How Should Brands be Using Pinned Posts on Instagram?

When you open up the app to scroll through your feed, you notice something a little different on the profiles you visit – we now have the ability to pin posts on Instagram! This is one of the latest editions to the whirlwind of features the Meta-owned social platform has been adding in recent months.

But, what does pinning posts to your Instagram profile actually mean? Well, good question.

Instagram users now have the ability to give posts prominence at the very top of their profiles, ensuring they’re the first pieces of content new visitors will see. So, for regular users, this may mean putting your favourite selfies at the top of your page, but for brands, it can be a very powerful tool.

How do I pin a post?

Pinning a post couldn’t be easier!

• Scroll through your feed to find to content you want pin – this can be a photo, video or reel. If it appears in your grid, it can be pinned

• Tap the three dots in the top right-hand corner

• Press ‘pin' to your profile

It’s as simple as that! The post you picked will now appear at the very top of your profile. It’s important to note that you can pin a total of three posts, so make sure you make them count!

What does this mean for brands?

Instagram is one of the best ways to reach a new audience for your brand. You can tell them all about your story, your values, your products, and more. But as we all know, an Instagram post generally has a lifespan of about 48 hours. So, unless someone is specifically looking for it, they won’t see your post.

This is where pinning can come in very handy!

Let’s say you have a post that neatly outlines your brand values, and has previously resonated with your existing audience. This, as you can already tell, is a perfect candidate to be pinned to the top of your profile.

But that’s just one example. Let’s look at four ways your brand can utilise pinned posts…

Highlight Testimonials

Sometimes there’s just nothing better than providing potential customers with real-world recommendations of your product.

It goes without saying that if someone is taking the time to visit your page, they’ve already shown an interest in your brand, so pinning three of your best testimonials can help convert them from interested audience members to paying customers!

Testimonials are an important part of promoting a business, and this guide from HubSpot will give you all the information you need.

Popular Posts

We’d be willing to bet you already know, right off the top of your head, which of your Instagram posts performed the best. If one of your posts got more engagements than the others, that means it resonated with your audience.

An excellent way of using pinned posts is by sticking your top three best-performing pieces of content to the top of your page. If it resonated with your existing audience, there’s a good chance they’ll interest new visitors too.

Even better, when you’ve found your top-performing content, use this data to influence what you post next.

Product Spotlight

In a similar vein to the point above, all brands have that one product (or set of products) that outsells the rest. It should go without saying that you want to have your top-selling product front and centre. And you know what that means?

Pinning posts that contain information about your best products, why customers love them, and even an embedded product will ensure they’re getting as much attention as possible.

Event Promos

Do you have an event coming up? Or maybe you’re launching a podcast and want to get as many eyes (or ears) on it as possible? This is a great way of utilising pinned posts!

Your pinned posts don’t have to stay pinned forever, so when you have something new to promote, change the pins to match your goals.

Just make sure, when changing your pinned posts, to design everything using the correct size images for Instagram.

Like this content? Pin it!

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