Why your business should be using Instagram Highlights
Yawn Marketing – No Boring Answers
Instagram stories. 500 million of us look at them every day.
Whether you use them to catch up with friends and family, or tap through whilst sat on the loo, it’s undeniable that stories have weaselled their way into our daily online activity.
So, what are Instagram Highlights?
Highlights sit just beneath your bio on your Instagram profile; they are collections of your previously posted stories. Whereas regular stories disappear after 24 hours, when added to a highlight they can sit on your profile forever.
How can they be good for businesses?
Considering highlights are given prime real estate at the top of your Instagram profile, they present multiple opportunities.
Firstly, users can upload a cover photo for their highlights, which means you can insert brand colours or icons to elevate the appearance of your profile. Take the @yawnmarketing Instagram for example, we have 5 key brand colours, yet our logo only features one; we’ve used our highlight covers to display the other four. Now, when you visit our profile, our brand aesthetic is instantly recognisable.
Secondly, although stories are often spontaneous pieces of content about your lunch or the weather, highlights don’t have to be mere compilations of these. You can create content specifically tailored for your highlights, for example: a ‘Services’ tab, a series of ‘FAQs’, or a collection of ‘Testimonials’.
The benefit of having carefully curated tabs at the top of your profile is visitors don’t have to go looking for important information. Present information front and centre, with clearly labelled highlights, so that prospective clients or customers can find everything they need.
Thirdly, once your page has 10,000+ followers, you unlock the ‘swipe up’ function in stories. This function allows you to link your stories to a URL, for example: a product page on your website, to fast track customer traffic. By using this style of story regularly, or by creating a highlight for specific collections of products or services, you can use your highlights as a catalogue. Just like stories last forever in your highlights, so do the ‘Swipe Up’ links.
Instagram Highlights are a great way to elevate your profile by extending your branding. But, more importantly, highlights present an opportunity to create useful and converting content that can increase traffic to your website and help progress users along their customer journey.
Author: Grace Appleby