When someone—an affiliate, a potential client, a fan, etc.— arrives on your social media profile or page, they are confronted with a lot of information. This includes your profile and cover photo, a bio/about section, sidebar links, and so forth.
You need something to make your content (social media posts) stand out. After all, that’s most crucial element. The best thing you can do is pin a specific post on the page. This piece of content will be right at the top and it’ll be one of the first things that a visitor sees.
Why should I pin a post?
When it comes to social profiles, content is constantly on the move; that is, it keeps changing, updating and disappearing (especially on platforms like Twitter). So in a never-ending stream of content, your most important post would get lost if it weren’t for the ability to pin it.
Think of a pinned post as a sort of “preview” of your social media content. While your most recent updates might not make the greatest impression of your brand or business, a pinned post has the potential to do that.
What content should I pin?
Firstly, a pinned post must have one or more of the following attributes:
- It should be interesting/entertaining, and/or provide value to your target audience
- It should be timely and relevant
- Ideally, it should have a decent—if not fantastic—amount of engagement
- It should represent your brand/company well
- It should include a call to action
- Something that compels people to follow your page
So what types of content embody the above? Here are some examples:
- Your best-performing content, such as a link to a blog post (simply having a large number of likes, shares, comments, favorites, retweets, plusses, etc. will make an impression).
- A post that’s essential for your users but may not have received enough views/impressions & engagement—one that they may have missed because you posted it at the wrong time for example. This could be an important product update.
- An announcement: perhaps you’re releasing a new feature for an app, or your business is hiring.
- A celebrity endorsement or just great testimonial from a highly satisfied customer.
- A catchy video that sums up your organization.
- A call to action: sign up to an email list, subscribe to a podcast, download a free tech tool…
- Competitions, freebies, giveaways, surveys etc.
- An inspirational quote, a great relevant photo, a popular or controversial question/statement…
So how do I pin that post?
*Note: You can only pin posts on a Facebook page (not personal profile), and pinned posts on FB only stay up for a week. If you want a post to be pinned for longer than that, you have to manually repin it every 7 days.
- Find the Facebook post that you want to pin
- On the top, right-hand corner of the post, click the little down arrow.
- From the drop-down menu that appears, select “Pin to Top”.
- Refresh the page and you’ll see the pinned post with a little orange ribbon in its top right corner.
- You can unpin the post by clicking that same arrow and selecting “Unpin From Top”; or you can simply pin another post, which will unpin the currently pinned post.
- Find the tweet you want to pin.
- At the bottom of the tweet, next to the Favorite star button, click on the ellipses (3 dots icon).
- Select “Pin to your profile page” and hit then hit the refresh button.
- The tweet should be at the top with a small purple pin icon in the top left-hand corner.
- You can unpin the tweet by going to the ellipses icon and selecting the relevant action; or simply repin another tweet to replace it.
- Go to the “Home” page of your company profile.
- At the bottom of any post, you’ll see “Pin to top” near the “like” & “comment” options.
- Click on it and it’ll move to the top.
- You can move it back to its original place by clicking on “Unpin”.
- Look for the post you’d like to pin and hover your mouse over the top right-hand corner.
- Click the little down arrow and select “Pin post”.
- Refresh the page and you’ll see a post marked “Pinned” with a small green thumbtack icon in the top right-hand corner of the post.
- Unpin it in the same way.
– – –
- Pinning a post does not mean that the piece of content will get reposted to the news feed or Twitter stream. Only people who actually visit your profile page will see it.
- Change your pins regularly, either on a weekly or on a monthly basis, depending on what’s happening with your business.
- If pinned posts don’t seem to be working, try pinning something completely different! Keep testing until you hit the mark.