on Instagram. Unlike Stories, Reels focus on creating longer-lasting content that can reach beyond your existing followers. Let’s take a closer look at the features, ideal uses for local events, and the potential downsides of using Reels.

Main Features and Benefits

Reels stand out from Stories by offering longer-lasting content that extends the promotional reach of your event. These short, engaging videos – up to 90 seconds long – are designed to grab attention and keep viewers hooked. This extra time allows you to spotlight event highlights, showcase the atmosphere, or share key details.

The creative tools within Reels are another standout feature. You can add text overlays, use trending audio tracks, apply filters and effects, and create quick edits that make your content more dynamic. These tools make it easy to produce professional-looking videos directly within the Instagram app, which is a big win for smaller event teams.

Reels also shine when it comes to discoverability. Instagram’s algorithm actively promotes Reels to users who don’t follow your account, increasing the chances of your event appearing on the Explore page or in feeds tailored to user interests. This means you’re not limited to your current follower base.

The engagement stats for Reels are impressive. On average, Reels generate 22% more engagement than regular video posts and three times more engagement than standard videos. They also boast a 30.81% reach rate and a 1.23% engagement rate, outperforming photos (0.70%) and carousels (0.99%). Plus, 80% of Reels are watched with sound on, making them perfect for promoting live music, speaker previews, or the overall vibe of your event.

Best Uses for Local Events

Reels are perfect for creating buzz before your event. Use them to share teasers featuring key speakers, highlight event perks, or offer sneak peeks of exclusive content attendees can look forward to. Unlike Stories, which vanish after 24 hours, Reels stay on your profile, continuing to attract attention and promote future events.

To make the most of Reels, focus on capturing attention within the first three seconds. Start with a striking visual or announcement, and then share essential details. Adding clear calls-to-action – like "Register now – link in bio!" or "Comment to save your spot!" – can help turn viewers into attendees. Boost visibility by including trending audio and relevant hashtags, and consider using humor or storytelling to connect with your audience on a personal level.

Drawbacks

Despite their benefits, Reels come with some challenges. Creating high-quality Reels often requires significant time and effort for filming, editing, and adding effects, which can be tough for teams with limited resources.

Another hurdle is Instagram’s algorithm. While it can amplify your reach, it also means success is partly out of your hands. As Instagram head Adam Mosseri explains:

"Instagram doesn’t have a singular algorithm that oversees what people do and don’t see on the app. We use a variety of algorithms, classifiers, and processes, each with its own purpose."

Analytics for Reels are fairly basic, offering limited insights into performance. For event organizers who need detailed metrics – like registration conversions or audience demographics – this can be a significant drawback.

There’s also the risk of reaching the wrong audience. While a broader reach might sound appealing, it could result in attracting viewers who aren’t local or part of your target demographic. Careful planning is essential to avoid this issue when crafting your content and retargeting strategies.

Finally, polished Reels can set high expectations for your event. If the actual experience doesn’t align with the hype created on social media, attendees might feel let down. To avoid this, focus on keeping your promotional content genuine and managing expectations realistically.

sbb-itb-fd64e4e

Direct Comparison Table

When deciding between Instagram Stories and Reels to promote your local event, comparing their key metrics can help you pick the right tool for your goals.

Comparison Factors

Here’s a breakdown of how Stories and Reels stack up for local event promotion:

Reels have the edge when it comes to generating interactions, boasting 22% more engagement than standard videos. On the other hand, Stories are especially effective for sparking interest, with 58% of users reporting they’ve become curious about a brand after viewing a Story.

Adam Mosseri, Head of Instagram, sums up the difference:

"People tend to look for their closest friends in Stories…, and be entertained in Reels."

This difference is crucial for event promotion. Reels are ideal for reaching new community members thanks to their visibility on the Explore page. Meanwhile, Stories shine when it comes to engaging your current followers – especially since 50% of Instagram users say they’ve visited a website to buy a product after seeing a Story.

Stories work best for spontaneous, behind-the-scenes content that feels personal and immediate. Reels, on the other hand, require a more polished, engaging approach to stand out. Tailor your strategy to each format: use Stories for real-time, authentic updates and Reels for creating buzz with visually striking, shareable content. Up next, we’ll dive into tips for choosing the right format for your event.

Choosing the Right Format for Local Event Promotion

Promoting a local event effectively means knowing how and when to use different content formats. Instead of picking just one, the best strategy combines Stories and Reels to maximize visibility and engagement. By blending these formats, you can create a more dynamic and impactful promotional campaign.

Format Recommendations

Reels: Build pre-event excitement.
Reels, with their 30.81% average reach rate, are perfect for creating buzz and attracting new audiences who might not yet know about your event. Use Reels to share behind-the-scenes clips, introduce key speakers, or offer sneak peeks of activities. These short, engaging videos can highlight what makes your event stand out.

Stories: Keep followers in the loop.
Stories are ideal for connecting with your current audience in real time. Use them for live updates, last-minute reminders, or exclusive announcements. Whether it’s encouraging ticket sales or sharing event-day highlights, Stories allow you to deliver time-sensitive information quickly and effectively.

Cross-promote between formats.
To maximize reach, share top-performing Stories as Reels. This approach allows you to benefit from Reels’ discoverability while maintaining the personal and immediate feel of Stories.

Balance production efforts.
Reels often require more polished, high-quality content, while Stories work well for casual, quick updates. If your resources are limited, prioritize consistent Stories for regular updates and focus on creating a few standout Reels for key moments in your campaign.

Tips for U.S. Audiences

Once you’ve chosen the right mix of formats, adapt your strategy to fit the habits and preferences of your local audience.

• Post at peak engagement times.
  Aim to post between 6–9 AM or 7–9 PM EST. For local events, consider lunchtime (12:00 PM–1:00 PM) as an additional window when people are likely to check social media.
• Use local hashtags wisely.
  Include location-specific hashtags like your city, neighborhood, or venue name. For example, if you’re promoting a farmers market in Portland, hashtags like #PortlandEvents, #PDXFarmersMarket, or #PearlDistrictEvents can help your content reach the right audience. While Reels can handle up to 30 hashtags, keep Stories clean with fewer tags.
• Leverage trending audio and effects.
  Since 80% of Reels are watched with sound on, select popular music or soundtracks that resonate with U.S. audiences. Keep your videos under 90 seconds, staying within Instagram’s recommendations for non-followers.
• Create locally relevant content.
  Reference familiar landmarks, weather, or community happenings to make your content relatable and encourage local shares.
• Add captions and subtitles.
  Many users browse social media in quiet settings, like offices or public spaces. Including captions ensures your message is clear, even without sound.

Support from Robust Branding

If managing Stories and Reels feels overwhelming, professional support can make a big difference. Robust Branding offers services designed to help small businesses promote events effectively on social media.

• Content Creation and Production:
  Robust Branding can help you develop a balanced content calendar, ensuring your Stories and Reels are visually appealing and posted consistently. Their team creates polished content that highlights your event’s best features.
• Strategic Planning:
  With their digital marketing expertise, Robust Branding can recommend the ideal mix of Stories and Reels based on your goals – whether you’re aiming to increase attendance, raise awareness, or sell tickets. They also analyze audience data to pinpoint the best posting times and content types for your market.
• Performance Tracking:
  Their analytics services monitor which formats perform best, allowing you to refine your strategy over time. This ensures your marketing budget is used wisely.
• Comprehensive Marketing Solutions:
  Beyond social media, Robust Branding offers services like SEO, web design, and email marketing. For instance, Instagram content can drive traffic to optimized landing pages, while email campaigns can repurpose top-performing Stories and Reels to reach more people.

For small businesses with tight budgets, Robust Branding’s $39/month digital services package is a cost-effective way to access tools like custom site design and marketing automation. It’s an affordable option for promoting smaller events while maintaining a professional edge.

Conclusion

Promoting local events on Instagram becomes far more effective when you combine the strengths of Stories and Reels. As Adam Mosseri, Head of Instagram, puts it:

"People tend to look for their closest friends in Stories…, and be entertained in Reels".

This distinction highlights why using both formats together creates the best results.

Each format serves a specific purpose in your campaign. Reels act as a powerful discovery tool. With 74% of Instagram users engaging with Reels and video views doubling compared to Stories, Reels are perfect for reaching new audiences and driving awareness. Their staying power ensures your event remains visible, making them ideal for attracting first-time attendees.

On the other hand, Stories shine when it comes to connecting with your current followers. Their 24-hour lifespan adds urgency, while interactive features like polls and Q&A foster deeper engagement and build closer relationships with your audience.

Your choice should depend on your event goals. Use Reels to expand your reach and attract new attendees, while Stories help you engage and energize your loyal followers. Together, they create a well-rounded strategy to boost attendance and build excitement.

FAQs

What’s the best way to use Instagram Stories and Reels together to promote my local event?

To effectively spread the word about your local event, take advantage of Instagram Stories for real-time updates, sneak peeks, and countdowns. These quick, engaging clips are great for creating a buzz and keeping your audience interested as the event approaches. Plus, the temporary nature of Stories adds a sense of urgency.

Use Reels to highlight the most exciting aspects of your event, like teaser clips, guest appearances, or standout moments. Reels are designed for eye-catching, shareable content, making them a powerful tool to expand your event’s visibility beyond your immediate followers.

For maximum impact, make sure to cross-promote. Tag attendees, encourage them to share your content, and keep a consistent theme across both Stories and Reels. This approach not only boosts engagement but also helps you connect with more people in your local community.

How can I create Instagram Reels that effectively promote local events and reach more people?

To craft Instagram Reels that grab attention and promote local events effectively, aim for short and engaging clips – keep them under 90 seconds. Incorporate trending audio and popular hashtags to boost your reach. Make sure to spotlight essential event details like the date, time, and location, paired with striking visuals that connect with your local audience.

Boost engagement by including calls to action, such as encouraging viewers to tag friends or share the Reel. Partnering with local influencers or businesses can further expand your audience. Stay consistent with your posting schedule to maintain excitement and keep your audience invested in your event.

What challenges come with using Instagram Stories to promote local events, and how can I address them?

Instagram Stories offer a great way to promote local events, but they do come with their hurdles. The 24-hour lifespan of Stories means your content vanishes quickly, which can make it tricky to keep the buzz going. Plus, with countless Stories vying for attention, standing out and connecting with your audience can feel like an uphill battle.

To tackle these issues, focus on crafting visually striking content that grabs attention immediately. Incorporate tools like countdown stickers to spark anticipation and excitement. Keep your presence consistent by posting regularly, and take advantage of interactive features such as polls, question boxes, and quizzes to get your audience involved. These tactics can make your Stories more engaging and help generate interest in your event.

Related posts

• How SMBs Partner with Local Events
• 7 Tips for Promoting Events on YouTube
• How SMBs Use Stories to Outshine Competitors
• Why Storyboarding Matters for Social Media Videos