The nature of Instagram stories is that they’re raw, unpolished. Users play around with text, gifs, stickers, emojis ontop of rough’n’ready visuals that convey something their friends pick up on right away. It’s not real life… but it’s the next best thing.

As a brand, you might think you need to manicure your stories like a well-kept lawn, but you can choose to do quite the opposite.