On Instagram, “hl” commonly serves as an abbreviation for “highlight.” It directs attention to a curated collection of previously shared Stories that users choose to showcase prominently on their profiles. These highlights are visually represented by circular icons just below the profile bio and above the photo grid. For example, a user might create a highlight labeled “Travel” to permanently display Stories from past vacations, or a business could use “Deals” to feature limited-time offers.
The practice of creating these permanent Story archives offers several advantages. It allows profile visitors to quickly access key information and content that might otherwise be lost after the standard 24-hour Story lifespan. For businesses, highlights represent an ongoing opportunity to promote products, services, and brand identity. For individual users, they function as a personalized portfolio, reflecting interests, experiences, and personality. Instagram introduced this feature to enhance user engagement and provide a more persistent and organized way to share content.