Instagram Never Sleeps: A Look at Its Latest Redesign

They did it again.

At By A Management, we live for the beautiful details, the subtle shifts in digital design that redefine how luxury brands are experienced online. This week, Instagram has officially rolled out one of its most significant updates in years, and yes, we saw it coming. A month ago, we hinted at whispers of a possible redesign. Today, it’s official: Story Highlights have moved.

Gone are the familiar circles that once lined the top of your profile. In their place, a dedicated Highlights tab, elegantly positioned next to your posts. It’s a cleaner, more elevated look that brings harmony to your profile.

But let’s be clear—this isn’t just a cosmetic refresh. It reshapes how audiences explore your content and what ultimately defines their first impression of your brand.

The New Era of Instagram Profiles

Think of your Instagram profile as a boutique storefront. In the past, Highlights were like a casual display at the front—pretty, but often overlooked. With this redesign, Instagram has given them an entire showroom. Your profile now opens with a simplified, elegant view. Posts remain at the forefront, while Highlights sit neatly in their own space, waiting to be explored with intention.

The result? A first impression that feels curated, elevated, and distinctly modern. No clutter. No distractions. Just your content, displayed like art on a gallery wall.

Why This Matters for Luxury Brands

For luxury and wellness brands like those we champion, first impressions are everything. This redesign isn’t just about where Highlights live—it’s about how they function within your brand narrative. In their new home, Highlights are no longer casual archives of old stories. They’ve become strategic touchpoints, commanding the same level of attention as your grid.

This shift changes the game:

• Highlights must now be carefully curated.
  No more random, outdated content. Audiences expect intentional storytelling.
• They should align with your core brand pillars.
  Each Highlight is an opportunity to tell a specific story—be it your brand values, services, or behind-the-scenes experiences.
• Design matters more than ever.
  Clean, cohesive covers and thoughtfully sequenced stories will elevate your brand presence and make exploration effortless for your audience.

At By A Management, we see this as an invitation to transform Highlights into living brand portfolios.

How to Make the Most of Instagram’s New Layout

Consider this redesign a wake-up call to rethink your Instagram strategy. Here’s our approach as a luxury social media agency:

1. Audit Your Existing Highlights

Review every Highlight currently on your profile.
Ask yourself: Does this story still reflect our brand’s essence? If not, it’s time to refresh or remove it.

2. Define Your Content Pillars

Each Highlight should have a clear purpose. For instance:

• The Brand – Your story and mission
• The Services – What you offer
• Behind the Scenes – Authentic glimpses into your world
• Press & Features – Celebrating recognition and partnerships

3. Curate With Intention

Treat Highlights like a luxury lookbook.
The stories you include should feel timeless and deliberate, not fleeting or casual.

4. Design for Impact

Elegant, visually consistent covers and storytelling sequences will enhance your brand’s overall aesthetic, creating a seamless experience for your audience.

Why This Update is More Than a Redesign

Instagram’s decision to separate Highlights from your main profile layout is about more than organisation. It’s a signal of where the platform is headed: deeper, more immersive brand storytelling. Audiences are no longer just “scrolling” your content. They’re exploring it. They want to understand your world, to feel the story behind the image, and to connect with the meaning behind your brand. This update encourages that exploration, making it easier for followers—and potential customers—to engage with your most important narratives.

At By A Management, we believe that every profile should feel like an experience, not just a presence. This update creates the perfect opportunity to transform your Instagram into a digital flagship store—a space where luxury lives, breathes, and inspires.

It’s time to elevate your Highlights into something extraordinary.
Because on Instagram, the smallest design change can completely redefine how your brand is discovered, explored, and remembered.