Social media helps us make a genuine connection with our audience, meet new people, it lets us share such a huge variety of content, and there’s always the possibility to try new things…
But it’s not perfect.
By its nature, it’s a very temporary medium.
The lifespan of a tweet is about 18 minutes. Facebook posts peter out after 2.5 hours. An Instagram Story lasts for 24 hours. Instagram posts fare a bit better at roughly 48 hours. (According to this study.)
So, when you have something important or especially impressive to share, it can feel a bit disappointing sometimes to see it disappear into the ether so quickly.
Well, that doesn’t always have to be the case because you can learn how to make your content live longer on social media:
You can listen to the podcast below:
Watch the video:
Or, you can read on to find out how you can repurpose your highlights on social media and make them last longer than they might otherwise.
Why is it so important to share my highlights on social media?
On the one hand, social media is meant to be fleeting, right?
We’re writing a tweet, not a novel, we’re designing an Instagram graphic, not the Sistine Chapel, and we’re shooting a short video on Stories, not filming the next Spielberg.
But, nonetheless, sometimes we share content and we end up wishing it had more longevity.
That’s why it’s important to know and make use of the ways that platforms give you to preserve your highlights on social media.
Each platform has its own way of letting your showcase your highlights for longer than the fleeting nature of a ‘normal’ post.
But this isn’t just about making your favorite post stick around longer than normal, this is about taking the opportunity to get more control over the experience people have when they interact with you on social media.
You can add more detail, show them more of your brand or business, and have more potential touchpoints with them by making use of these features.
So, let’s take a look at the ways you can share your highlights on some of the most popular platforms: LinkedIn, Instagram, Facebook, and Twitter.
How do I share my highlights on LinkedIn?
LinkedIn offers you a pretty unique way to share your highlights, but it’s a little bit hidden.
LinkedIn has something called a Featured section. This is an extra field you can add to your profile, so anyone looking at your profile will see it.
It's where you can display the content that you want to showcase.
You can add LinkedIn posts, LinkedIn articles, links to different websites, or photos and documents to your Featured section, so you have loads of room for creativity and variety here.
How do you use it?
On your LinkedIn profile, you should have a button that says Add profile section. On that dropdown menu, you can choose to add content to your Featured section.
Or, in your profile, scroll down to the Featured section and click the '+' button to add content to it.
In your Featured section, you can essentially ‘pin’ content to your profile and repurpose it into a main feature of your profile.
It's a great opportunity to share loads of your best content and create some positive feedback loops. It’s also fantastic for sharing social proof.
A few ideas you can try:
- Add your best-performing posts to your Featured section. They’ll serve as great proof of your influence on LinkedIn and also mean you might get more likes and comments on it over time, even after the initial buzz has died down
- If you share articles on LinkedIn (I really recommend you do), then you can also pin one of them to your Featured section. Like with your best-performing posts, choose an article that’s had a great reaction, generated discussion, and represents you well
- If you have a case study, a guide, or a similar resource as an image or PDF, make use of the ‘media’ element of your Featured section
- You could even go as far as linking to a unique landing page on your website for people who visit your profile – like an Easter Egg hidden on your profile!
- If you are a podcaster, then link to your podcast, if you’re a YouTuber, link to your YouTube channel… this is your chance to ‘show’, not just tell
- Create eye-catching client testimonial images and share them there. Better still, testimonial videos as well (you can’t upload video files but you can link to a video)
Another bonus of your Featured section is that it breaks up your profile with a bit of color, excitement, and something different.
If people only view your profile quickly, you need to capture their attention as best you can. Your Featured section, full of your highlights, can really make you stand out.
The possibilities are endless and you can really make an impact here, so get creative and think about the ways you can show off your highlights on the Featured section of your LinkedIn profile.
How do I share my highlights on Instagram?
Now, Instagram is a cut above the rest when it comes to highlights. They actually have a dedicated Highlights feature for Instagram Stories content – so that your best Stories don’t disappear after 24 hours, but instead they go on and live on your Instagram profile for as long as you want!
If you look at a profile on Instagram, you should see below the profile and above the main grid the Highlights folders. Each folder shows as a circular image with a title.
To create Highlights on Instagram, you need to upload the content you want to your Story first.
Once you’ve done that, you can add stories to your Highlights at any time – even after they’ve disappeared from public view. The process is really easy:
- Go to your profile and tap ‘Story Highlights’ below your bio
- Tap the +
- Select the story or stories you want to add to your highlight, then tap 'Next'
- Tap ‘Edit Cover’ and select a cover photo for your highlight
- Give it a name and finish up!
Or just share your content in Stories and in the bottom right-hand side once published, click on Highlight and either create a new Highlights folder or add to an existing one.
There are so many amazing ways to use Instagram Highlights and everyone will find a different way to use them. I think that’s the beauty of them – they’re so adaptable and can be used for so many purposes.
A few ideas:
- If you upload Stories to preview your podcast episodes, create a ‘Podcast Episodes’ highlight. This will give your audience a quick and easy place to search through your content. If you have lots of episodes, consider doing a 'Most Recent Episodes' highlight and update it with the 10 most recent episodes
- Create a fun highlight so people can learn more about you/your brand – like an extended bio or ‘about’ section
- Make an FAQs highlight – now I don’t mean copy and pasting your FAQs from your website. Take time to design these so they’re quick to read or short enough to fit into a 15 second video. It gives people a really quick way to understand your business better, without you having to do any extra work!
- Share testimonials – combine videos and images that show off your happiest clients
- Use cases for your product or service that follow a really strong story structure. Have a hero and a villain, a beginning, middle, and end, with some twists and turns along the way. It’s an artform to tell a story, and it’s a lot of fun trying to do it
- Create Highlights folders of your content speaking at or attending events – I often do this, using a folder per event or one single folder that shares your speaker footage
It’s really up to you, but it comes down to thinking about how you can categorize your content.
Once you’ve done that, you can start adding appropriate content to your Highlights folders.
And don’t treat your Highlights folders as permanent fixtures on your profile – you can use them as a temporary place to promote an upcoming event, product launch, or similar. Once that time passes, you can just remove that highlight.
How do I share highlights on Facebook?
Facebook has Stories just like Instagram, which makes sense as they’re both Facebook products.
That means you can turn your Facebook Stories into highlights just as you can on Instagram – the same rules apply and the same ideas will work, too!
Creating highlights on your Facebook page is a pretty simply process:
- From your News Feed, tap your profile picture in the top left
- Scroll down to Story Highlights and tap 'Add New'
- Select the stories you'd like to highlight and tap 'Next'
- Add a title for your highlights or adjust your audience by tapping the 'Settings' button
- Tap 'Done'
But there are also some other ways you can show off your social media highlights on Facebook:
- You can pin a post to the top of your business page. Some people use pinned posts to highlight a big announcement, a service update, or a popular post. Whatever you choose as your pinned post, it’ll be the first content people see as they scroll down your page. All you have to do is select the post you want to pin, tap or click the three dots in the top right of the post and select ‘Pin to Top of Page’
- You can also use your cover photo and page header to share highlights or important news. For example, I updated my page header to promote my book, and my toolkit.
How do I share my highlights on Twitter?
My advice for sharing your highlights on Twitter is pretty similar to Facebook.
Now, at the time of writing, Twitter is trialing ‘Fleets’ – what is basically a Stories feature on the platform – but the feature hasn’t been released yet, so I have no idea whether they’ll let you use highlights like Instagram and Facebook in the future!
What I do know, though, is that you can pin tweets and use your cover photo and header just as you can on Facebook.
So, again, think about the most important or impactful tweet you want people to see when they visit your profile. Once you know what you want to pin, click the arrow that is on the top right of your tweet and select ‘Pin to your profile’.
By pinning the perfect tweet and updating your header, you can gain a little bit more control over the experience people have when they check you out on Twitter – the fastest-moving platform of them all!
A highlight of highlights
One blog post can’t cover all the ways you can repurpose your highlights on social media, so my parting advice to you is to dive into the tools and features of all your favorite social platforms and see what stands out to you.
Either way, I hope these suggestions have given you something new to try out and sparked some curiosity for you!
Let’s make some of our best content last longer on social media and let’s control the experience people have when they check us out, especially for the first time.It’s just something I felt I had to highlight! (Ba-dum-tshh.)
Not sure where to start when it comes to video and content on social media? That's why I've created this guide:
It’s a detailed guide that runs through everything from equipment to on-camera confidence to help you hit the ground running with your videos. It’s totally free… that’s how much I believe in the power of video – I want everyone to feel confident enough to try it out!
Good luck on your storytelling journey. Remember to tag me in your posts – I just love to see if my suggestions have helped people, so remember to @content10x wherever you’re posting!