Instagram is rolling out a new feature that allows users to leave public comments on Stories.

While Instagram Stories have been a key driver of engagement on the platform for some time, interaction has mostly been limited to private replies and emoji reactions. With the new update, comments left on a Story will be visible to anyone who can view the Story, expanding the opportunities for interaction and visibility on a post-by-post basis.

Key features:

• Comments are allowed only from mutual followers unless settings are changed to allow all followers or to disable comments entirely.

• Once the Story expires, so do the comments.

• Anyone who can see your Story can also view the comments posted on it. The comments will appear directly on the Story frame, providing a visible layer of engagement that differs from private messages.

• Private engagement is still available: Instagram hasn’t removed the option for private replies or emoji reactions. These will still be delivered via direct messages, so users have flexibility in how they engage.

Why It Matters

For social media marketers, this update opens up new opportunities to drive engagement on Stories. Given the popularity of Stories as a content format, public comments add an additional touchpoint for brands to foster interaction with their followers.

Public comments may provide more publicity of conversations around your content, making it easier for others to join in and participate.

While the feature is a win for marketers seeking more interaction, be sure to monitor what gets posted. There’s potential for increased scrutiny or feedback, both positive and negative. Being mindful of comment moderation will be key to keeping the engagement aligned with your brand’s tone and community values.