With over 1.2 billion monthly active users in 2023, Instagram is a powerful platform for businesses to connect with active and prospective customers. Of all the social platforms, only Facebook, YouTube and WhatsApp are more active on a daily basis than Instagram – and if you want to share visual imagery, Instagram is where you need to post.
While its features are rapidly evolving, Instagram’s Stories remain a popular way to share real-time updates with followers. Best of all, Instagram Stories Highlights (which are featured at the bottom of your Instagram Bio) make it possible to archive your best evergreen Stories so they can provide long-time value for your prospects and customers.
While you can theoretically create as many Instagram Stories Highlights as you wish, your Bio will only showcase four – so savvy marketers are selective on how to creatively use this valuable online real estate. Note that each Instagram Stories Highlight can include up to 100 Stories (displayed by default in chronological order from oldest to newest), so you want to strategically plan which Stories to include, and the best way to organize them into the four categories.
Want some inspiration? Here are some proven ways you can use Highlights for your Instagram Stories that will engage customers and help increase sales:
1. Lead Magnets
If one of the main goals of your social media activity is to drive traffic to a lead magnet, then you’ll probably want one of your Highlights to feature your enticing freebie offer that will get people signed up to your email list.
One best practice is to experiment with different lead magnets in your Instagram Feed or Stories. Once you identify which lead magnet offer performs best, you can create a Story Highlight for it to keep converting prospects as an evergreen tool.
2. Tutorials & Resources
Do you want to show potential customers how using your products or services can help them reach their goals? Are there additional complementary resources you want your customers to know about as part of their brand journey with you?
A series of Stories can provide lessons and additional resources that inspire customer trust and loyalty.
3. New Product Launches 
While a launch or new product promotion may not exactly be “evergreen,” if it’s not just a One-Day Sale, you’ll want the promotion to be top of mind for more than 24 hours. Instagram Stories Highlights are an ideal way to showcase multiple Stories about your launch, including the product story and all the benefits.
Best of all, you can include link stickers or tags in the Stories to generate instant sales.
4. Testimonials and User-Generated Content (UGC)
One of the best ways to market your offers is to let others do the selling for you. Featuring customer testimonials as well as their own created content on your product / service provides the social proof that prospects are often seeking before making a decision to buy.
Consider compiling a variety of different Stories: from customer quotes, to unboxing videos, to case studies, to product-in-action shots, just to name a few.
5. Frequently Asked Questions (FAQs)
Are there certain questions that your customer service team answers again and again? If so, you might be able pre-empt concerns and forestall troubleshooting by utilizing one of your Highlights for FAQs.
You might even create a series of Stories with links to more detailed answers that solve common issues.
6. Events 
Some events are perfect for in-the moment Instagram Stories and ought to expire after 24 hours. However, if you sponsor a major annual event or want to pique interest for a scheduled future event, Stories Highlights can be an effective tool.
For example, you might use different Stories to discuss the event schedule and different benefits of attending, as well as use links for ticket sales.
7. Behind-the-Scenes (BTS)
No one wants to interact with a faceless, corporate-sounding brand, especially on social media in 2023. Stories offer a medium to show the people behind your brand and humanize your brand perception. When you collect Stories from a range of your employees into a single Highlight, you show something of your company culture.
From interviews with the founders to snapshots of fun team-building activities, a BTS Highlight lets your audience get to know your brand on a more personal level, which often creates repeat sales and lifelong fans.
BONUS TIP: Create Custom Covers for your Instagram Stories Highlights
When you create your Highlights, you have the option to create a custom cover (and given that Instagram is a visual platform, you don’t want to ignore this opportunity). The easiest way to create a cover is to reuse an image from one of your Stories – however, this can result in a chaotic look that doesn’t represent your brand.
To improve your professional aesthetic, the best option is to create custom graphics for your Highlights covers that reflect your brand identity. You can even use a free design tool to do this.
Does your social media marketing need an upgrade? If 2023 is your year to finally make the most of Instagram for your business, give us a call today at 718-690-7302, or set up a brief appointment using our website inquiry form.
