Instagram Stories, as of December 2025, function as a vertically oriented, ephemeral content format allowing Australian businesses to share photos and videos that disappear after 24 hours, operating within the broader Instagram ecosystem and leveraging its advertising infrastructure.
In 2026, Stories now includes advanced interactive features such as polls, quizzes, question stickers, and countdowns, all integrated with Instagram’s data analytics. The ‘Add Yours’ sticker remains popular, facilitating user-generated content campaigns. Currently, Australian businesses can directly link to product pages or external websites via Story links, provided they meet Instagram’s eligibility criteria (generally 10,000 followers or verified status). Instagram’s advertising platform allows businesses to run Story Ads, targeting specific demographics and interests within Australia, with costs determined via auction-based bidding. Compliance with Australian Consumer Law regarding advertising disclosures still applies to all Story content and ads. The platform’s ‘Close Friends’ list feature allows for targeted Story distribution to smaller, pre-defined audiences. Announced for rollout in early 2027 is a native collaborative Story feature, allowing multiple business accounts to contribute to a single Story.
Instagram Stories operate as a dynamic, short-form content delivery system, integrated with advertising and analytics tools, enabling businesses to reach and engage with Australian audiences.
