David Malkin

Supporting work · Owned platform · Instagram

Instagram Highlights + UTM redesign

The brand’s Instagram Highlights were a static surface: present, unmeasured, doing no distribution work.

The design

I proposed and designed the replacement system: five highlights, each with a defined job, on a rolling refresh cadence, with custom UTM tracking on every CTA card. That last part is what turned the surface from decoration into something the team could read.

Out of the same work came a universal CTA card standard, applied across all carousel output from May 2026.

A separate proposal followed. Carousels were running on Instagram only, so I made the case for Facebook and LinkedIn as well, along with the long-form caption and article-card approach that was adopted across four platforms in 2025.

1 2 3 4 5 Five highlights, one defined job each · rolling refresh cadence Measurement layer: custom UTM on every CTA card
Every surface gets a job and a measurement plan. Recreated system diagram; individual highlight names are internal.

What it changed

The system was adopted as the operating standard and ran as designed: an unmeasured brand surface became a tracked distribution layer. No performance delta is claimed because none was isolated for this change.

Attribution Proposed and designed by me; implementation ran through the standard design and publishing workflow.

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