Do you ever feel like your Instagram Highlights are an afterthought? You know they’re on your profile, but you’ve never really given them much thought. They might be a random collection of Stories from a vacation or a few posts you saved with no real purpose. If this sounds familiar, you’re missing out on one of the most powerful and underutilized tools for growth on the entire platform.
The truth is, your Highlights are your digital front door. A potential new follower will likely look at two things after reading your bio: your Highlights and your latest posts.
While a Reel might get you a new visitor, your Highlights are what turn that visitor into a follower and, eventually, a paying customer. They are your chance to quickly onboard a new audience member and show them who you are, what you do, and why they should care.
This guide is your blueprint for turning your Highlights from a random collection of posts into a strategic growth engine. We’re going to break down the five essential highlights every brand needs to build trust, establish authority, and create a powerful connection with their audience.
Ready to stop ignoring your Highlights and start using them to build your brand? Let’s dive in.
The Why: Highlights are Your Digital Front Door
Most people think of Instagram Highlights as an optional feature—a place to save a few fun memories or a random post. But that’s a huge mistake. For a brand or business, your Highlights are one of the most powerful and underutilized tools on the entire platform. They are your digital front door.
Think about it from the perspective of a new visitor. They just discovered your profile, and they’re trying to decide if they should follow you. They’ve looked at your bio, and now their eyes are going straight to your Highlights. This is your one chance to quickly onboard them and show them exactly who you are, what you do, and why they should care.
Highlights are your chance to be proactive. Instead of hoping a new visitor scrolls through your entire feed to understand your brand, you can curate a powerful, easy-to-digest roadmap for them. They allow you to:
- Build Trust Instantly: By showcasing testimonials and a clear story, you can build trust and credibility before you’ve even had a conversation with a potential client.
- Answer Questions: A dedicated FAQ highlight can answer your audience’s common questions, saving you time and removing a barrier to a potential sale.
- Show Your Expertise: By giving away free, valuable content in a “Freebies” highlight, you can show your audience that you are a go-to expert in your niche.
Your Highlights are the first thing a new visitor sees. They are your chance to quickly turn a curious scroller into an engaged follower. Don’t treat them as an afterthought. Treat them as a strategic tool for growth.
The 5 Essential Highlights for Every Brand
Now that you understand why Highlights are so important, it’s time to build your strategic blueprint. These five essential highlights are non-negotiable for any brand that’s serious about building a connection with its audience and driving growth. They serve as a clear, curated roadmap for anyone who lands on your profile.
a. The Brand Story (About You)
This is the most important highlight for building a personal connection. Don’t just talk about your business; talk about the human behind the brand. This highlight is your chance to introduce yourself and your business. Share your journey and explain why you started your business. This is where you highlight what makes your business unique. A strong “About Me” highlight is the key to building an authentic connection with your audience from the very beginning.
b. The Offer (Products & Services)
Your audience needs to know what you do and what you sell. This highlight serves as your digital catalog. It should clearly explain your main products or services and briefly describe each one. Most importantly, it should explain how customers can buy or get more information. This highlight removes friction from the sales process and guides a potential customer to your products.
c. The Social Proof (Testimonials)
Trust is the currency of social media, and social proof is the fastest way to build it. This highlight is a powerful tool for showing positive feedback from satisfied customers. You can include both written testimonials and video shorts from your clients. By showcasing this positive feedback, you build trust and credibility with potential clients who are on the fence about working with you.
d. The Time-Saver (FAQs)
How many times have you answered the same question in your DMs? This highlight is your solution. An FAQ highlight answers your common questions about your business, saving time for both you and your potential clients. A pro tip is to use screenshots of real questions from your DMs to make the highlight feel authentic and relatable.
e. The Value Bomb (Freebies)
A freebie is a powerful tool for converting a curious visitor into a loyal fan. You can use this highlight to share your guides and strategies. It’s a great way to give away valuable content for free, like digital products or eBooks, while also showcasing your expertise. You can also use this highlight to share new product samples and grow your email list.
Conclusion: Turning Highlights into a Growth Engine
If you’ve been treating your Highlights as an afterthought, you’re not alone. But now you know the truth: they are one of the most powerful and underutilized tools on the entire platform.
They are your digital front door, your mini-website, and your best chance to quickly turn a curious scroller into an engaged follower and, eventually, a paying customer.
You’ve now got the blueprint for building a strategic highlight setup. You know that by dedicating a highlight to your Brand Story, you build a personal connection. By showcasing your Products & Services, you remove a barrier to a potential sale.
By adding a Testimonial highlight, you build crucial social proof. By creating an FAQ section, you save time and answer common questions. And by having a Freebies highlight, you give away valuable content that can build your email list.
By implementing these five essential highlights, you’re not just organizing your profile; you’re building a powerful, strategic growth engine. This simple change is a non-negotiable step for any brand that is serious about building trust, authority, and a lasting connection with its audience.