Part 2: Turning Views into Clicks with Creative Instagram Story Funnels

In part 2 of our blog series on Instagram Story success, we discuss how to move people from watching to clicking without feeling pushy or losing your brand’s warmth.

Firstly, What Is A Story Funnel?

A Story funnel is a sequence of Instagram Stories designed to guide a viewer through a journey. Here's how that journey typically looks:

1. Attention: hook them emotionally or practically
2. Engagement: invite interaction or curiosity
3. Education: share value or explain benefits
4. Call-to-Action: offer something clear and relevant

The goal is to create emotional and informational momentum so that your viewer naturally wants to take the next step, whether that’s clicking a link, joining your mailing list, or making a purchase.

In the next section, we'll take our previous example of a wellness brand and use it to describe three tried and tested Instagram Story funnels:

Funnel Template #1: “The Empathy-to-Action” Funnel

Perfect for: postpartum care kits, supplements, incontinence or menopause support products

Story 1: Relatable scenario or pain point

“You’re 6 weeks postpartum. You finally get a moment to yourself - and realize no one told you about this part of recovery.”

Story 2: Reassuring voice or validation

“You’re not alone. Most of our community didn’t know what to expect either.”

Include a poll: “Did this happen to you?” Answer options: Yes/Not talked about enough/No, but I'm here to support

Story 3: Soft education

“Here’s what your body might actually need during this stage.”

This is a great opportunity to show a gentle breakdown of products or tips.

Story 4: Direct offer or solution

“That’s why we created - product name - gentle, effective, and made for this moment.”

Use link sticker: “Click to see the full kit”

Why does this funnel work? This funnel builds trust by starting with empathy, validating viewer experience, and then introducing the product as a helpful tool rather than as a sales pitch.

Funnel Template #2: “The Curiosity Loop” Funnel

Perfect for: new launches, misunderstood products, or under-the-radar topics

Story 1: Hook with a surprising fact or question

“Did you know 40% of women over 40 experience this - and most never talk about it?”

Story 2: Keep curiosity high

“We asked 100 people what they wish they had known. Here’s what they said…”

Use real answers or quotes in a quick-scroll format.

Story 3: Reveal and educate

“What most people are missing: support that works with your changing body, not against it.”

Story 4: Call-to-action

“Start with the essentials. Shop our beginner set.”

Use the link sticker to funnel to your online shop.

Why does this funnel work? This funnel plays on what people don’t know they don’t know, which is perfect for destigmatizing and educating around health topics. It also drives viewers to share their new-found knowledge.

Funnel Template #3: “The Try-It Challenge” Funnel

Perfect for: habit-based products like post-shower body lotions, supplements, or guided self-check routines

Story 1: Friendly invitation

“Want to feel fresher in 3 days? Let’s try something new together.”

Use a poll: “I’m in!”/“Tell me more”

Story 2: Explain what they’ll do

“For the next 3 days: use - product name - after every shower. That’s it.”

Show casual, real-life product use.

Story 3: Ask for participation

“Tag us or DM us your thoughts. We’ll share your real stories here.”

Use the “DM us” sticker to encourage interaction.

Story 4: Recap and offer

“Already seeing a difference? Take 15% off when you grab the full set today.”

Use link sticker.

Why does this funnel work? This funnel creates low-risk involvement while offering a clear product use case. It’s especially good for converting curious followers into customers.

How To Keep It Human

The brands that thrive in this space don’t “sell.” They guide. Your Story funnels should sound like a trusted friend - one who gets what your followers are going through, and has actually tried what they’re talking about.

What to avoid:

• Hard urgency (“ONLY TODAY!”)
• Too much jargon
• Overly perfect aesthetics

What to aim for:

• A calm and confident voice
• Real talk paired with real results
• Stories that say “You’re not alone”

Call-To-Action Placement: Best Practices

• Place your link sticker on the final Story slide - don’t litter every slide with a link sticker
• Use clear and gentle CTAs, such as:
  • “See how it works”
  • “Start your care routine”
  • “Explore the full kit”
• If needed, repeat the CTA with slightly different wording 3-4 hours later

Next Up

In Part 3, we’ll share a ready-to-use Instagram Story Content Calendar, complete with emotional hooks, example copy, and a weekly campaign rhythm you can repeat or adapt.