Instagram is testing a new layout for Stories Highlights, moving them from users’ profiles to a separate tab. This update is part of Instagram’s ongoing effort to refine its interface, emphasizing Reels and posts while organizing archived Stories into a designated section. The test reflects the platform’s aim to simplify user profiles and potentially boost engagement with different types of content.

This feature is currently visible to select users. The standalone tab consolidates all Stories Highlights, making it easier for followers to explore curated content without navigating through individual profile sections. By moving Highlights, Instagram may also encourage a cleaner presentation of user profiles, aligning with its broader focus on short-form video and visual-first strategies.

Understanding Instagram’s Strategic Shift

Instagram’s decision to test a dedicated Stories Highlights tab follows its evolving strategy to balance user preferences with content discoverability. Since the introduction of Reels, the platform has shifted its focus toward dynamic, short-form videos to compete with TikTok. Placing Reels and posts at the forefront of profiles underscores Instagram’s emphasis on these formats as key drivers of engagement.

The separate tab for Stories Highlights also aligns with a trend toward compartmentalizing content for better navigation. This could prove advantageous for users who actively curate Highlights as evergreen content, such as tutorials, travel memories, or brand campaigns.

Historically, Instagram has rolled out such changes incrementally. If adopted widely, this update could mark a significant shift in how personal and business profiles are structured. It is especially relevant for creators and brands who rely on Highlights to showcase their offerings.

Implications for Marketing in the Middle East

For marketers in the Middle East, where Instagram enjoys substantial popularity, this update presents an opportunity to optimize branding strategies. With a dedicated Highlights tab, businesses can strategically organize key content such as product showcases, customer testimonials, and campaign highlights into thematic collections.

Key Considerations:

• Improved Accessibility: A standalone Highlights tab makes it easier for audiences to access important content, which can increase engagement with older but relevant campaigns.
• Brand Storytelling: Businesses can use Highlights to create immersive narratives, such as “Behind the Scenes” or “New Arrivals,” that stay accessible without cluttering profiles.
• Localized Content: For Middle Eastern audiences, who value culturally relevant visuals, Highlights offer a chance to present regionalized campaigns or language-specific messaging.

Integrating this feature into existing strategies could help brands create a more structured and user-friendly experience for followers.

Key Takeaway for Marketing Managers

The separate tab for Stories Highlights emphasizes Instagram’s push for simplicity and better content categorization. For Middle Eastern marketers, this is a call to optimize Highlights as a permanent branding tool. By curating engaging, culturally relevant content tailored to regional tastes, brands can enhance discoverability and strengthen audience connections.

Whether promoting a new product line, showcasing customer stories, or building long-term narratives, this update provides an effective way to keep key content accessible. Marketers should also monitor engagement metrics to assess how the new layout impacts user interaction and adapt strategies accordingly.

Instagram’s move is another step toward enhancing content visibility, offering brands new ways to tell their stories.