How to Use Instagram’s New Pin Feature
Instagram Debuts a New Feature: Pin to Profile
This past week Instagram updated yet again to allow users to curate their feeds even further. With the rollout of the “Pin to Profile” feature you can choose any post from your main profile feed and pin (or lock) it to the top of the grid for maximum visibility to new followers.
I’m going to break down how to do this step-by-step AND how to choose which posts to pin.
How to Pin Your Instagram Posts:
(Visual representation of these steps is below.)
- Go to your main profile page
- Choose the photo/reel/video/carousel you want to be pinned at the top
- Tap the 3 dots in the top right corner of the post
- From the menu of options that pops up, choose Pin to Profile
Boom! You’re done! Now when you look at your profile that post has been pulled out of its former grid placement and remains at the top. When you decide to unpin it, the post will fall back down to its original spot.
Choosing Which Posts to Pin
Now that we know how to do this, we need to discuss how you should choose the posts to pin. My recommendations are as follows:
1. Pin a maximum of 3 posts.
Assuming you are creating regular content, you want the newer stuff to still show at least partially to anyone who visits your profile. By only pinning three you will get the top row of your grid fixed and the rest will remain ever-changing as you post new content.
2. Use the 2:1 ratio for values vs. work posts.
Remember, people work with (and buy from) companies they like. The values and culture of a company have never meant more to purchasing decisions than it does now. After all, if two companies offer similar services/products, who are YOU going to buy from? The one who shares your values and/or seems like “my kinda people,” or the other?
When comparing apples to apples, we go with the sellers we LIKE. So in this case, I recommend that two of your posts convey your company values and one ties directly to your work/products.
NOTE: Be sure to read the caption on your posts. If there is a “link in bio” reference, no matter how old, be sure the link discussed is accessible in your bio. Without it, you could use the valuable “trust” element of know-like-trust marketing principle we are trying to create with new followers.
3. Use the service/product spot as part of a campaign.
Ok you’ve chosen two values related posts and now you need the work-related one. If you offer more than one product or service, as I suspect you do, then you’ll need to pick ONE to put in the spotlight. Don’t let this stress you out. You can change it anytime you want to after all.
Start first by thinking about what current campaigns you have going on. Is there a download or a specific service you are pushing now? Put a post related to that in the third spot.
If not, then choose the easiest sale, at whatever price point, that requires the least amount of work from you to get it from inquiry to delivered product. This will help convert a follower to a customer quicker and we all know that it’s easier to retain current customers than get new ones.
Next, you can consider the service or product with the highest profit margin. If you need a big(ish) influx of cash, then putting your highest priced product/service with the biggest margin out there will be beneficial. You may get less leads on it, but it’ll put your best work out there and when the leads do come in, they’ll be more qualified.
Why I love this new feature
The main people who go to your profile page (other than those directed by a post’s caption) are those who discover you and are looking to decide if they should follow. By pinning a few posts to the top of your grid, you are given a chance to drive home your core values and/or showcase your best work right up front.
As much as we know how important it is to have a solid bio, that is a limited number of characters and we are still very visual creatures. A clear bio, Stories highlights and these top 3 pinned posts provide MAXIMUM exposure to what your company is all about in a very small space. New viewers will resonate with you and move from “know” to “like” quickly, or they won’t.
Either way, you’ll be showcasing an accurate representation of your company and those who choose to follow will also be the ones with a higher chance of conversion to customers or brand advocates, both of which are key to any business.
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