Putting up an Instagram Story is a fantastic way to provide all your Instagram followers with fresh content. But unfortunately, an Instagram Story will only last for 24 hours before it disappears.
This often discourages some Instagram users from wanting to put up an Instagram Story in the first place. What’s the point when an Instagram Story isn’t going to last for a long enough time?
It’s a valid argument! But you should know that you can also take advantage of Instagram Story Highlights. Discover what an Instagram Highlight is and why you need to start using Instagram Highlights below.
What Are Instagram Story Highlights?
After an Instagram Story has been up on your Instagram account for 24 hours, it’ll disappear. Or at least, it’ll disappear unless you choose to turn it into an Instagram Story Highlight.
Instagram Story Highlights are Instagram Stories that have been saved directly to an Instagram user’s account under a certain category. Unlike a regular Instagram Story, Instagram Story Highlights won’t disappear until you take them down. You can keep them on your Instagram profile for as long as you would like.
How Can You Create Instagram Story Highlights?
If you’re interested in creating Instagram Story Highlights, it’s not difficult to do it. You should be able to figure out how to do it within just minutes.
First, you’ll need to come up with a list of categories that will work for your Instagram Story Highlights. These categories can include things like “Events,” “Adventures,” or “Sports.”
From there, all you’ll need to do is locate the Story Highlights section on your Instagram profile and begin adding Instagram Story Highlights to your different categories. You should be able to come up with all kinds of cool Highlight ideas.
Why Do You Need to Use Instagram Story Highlights?
You should use Instagram Story Highlights for one very simple reason: Because if you don’t, you’ll essentially be throwing away great content. Your Instagram Stories will go to waste just 24 hours after you post them.
Rather than letting them go unwatched, you should put them back into rotation through the use of Instagram Story Highlights. It’ll provide people with more content to consume when they’re looking at your social media contributions.
It would be worth exploring Instagram Story Highlights to see how they could help you gain more followers, likes, and comments.
Give Instagram Story Highlights a Try Today
Now that you know a little bit more about Instagram Story Highlights, why not give them a shot? You might be surprised to see effective they can be for your Instagram account.
You’ll be more likely to use Instagram Stories when you know that you’ll be able to showcase Stories on Instagram Story Highlights later. It’ll make you wish that you had started using Instagram Story Highlights so much sooner.
Find more useful tips on making more of a splash on social media by sifting through our blog’s other social media articles.
How A Non-Marketing Content Approach Produced Award-Winning Results
And yet, he is a 2022 B2C Content Marketer of the Year finalist.
Though seemingly incongruous, it’s not. Companies don’t all approach content (or marketing) with the same organizational structure.
Matt leads editorial strategy for TD Bank Group as a senior manager in the corporate and public affairs department. Under his leadership, TD Stories took home top honors for Best Content Marketing Program in Financial Services and earned finalist mentions for Best Content Marketing Launch and Financial Services Publication in the 2022 Content Marketing Awards.
Those results prove that department, title, and reporting structure don’t matter if the content works.
“We tell stories aligned with (the company’s) communication goals. We’re not necessarily looking to sell something. It is about brand building, thought leadership, financial literacy,” Matt explains.
Here’s how a non-marketer finalist for Content Marketer of the Year built an award-winning program.
Launching the newsroom
In 2018, Matt joined TD as a content strategist. He was hired partly because of his background in reporting and creating new content products. Matt had worked as a technology reporter at The Globe and Mail and the National Post. He also created the Financial Post Tech Desk, a home for Canadian and international tech news, and was the founding editor of the Post’s arcade video-game news site.
TD leadership had recognized the shifting media landscape. They saw fewer earned media opportunities and turned to Matt to help scale a TD-owned channel called TD Newsroom.
While TD Newsroom aligned with the external communications goals, it ended up with an internal audience – less than 10% of visitors came to the site from outside the bank.
Turning the content program inside out
TD Newsroom’s importance grew when the pandemic hit in 2020, making some forms of traditional customer outreach impossible. No longer just another tool in the communication toolbox, TD Newsroom became pivotal.
“Creating our own content and being able to distribute it became crucially important to us,” Matt says.
The TD Newsroom team focused on creating branded service journalism (content intended to help customers), and traffic to the site increased substantially. Topics such as banking tasks you can carry out online, budgeting for income impacted by COVID, and planning an emergency fund took center stage.
That was the beginning of the TD Newsroom evolution.
“We were rethinking how we did content and where the customer was in their journey,” Matt says. The team also doubled down on data-driven content and refined its content strategy.
In 2021, TD Stories debuted. “It places the customer at the center of the story. It tells stories that resonate with customers and colleagues,” Matt says.
The site’s tagline – “Enriching lives one story at a time” – reflects this mission.
TD Stories organizes content around five pillars (as shown in the site navigation in the screenshot above):
- Your Money features financial tips and advice.
- Innovation highlights new technologies to create more personalized banking experiences.
- Community features stories about TD’s involvement in the communities where it operates and where its employees live.
- Colleagues tells the stories of employees.
- Insights features thought leadership from the bank’s executives.
Making everything count
“We’re a small but mighty team within corporate affairs. It’s a flat team – everyone brings ideas to the table. It really wouldn’t work if it wasn’t as cohesive as it is,” Matt says.
The digital content team also functions a little like an agency. In corporate affairs, they work with relationship managers for categories such as personal banking, insurance, US banking, etc., as well as product, partnership, and philanthropic managers.
“We work with them to create the stories. We may pitch to them, asking for a subject matter expert to help us tell a story, etc.,” Matt explains. “We could not exist in a vacuum.”
He oversees a digital content team that includes a data-driven strategy role that has been critical in the TD Stories evolution. That added focus has helped the team in its content development.
For example, the bank’s editorial calendar revolves around repeating deadlines and patterns. Deadlines for retirement plan contributions and income tax returns occur during the same period every year. And each spring, more people begin house hunting.
With TD’s digital content team amping up the content measurement strategy, Matt and team can analyze how well those yearly content pieces perform. They also can better understand what people are searching for, so they can refine and improve the next content iterations.
“We can take those moments and make those moments fresh,” Matt explains. “We can ensure the customer gets the best and most accurate information possible.”
The metrics reflect the team’s dedication to excellence. In 2021, traffic to TD Stories grew more than 125% year-over-year. Almost all the traffic (98%) comes from external sources, including 25% from organic Google searches.
Knowing the real goal
“At the end of the day, the content is not the end goal. The goal is to help educate the customer and help them feel more informed and financially confident. When you keep that in mind, the actual structure of a story or every sentence is a means to an end,” Matt says.
That’s part of the secret science of brand journalism. As Matt explains: “Take the objectives of the business and marry them with stories that the customers find engaging and useful.”
And that’s an award-winning formula regardless of department name, title, or organizational structure.
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Cover image by Joseph Kalinowski/Content Marketing Institute
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