Instagram and Facebook give you three main tools, and using them interchangeably is why a lot of small-business content falls flat. Here's what each is actually for.
Reels = reach
Short videos are how you get in front of new people. The algorithm pushes them beyond your followers, so reels are your discovery engine. Keep them short, useful, and hook fast.
Stories = relationship
Stories are for the people who already follow you. They're casual, in-the-moment, and perfect for behind-the-scenes, polls, and quick updates that keep you top of mind.
Feed posts = your storefront
Your feed is the polished, lasting record someone scrolls when deciding whether to trust you. This is where your best work and clearest offers live.
Where to start
If you only have time for one, do a weekly reel for reach plus a couple of feed posts for credibility, and sprinkle stories on the days you post. That mix punches well above its weight.