Why Instagram Story Highlights Are Moving to the Profile Grid ✨

TODAY’S EDITION

• Instagram moves Story Highlights to the main profile grid — here’s why it makes sense.

• Instagram introduces a reset option for content recommendations across Explore, Reels, and Feed.

• VSCO is launching a feature to help creators turn their existing VSCO content into portfolio websites.

• Amazon updates its Inspire feed, adding a Pinterest-like shopping experience.

• About 1 in 5 Americans now get their news from creators on social media.

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DEEP DIVE

Why Instagram Moving Story Highlights to the Main Profile Grid Actually Makes Sense

Instagram is testing an updated profile experience that moves Story Highlights to the main profile grid, starting today (November 19th). Highlights will also have their own dedicated tab, similar to Reels. Users can edit their Highlights, choose where they appear, and remove them from the main profile grid if desired.

Why the Test?

Throughout this year, Instagram head Adam Mosseri has expressed interest in consolidating the user profile during his "Ask Me Anything" sessions. In August, a user suggested the ability to customize the order of Story Highlights, to which Mosseri responded:

As in-app notifications for this test started rolling out last week, Mosseri shared this update in response to a question about why Highlights were being moved:

He acknowledged that the change is "contentious" and admitted uncertainty about whether it will work, but emphasized the goal of finding a solution that empowers creators to shape their profiles while simplifying the experience for viewers.

Why This Could Work

While any Instagram change can spark strong reactions, this update could actually improve the user experience. By moving Highlights to the main profile grid alongside Feed Posts and Reels, Instagram is streamlining the profile and creating a central location for all of a creator’s or brand’s content.

This increased visibility could benefit creators and brands, as visitors are more likely to engage with content on the main profile rather than in Highlights. With comments enabled on Stories and the potential for clicks via Link Stickers, this change could lead to more views and engagement.

It also allows for more cohesive storytelling across a creator's profile, with all formats in one place.

With Instagram previously testing vertical profiles, where posts on the profile grid are displayed vertically rather than square, it makes even more sense for Highlights to move. While it's still unknown if Instagram will officially roll out vertical profiles, if it does, Highlights would be a perfect fit due to their vertical orientation.

Instagram’s Quiet Push to Elevate Story Highlights

Carousels and Reels have garnered the most attention in recent conversations about Instagram's content formats this year, but Story Highlights also deserve recognition for how much Instagram has quietly worked on them. Recent tests and experiments include:

• Larger cover images for Highlights

• The ability to link Reels to Highlights

• Displaying recent Highlights between Feed posts

• Integrating recent Highlights into Stories

At the core of these is increasing the visibility of Highlights, signaling that Instagram views them as a vital part of the platform. This is likely because users are sharing more Stories (which can be curated into Highlights) than Feed Posts. By increasing Highlights' visibility, Instagram may encourage users to share more content in this format over time—myself included.

Personally, I used to curate Highlights frequently, especially for brand partnerships, but haven’t updated mine since 2021. Many creators still use Highlights, particularly for curating product recommendations and sharing links, but it generally feels like there has been less usage of Highlights in recent times. However, all these changes could shift that trend.

Looking Ahead

If Instagram successfully rolls out this update, a potential future change could involve making Story Highlights eligible to appear in the Reels tab, similar to how single Photos and Carousels with music are featured. Across platforms like Meta, TikTok, and YouTube, we’ve seen a growing trend toward creating more unified, yet personalized, feeds that feature a variety of content formats. I believe this trend will only continue going forward.

NEWS

Instagram

Instagram is testing a new feature that allows users to reset the content recommendations they see across Explore, Reels, and Feed. Once the reset is complete, Instagram will begin personalizing recommendations again, showing new posts and accounts based on users' interactions. Additionally, users will be able to review and unfollow accounts whose content they no longer wish to see.

Instead of relying on marking posts as "Interested" or "Not Interested" and waiting for gradual changes, users can now perform a full reset to receive a fresh set of recommendations. This can help combat "echo chambers," align the content they see with their evolving interests, and expose them to new creators. It’s similar to TikTok's Refresh the For You Recommendations feature and contributes to the growing trend of platforms giving users—especially teens—more control over their content experience.

Instagram is removing the ability to follow hashtags. Starting on December 13th, users will no longer be able to follow new hashtags, and content from hashtags they currently follow will no longer appear in their feed.

Once a core part of Instagram, hashtags have become less relevant over time. While some are disappointed—especially those who relied on hashtags to stay connected with specific communities or track UGC for brands—this change could push Instagram to improve its content and search discovery features, reducing reliance on manual methods like following hashtags.

Threads

Threads expanded the rollout of Custom Feeds, allowing users to create custom feeds of topics and people they want to follow. To create these feeds, users can search for a topic, view the relevant posts, tap the three-dot icon next to it, and select the "Create New Feed" option. They can also add users to feeds by visiting their profile, tapping the three dots next to it, and adding them to a feed.

This update comes in response to growing demand for users to see more content tailored to their interests. It also coincides with the rise of X alternatives like Bluesky and Mastodon, which are gaining traction. This added competition should encourage Threads to meet more product requests, while offering users more platform options based on their preferences.

LinkedIn

LinkedIn added a ‘Breaking News’ label to stories in LinkedIn News, the section of the app that highlights top stories. For example, a recent story about the Nasdaq featured a prominent ‘Breaking News’ label and a timestamp above it.

This label helps LinkedIn draw attention to breaking news, encouraging users to engage with stories and share their own commentary immediately due to their timeliness. As platforms like Meta step back from news, LinkedIn has been doubling down on news and publisher content. The platform is also testing a News Banner at the top of mobile feeds, allowing users to click through to relevant stories, articles, and posts from publishers and journalists.

VSCO

VSCO is launching VSCO Sites, a new feature for Pro Members. It enables creators to build a portfolio website using existing content from their VSCO profile, such as Galleries and Blogs. By default, VSCO will use the most recent content, but creators can customize each component before publishing their site.

VSCO Sites provides a simple, low-maintenance, and cost-effective way to showcase work through a portfolio website. While it doesn’t offer the full customization of a traditional website builder, it appeals to creators looking for an easy, affordable solution while leveraging VSCO’s growing list of features.

Amazon

Amazon rolled out a new update for shoppable Inspire feed. When users tap the Inspire tab, instead of being directed to its original TikTok-like feature, they are now taken to a Pinterest-like feed. Users can scroll through the feed and view a mix of photos, videos, and live streams with featured products overlaid, from a variety of creators. When they tap the content, they will be directed to the full-screen immersive feed.

With this update, Amazon provides users with a snapshot of different types of content and products at a glance through an "Explore" experience. This allows them to explore a wider range of creators, content, and products quickly—a benefit for creators as well, because more discovery means more chances for affiliate commissions. If something catches their eye, they can dive deeper into it through the immersive, TikTok-like experience.

WHAT I’M READING

Does a Little Bit of Gig Go a Long Way? (Bank of America)

More content creators are "dropping out" of the creator economy, according to Bank of America's internal deposit account data. After peaking in September 2021, when 0.25% of BoA customers earned income as creators, that figure has steadily declined over the past three years to 0.20%. On the flip side, average monthly income for creators (excluding paid partnerships) has increased during the same period—but it’s still only 20% of what a typical full-time U.S. employee earns.

TikTok Is Quietly Testing Product Links in Posts as It Looks to Boost Its Reputation for Shopping (Modern Retail)

As I shared last week, TikTok is testing a feature that lets creators add product links from affiliate networks like Amazon, Walmart, Target, and LTK. TikTok has since confirmed the feature is in testing, though it’s not yet an official program. For more on this feature, check out Allison Smith’s piece, where I also had the opportunity to share my thoughts.

America’s News Influencers (Pew Research Center)

A Pew Research Center study finds that about 1 in 5 Americans regularly get their news from influencers on social media. Notably, most of these news influencers are men and tend to lean right politically. If you’re not too drained from the post-election analysis yet, this study is worth checking out to understand the growing role of news creators and who they are.

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