Everything You Need to Know About Pinned Posts on Instagram
Do you ever feel like every time you log on to Instagram, they’ve changed something? That’s exactly how I felt when Instagram first introduced pinned posts. Granted, that was in 2022, so I’ve had some time to not only get used to them, but to realize what a HUGE asset they can be for business owners.
Pinned posts are the 3 posts that stay at the top of your Instagram profile grid even as you publish new content. These posts are a golden opportunity for you to immediately communicate your value. Because if we’re honest, people are judging your profile in like, .3 seconds. At least give them something worth judging you on!
Hi! I’m Ariel, an Instagram strategist and coach for service based businesses and personal brands who want to grow online without sacrificing their soul to the algorithm.
How Pinned Posts Fit Into Your Overall Instagram Strategy
Any time someone sees one of your posts and actually likes it, their next step is to view your profile. Your profile is made up of your name line, bio, links, highlights, and pinned posts. They should all work together to clearly communicate who you are, what you do, and who you do it for.
When your profile does what it’s supposed to, you start growing an engaged audience. And an engaged audience eventually turns into right-fit clients.
Your pinned posts are just one layer of this strategy—but they’re an important one. Your bio introduces you in the quickest possible way. Your highlights give them a deeper look at what you do. And then your pinned posts fill in the picture without making someone scroll through months of content just to answer these three questions:
Who is this person?
What do they do?
Why should I care?
A good Instagram profile answers those questions as quickly and effectively as possible, and your pinned posts do a lot of the heavy lifting there. This blog gives you a breakdown of the three pinned posts you absolutely must have to answer these questions and turn profile visitors into followers.
The 3 Types of Pinned Posts Every Business Owner Should Have
The Introduction Post
Your Instagram bio only gives you 150 characters to introduce yourself. That’s not a lot of space… which is why your first pinned post should be an introduction to who you are, your story, how you got started, and some fun personal notes to help form that connection.
Think of this post as a CliffsNotes version of you: both as a business owner and as a human.
Personally, my intro pinned post is a carousel, but you could make it a reel, too! Either way, make sure you use a clear, up-to-date photo of yourself so people know who they’re learning about. I also recommend including some of your non-negotiables. Let me people know right off the bat what kind of person you are.
For me, this meant being upfront about the causes I support (and don’t support) so I immediately weed out people I don’t want to work with. The point of your profile is to turn away bad-fit clients just as much as it is to attract the right-fit ones!
Check out my current introduction pinned post:
Ways to Work Together
Keep this simple. I literally titled mine “Ways to Work Together.” Give a quick breakdown of your offers, what’s included in them, who they’re for, and what problem they solve. And include the damn prices. (This is another way to weed out low-ball clients. If they can’t afford you, that’s okay! By not inquiring, they’re saving you time and energy.)
This pinned post is arguably your most important. You don’t want potential clients to have to scroll endlessly to find out what you do… because they simply won’t. Make your services obvious and accessible to keep people from turning away.
Here’s mine!
A Rotating Post
Your third post can change depending on your goals. Here are some great options:
A case study
Specific offer you’re actively booking
Newsletter promotion
Client win/testimonial
Case studies, client testimonials, and anything results-oriented helps build credibility and trust. A specific offer post gets eyes on something that might not be top of mind for clients, and is especially good for when you’ve launched a new offer and it’s not well-known yet. Ask yourself what’s important for your business right now, and build a post around it. Then go pin that post.
Currently, I’m building my coaching roster. So my third pinned post is a deep-dive on my content coaching package!
Get an Expert’s Eyes on Your Instagram Profile
Follow the tips outlined in this blog to create clear, concise pinned posts that signal your value to those right-fit clients. But, like I said earlier, pinned posts are only one part of creating a strong Instagram profile. The true test is to pull up your profile and ask those essential questions.
Does your profile communicate who you are and what you do? Does it give your ideal clients a reason to care?
If you’re looking at your profile right now and shaking your head because 1) your profile for sure does not answer these questions or 2) you honest to God cannot tell… I’ve got something for you.
It’s called the Instagram Audit, and it’s a $350, one-time, no-strings-attached service that gets an expert pair of eyes (aka, mine) on your profile to see what’s working and what you need to improve. I review your profile, pinned posts, and last 30 days of content to give you simple, actionable tweaks, along with a new bio and a detailed dive into how you can apply these changes.
The goal here is simplicity.
You can learn more about the audit here, or check out now and get your feedback within five days.
