Sketchbook or portfolio? Where does your social content belong?

If you’ve ever stood in your workshop, studio or kitchen wondering whether to post something to your Instagram grid or your stories, you’re not alone.

I often get asked “how do I know whether this belongs on my feed or in my stories?”

A helpful way to think about this – your grid is your portfolio and stories are your sketchbook.

Your grid is the curated, polished version of your business. It’s what a potential customer sees when they first land on your profile — like flicking through your best work, all laid out neatly on a table. It’s a confident showcase of what you do and who you are.

Use your grid for:

• Standout photos or styled shoots
• Product launches or service promotions
• Client testimonials
• Carousel posts with tips, tutorials or value-packed insights

Because:

• It’s permanent (unless you remove it)
• It builds credibility and trust
• It visually reflects your brand values

Just like a portfolio, it’s worth taking your time with grid content — think quality over quantity.

Stories: your sketchbook

Stories are more like the messy, brilliant behind-the-scenes pages of a sketchbook. Not everything’s perfect, but that’s OK — it’s where ideas, personality and processes come to life.

Use stories to share the day-to-day, the in-progress, and the off-the-cuff.

Use your stories for:

• Studio or workspace updates
• Q&As, polls and quick tips
• Reposting customer content and reviews
• Flash offers, event reminders or new arrivals

Because:

• They’re time-sensitive (disappear after 24hrs unless saved to highlights)
• They build connection and authenticity
• They encourage interaction

And just like a sketchbook, stories don’t have to be perfect — they just need to be real.

Example: a florist’s morning

You’ve just finished setting up a wedding bouquet — it’s styled, the lighting is right and you’re proud of it. That’s a portfolio moment — post it to your grid.

On the way to the delivery, you grab a quick snap of the boot full of flowers. That’s a sketchbook moment — pop it in your stories.

Later that day, the couple tags you in a photo — repost that to your stories too (with a thank you, of course).

Got a post and not sure where it belongs? I’ll help you decide - and make it shine.