Does anyone else need to sit down and take two deep breaths when they’re on Instagram and see this face on their feed?

Whether we love it or hate it, Instagram is still an influencer marketing powerhouse with 933 million unique monthly users (including Modash!)

When I checked Modash for the numbers this morning, I found that Instagram is also home to roughly 60 million influencers and creators.

So, if you’re looking to drive immediate sales or build long-term brand awareness, Instagram is a no-brainer. But to use it to its full potential, it’s crucial to understand the various formats available.

So, today, I want to explain exactly what you can buy from creators.

No fluff, just the options you need to know about. (And their value!)

Option #1: Stories

Stories have carved out a unique niche on Instagram. Although they disappear in 24 hours (unless saved to highlights), their ephemeral nature often drives faster action from viewers.

Plus, they have the advantage of links. You can add multiple CTAs across frames to increase the chances of directing people to your website. Other interactive features like Q&As are a great way to let influencers answer customer questions in real time.

There’s a lot to love about them. But they work best when they feel unscripted and authentic.

Best for:

• Product unboxings and first impressions

• Time-sensitive promotions & flash sales

• Behind-the-scenes looks at events or product launches

• Live event coverage and location-based experiences

Option #2: Reels

Reels were Instagram's answer to TikTok. Since then, they've become the algorithm’s golden child. While they typically cost more than Stories in absolute numbers, their viral potential often delivers a lower cost per impression.

But as you well know, the algorithm can be as fickle as a cat standing in front of a door (Do you want to go in, out? Make up your mind!)

My point is you never know what the algorithm will do. So, it’s never a sure thing that what you pay for will be what you get.

Reels are great for:

• Brand awareness campaigns

• Trend-based content ( Adam Mosseri recommends leveraging trending audio)

• Cross-platform campaigns (Easily repurpose on TikTok, YouTube Short, and even back to Stories)

The downside to reels, though, is that they don’t have clickable links. This is not the best format for driving sales.

Option #3 In-feed posts

While they might not be the cool kids anymore, static and carousel posts still have their place —especially in visually driven industries like fashion, beauty, and home decor (where looking pretty is pretty much the point).

Static posts work best for:

• Product launches

• Brand announcements

• High-end lifestyle content

• Visual teasers

Carousel posts shine with:

• Educational content

• Step-by-step tutorials

• Product roundups

• Before-and-after demonstrations

Option #4: Bundle up

Smart marketers rarely buy single-format content anymore. Instead, they're opting for bundles of different formats (and platforms).

Here are a few examples:

• 1 YouTube integration + 3-4 Instagram Stories

• 1 Reel + 2-4 Instagram Stories

• 1 TikTok vid + 3-4 Instagram Stories

• 1 Reel + TikTok/YouTube Shorts repost

Not only do these bundled packages create more opportunities to reach customers and new audiences, but they also strengthen your position when negotiating prices.

Having said that, there is a method to the madness. You want to tap into the unique benefits of each format. For example, rather than limiting yourself to just a Reel, include Stories where influencers can add direct links to your website.

Julianne Kiider told me that you can also vary bundles based on the use case and/or creative angle.

Say you have creators covering a live event. You can ask for:

• 10 – 15 Story frames offering real-time updates

• 1 Reel recapping the event

Or if you’re gearing up for a product launch, you can request:

• 1 static teaser post with a bold image/caption

• 1 Reel revealing the product

• 3 Story frames teasing the launch (including a countdown)

• 1 follow-up frame on launch day (including a product link)

Pro tip: Spread these bundles out over multiple days. It gives customers more chances to convert and provides different contexts for your product.

The key to success on Instagram isn’t just to do what you see others doing. But to pick the formats that make sense for your goals and brand.

Choose wisely, and may the algorithm be ever in your favor.

Handpicked job openings

• Burga is looking for five—yes, that’s FIVE—influencer marketing managers in the Czech Republic, Lithuania, and Germany.  The roles are remote.

• Beauty Works is looking for an Influencer Marketing Manager in Cheadle Hulme, England. 

• Ground News is looking for an Influencer Marketing Manager in Canada. The role is remote.  

• Obaji is looking for an Influencer Marketing Manager in Long Beach California, USA.

• Alpha Lion is looking for an Influencer and Creator Manager in the United States. The role is remote.  

See you next Thursday!
Eleni Zoe xx
Marketing @ Modash. Say hi on LinkedIn or visit Modash.

📌A NOTE ABOUT WHAT YOU JUST READ

The tips in this newsletter might not be right for your specific case. Use good judgment when deciding whether to take advice from the internet—even mine. My team and I survey & interview influencer marketers whose advice and observations come from their direct experience. ROI is meant for you to connect the dots and be inspired or challenged to think about your influencer marketing in a way you haven’t before.