Gone are the days when a detailed bio and branded highlight icons were enough to make a follower fall into the buyer category; signed, sealed, delivered. Instagram is still being utilized daily by more than 200 million small business accounts, but simply posting to the app isn’t doing the heavy lifting you need to convert customers. The literal seconds you have for someone to decide if they like, know and trust your business enough to buy is where your Pinned Posts are going to be your key player.
Make Your Pinned Posts Work for You
If you’re unfamiliar, Instagram’s “Pinner Posts” feature was introduced to the social media app in June of 2022 to allow users to select up to three posts or reels to display at the very top of their profile, ensuring they are the first thing visitors see. In other words, they are the prime real estate of your profile.
When this feature is used intentionally, you have three opportunities to share the story of your brand – front and center – to drive conversions successfully.
Think of these posts like a website’s homepage! What would you want a dream client to see first? What content would answer their questions or make them feel seen? Pinned posts remove the “will they/won’t they” of seeing your core content, best offers and client testimonials to let you choose the first things they see.
Here are the three types of pinned posts every business owner needs to increase sales and attract ideal customers:
Post #1: Who You Help and How You Do It
Time to let your message shine! This is the post where you break down who you are meant to work with, the problems your business helps solve and the transformation it provides. This post is not the time for fluffy copy! Lean into clear messaging that makes your ideal client feel you are speaking directly about them and include a call-to-action inviting them to learn more or book a consultation. A simple example of this would be a carousel post that walks through who you are, who you help and how you do it differently than your competitor.
Post #2: Breaking Down Your Booking + Offer
This post is where you turn followers from curious to client! Whether a reel or static post, you’ll want to walk them through how they can work with you or buy from you. What are your current offers or a signature offer? What does the investment for services or products look like? What is your signup process like? The last thing you want is a confused buyer, so use this post to explain your offer in the simplest of terms.
Post #3: A Heaping Scoop of Social Proof
You can talk all day about what you do and who you do it for, but without the social proof to back it up, your sales may not convert the way they need to! This pinned post is the opportunity to walk your audience through a client story and showcase the transformative results your work provides. This can be something as simple as before and after photos for your products or service. It can be a client testimonial you turn into a story narrating why they booked you to begin with all the way through what they experienced after the magic you made together.
Your Pinned Posts are the Instagram feature that’s there to help get the best part of your business to the front line of your followers, so don’t forget to take advantage of it! Remember to update these three options as your brand evolves throughout the year, and swap posts out as they fit best.
Hustle & Heart Challenge
This month, head to your Instagram profile and ask yourself if your three posts are telling your audience the right story about your business! If the answer is no, it’s time to lean in and select or create three posts that serve the purpose of guiding someone to buy from you and “pin” them!
