7 Essential Instagram Features Entertainment Brands Actually Use in 2024

If you're not using Reels as an entertainment brand, you're basically invisible on Instagram. This feature is Instagram's answer to TikTok, and it's where entertainment brands are seeing their biggest wins. The algorithm pushes Reels harder than any other content type, meaning your behind-the-scenes footage from a movie set or a 15-second preview of next week's episode can reach millions of people who don't even follow you yet. Best for: Entertainment brands know Reels work best for quick previews, bloopers, cast interactions, and trending audio challenges. Disney uses Reels to show character meet-and-greets, while HBO drops 30-second episode teasers that get fans hyped. Time Out tip: The sweet spot for entertainment Reels is 15-30 seconds. Any longer and you lose the quick-hit dopamine rush that keeps people scrolling.

Stories disappear after 24 hours, but their impact on fan loyalty lasts forever. Entertainment brands use Stories as their daily connection point with audiences, and the interactive stickers are what make the magic happen. Poll stickers let fans vote on which character should win, question stickers let them ask cast members anything, and quiz stickers test their knowledge about plot twists. Stay here: Netflix's Stranger Things account uses poll stickers to let fans vote on character theories between episodes. The engagement rates on these Stories often hit 20-30%, compared to 3-5% on regular posts. The "Add Yours" sticker is pure gold for entertainment brands. Launch a challenge related to your content and watch fans create user-generated content that promotes your show or movie for free. Marvel used this during the Spider-Man: No Way Home release, asking fans to share their spider poses. Best for: Daily engagement, fan polls about upcoming content, Q&As with talent, and building anticipation for releases.

Nothing beats the authenticity of going Live. Entertainment brands use this feature for exclusive content that makes fans feel like VIPs. Cast Q&As, behind-the-scenes moments, premiere parties, and even virtual red carpet events all work incredibly well on Instagram Live. The real power is in the comment section during Live streams. Fans feel like they're having real conversations with their favorite creators, actors, or musicians. When someone from the cast actually responds to comments live, it creates moments fans screenshot and share for weeks. Don't sleep on Instagram's Live Rooms feature, which lets you bring up to three guests into your Live stream. Entertainment brands use this for cast reunions, director interviews, or fan meet-and-greets that would be impossible in real life. Best for: Live events, cast interviews, fan Q&As, behind-the-scenes moments, and building authentic connections. The immediacy creates FOMO that drives viewers to turn on notifications for future streams.

While Reels grab attention, IGTV and longer video posts let entertainment brands actually tell stories. This is where you put the good stuff - extended trailers, cast interviews, making-of documentaries, and deep-dive content that Reels can't accommodate. The algorithm has been pushing video content harder since 2022, and IGTV posts can run up to 60 minutes for verified accounts (15 minutes for everyone else). Entertainment brands use this space for content that builds deeper connections - think 5-minute "day in the life" follows with cast members or 10-minute breakdowns of special effects. Best for: Extended trailers, cast interviews, behind-the-scenes documentaries, fan theory discussions, and any content that needs more than 90 seconds to tell its story properly. The key is creating content that feels exclusive to Instagram. Don't just repost your YouTube videos - create IGTV content that gives fans something they can't get anywhere else.

Entertainment brands sit on goldmines of merchandise opportunities, and Shopping Tags make it stupid easy to convert Instagram engagement into actual sales. Tag products directly in posts and Stories, and fans can buy without leaving the app. The smart entertainment brands aren't just selling basic t-shirts. They're selling limited edition items, costume replicas, soundtracks, and exclusive merchandise that fans can't get anywhere else. When Euphoria tagged the actual makeup products used in episodes, those items sold out within hours. Time Out tip: Use Shopping Tags in Stories during key moments - like right after a character wears a specific outfit or uses a particular prop. The immediacy of Stories plus shopping convenience creates impulse purchases. The Shops tab on your profile becomes a mini e-commerce store. Entertainment brands use this space to create themed collections - "Season 1 Essentials," "Concert Tour Merch," or "Character Costume Pieces."

Guides are Instagram's most underused feature, which makes them perfect for entertainment brands looking to stand out. Think of Guides as curated blog posts within Instagram - you can compile your best posts, recommend other accounts, or create themed collections around your content. Entertainment brands use Guides brilliantly for "Best Episodes to Start With," "Cast Interviews Collection," or "Behind-the-Scenes Moments." It's content curation that keeps fans engaged longer and gives new followers a clear entry point into your content world. Stay here: Disney uses Guides to create park recommendations, character spotlights, and seasonal content collections. Each Guide feels like getting insider tips from someone who actually knows the parks. The discoverability is solid too - Guides appear in search results and can be shared like regular posts. They're perfect for evergreen content that stays relevant long after you post it.

Close Friends Stories create exclusivity that entertainment brands can use to reward their most engaged fans. This green ring around Stories signals special content that only select followers can see, and the psychological effect is powerful - fans will engage more just to stay on that Close Friends list. Entertainment brands use Close Friends for early access to trailers, exclusive behind-the-scenes content, special announcements, or even contests that regular followers don't see. It's like having a VIP section at a concert, but for social media. Best for: Rewarding super fans, testing content before wider release, sharing more intimate behind-the-scenes moments, and creating FOMO that drives overall engagement. The strategy works because it makes fans feel special without requiring massive production efforts. A quick backstage video or early peek at tomorrow's announcement becomes premium content when it's Close Friends only. Don't sleep on using Close Friends strategically - not just randomly. Entertainment brands that use it effectively have clear criteria for who gets added and regularly refresh the list based on engagement.