Instagram is giving retailers the ability to create a permanent home for their Stories, called Story Highlights. In doing so, it is one-upping Snapchat.

Retailers’ Instagram Stories may soon be a little less fleeting.

The Facebook Inc.-owned social network today gave retailers and other users the ability to create a permanent home called Story Highlights where they can save and showcase their previously ephemeral Stories. Instagram Stories let users and brands post photos and videos. Previously, Instagram Stories had disappeared after 24 hours.

Story Highlights appear in a new section on a brand’s profile below its biography. To create a highlight, a brand can tap the blank circle that’s labeled “new” at the far left of the screen. From there, a brand can choose any stories from its archive, select a cover for its highlight and give it a name. Once that’s done, the highlight will appear as a circle on the brand’s profile that plays as a standalone story when someone taps it. Highlights stay on the profile until the brand removes it. A retailer can have as many highlights as it likes. To edit or remove a highlight, a retailer can tap and hold that highlight on the profile.

Starting today, Instagram will automatically save retailers’ stories to their archive when they expire. To access the stories in its archive, a brand can tap the Archive icon on its profile. From there, the brand can switch between its Posts Archive and its new Stories Archive. In the Stories Archive, a brand’s stories will appear in a grid with the most recent stories at the bottom. The first story from each day will show a date indicator to help retailers navigate the archive as the user scrolls.

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In giving retailers and users the ability to save their old Stories, Instagram is offering a tool that’s different from Snapchat Memories. Snapchat’s tool enables a user to repost old clips to his current Story but the platform doesn’t allow a brand to keep permanent content on its Snapchat profile.