Stories should be used to engage with your audience, tell interesting stories between 60-120 seconds, cover live events, can be used to drive traffic (swipe up), cover behind the scenes or used for UGC.

Stories don’t need to be super polished and can be rough as they disappear in 24 hours

Reels are purely entertaining reach machines. 15 seconds (or if you are in one of the lucky 50 countries, 30 seconds starting today). Your main goal with reels is trying to become viral and get on the discover page.