April 10, 2018

Why Brands Should Use Instagram Stories Highlights

Stories Highlights and Archives are two valuable tools that Instagram rolled out to the social sphere late last year. In just four months, brands quickly learned how to integrate these exciting features into their digital marketing strategies. By curating, archiving, and highlighting Instagram Stories, brands have found that they’re able to optimize their customer experiences on the platform and create new opportunities for meaningful connections with their audiences. If you need any more convincing, here’s why every brand should take full advantage of Instagram Stories Highlights and Archives.

Put timely content front and center.

Location is key. Because Highlights are featured right below a brand’s bio and above its feed, followers see this content first. This makes it a powerful tool that allows brands to place timely and relevant content front and center. And once a Story loses its timeliness, it can be removed from the Highlights or be edited.

As a recent example, Dig Inn, a locally farm-sourced chain restaurant, highlighted a mock March Madness challenge in the heat of the real tournament, prompting viewers to vote for their favorite dishes.

Hold onto your valuable content for longer than 24 hours.

Before the introduction of Highlights and Archives, Instagram Stories had a 24-hour lifespan. Now, brands can produce and publish Story content without the worry of losing it forever the next day. With Highlights, Stories can remain on a brand’s page for an unlimited amount of time, while Archives allows brands to turn on an auto-save, a feature that stores this content in the page’s backend. Old Stories can even be curated and Highlighted later, making the content available to the public again.

Easily categorize your content for a better user experience.

Brands that are notorious for posting about the same handful of topics can use Highlights to categorize their content. For example, Zazzle, an online marketplace for custom products, has created Wedding, DIY, and Foil Cards Highlights categories for its Instagram Stories. Organizing content this way can make it easier for users to navigate a brand’s page and only view content that’s most relevant to them.

Showcase what goes on behind the scenes.

Highlights are an excellent way to humanize a brand. Whether its highlighting office culture, content creation, or product production, brands can share their unique stories—inviting followers into their world. Our Instagram, for instance, features a Highlight that lets followers get to know our team members. By peeling back the curtain a bit, brands can better connect with their followers on a personal level.

Get creative with your recruitment efforts.

Say goodbye to Indeed and Glassdoor. Now, brands can use Highlights to creatively post regular job openings. By posting openings directly to their Instagram page, brands are targeting their loyal followers and seeking a better candidate pool. For example, FridaBaby, a Miami-based baby brand, features a jobs Highlight with all of its job openings and a description of an ideal teammate. This innovative means of recruitment is more intimate than a job posting on a third-party employment search website.

Want to start creating Highlight-worthy content? Get in touch.

Tags: Best Practices, Content Marketing, Creative, Instagram, Mobile, Strategy, Tools, Trends

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