Last week, Instagram announced its new Stories feature, so we’ve been keeping an eye on the brands that have been quick to adopt the new tool.

Fashion brands seem to be jumping in quicker than others. Net-a-porter, Vogue, Marc Jacobs and Macy’s are among some of the first brands to use the Stories feature. Here’s a look at how they’re using the technology during its first week:

1. Introduce Followers to Your Products

Tory Burch introduced its new Gigi flat and used Instagram Stories to show the flats in action. The first piece of the story was video of a model dancing across the screen in the new shoes. Then, there was a shot of the Gigi shoe in several colors laid out in a circle, toes pointing inward.

IG Stories Brands-Tory Burch

The Marc Jacobs team showed us lots of cool clothes on its Story, giving context for some of its more famous pieces. They showed us the feathered tweed jacket that Kendall Jenner wore on the runway. There was even a shot of a studded leather jacket with text reading: “The jacket Zayn wore on the cover of Dazed.”

Marc Jacobs1 - 450

2. Drive Followers to Snapchat

BossBabe started on Instagram as the sassy voice of the young woman entrepreneur with highly reposted images and is now a member’s website, educational platform and more. Its founder Alexandra Wolf was recently listed in AdWeek along with Beyoncé as one of the Top 20 Influencers Who Radiate Creativity and Get People Talking.

The company’s current CEO Natalie Diver was quick to jump on Instagram Stories. On day 1, Diver posted three images: One gave a morning message of motivation, another suggested they follow Natalie on Snapchat for a behind-the-scenes look at her day, while a third boasted that they’re hanging with an Instagram influencer. This seems to be pretty common among early adopters: telling their Instagram followers to check them on Snapchat, a channel they’ve been using for a while. Others brands who use Snapchat heavily, however, already seem to be ignoring Instagram Stories.

Boss Babes

3. Introduce Followers to Your Staff, Friends and Collaborators

Vogue, the hugely popular fashion magazine, tapped its famous models to hop on and share videos. Lucky Blue Smith offered us a taste of his ice cream from his perch on a floaty in a gloriously blue pool. Alessandra Ambrosio checked in from the Rio Olympics with a kiss to the camera. Caroline Trentini showed us a glimpse of her boxing workout, which keeps her in top shape. Lily Aldridge let us join her in the bathtub (don’t worry, it was PG-13 rated.)

Vouge

4. Take Followers Behind The Scenes

“It’s beauty shoot day!” proclaimed major retailer Macy’s on its Story. Macy’s quickly hoped on Instagram Stories to take us behind the scenes of its beauty photoshoot with images and video of models having their makeup done in various styles.

Macys

5. Show Followers The Person Behind the Brand

Minding Her Business has 183,000 fans on Instagram and serves up inspiration and motivation for Millennial women who want to be their own boss. The brand began, much like BossBabe, by honing its voice and building a fan base on Instagram, and has since become a book written by Ivy Ejam. In most of her posts under the username @MindingHerBusiness, Ejam doesn’t show her face. She shares mini blogs in the captions of her posts, giving readers a taste of who she is, but Instagram Stories gives her the ability to share more of her life, and show her face a bit more.

MindingHerBusiness

6. Take Followers Into Your Locations

Marc Jacobs used its Story to show followers around the brand’s Prince Street store in New York City. Coffeehouse company Saxby’s shared a shot of staff member Logan setting up “the HQ cafe” on its Story.

MarcJacobs Saxbys

7. Show Followers What’s For Sale on Your Website

The two women behind athletic clothing brand Dona Jo Fitwear scrolled through their website on their Story, showing followers what’s for sale and where to buy it online.DonnaJoAfter week one, Instagram’s Stories seems like a hit. For some businesses, it gives them a new outlet to share ephemeral content with followers — and allows them to show a less glamorized, more fun side of the business. Some solo entrepreneurs find this preferable because they want to keep their audience on Snapchat to just family and friends. In any case, it will be interesting to watch as more brands try out the feature and figure out how to balance using both Instagram and Snapchat.