Hot Take: Instagram Highlights are kind of… useless. At least in their current form. Let me explain

Instagram Highlights still play from oldest Story to newest.

Imagine you’re a prospect clicking on an apartment community’s “Events” highlight. What’s the first thing you see?
Ribbon-cutting ceremonies
Empty amenity spaces under construction
People in hard hats
Signage unveilings

Meanwhile, the actual selling-point events (such as pool parties, pet parades, and yoga brunches) are buried at the end. This assumes that anyone even makes it that far.

Why does Instagram still force us to scroll through digital cobwebs to find relevant content in Highlights?

The latest stories should play first, especially in industries where timeliness matters. In apartment leasing, for example, prospects may want to revisit a Story they saw 26 hours ago with a temporary link or event details. They’re not here for a nostalgia tour.

Is there any industry where it makes sense to show the oldest Highlights first?

The post Instagram Highlights Are Failing Marketers — Here’s Why appeared first on Carl Franke.