What You Should Pin To Your Profile

What you pin to your Instagram or TikTok account is heavily underrated. Let me explain why.

So, let’s first take a step back and reverse-engineer how someone gets to your pinned posts.

I call this the discovery funnel.

And it’s 4 steps:

• Someone discovers you on the “For You Page” or the “Explore” page.
• They scan your profile bio.
• They consume your pinned posts and then scan your other content.
• They decide to leave your account or follow you.

So, by creating a strategy around your pinned posts, you’re optimizing for steps 2-4, which improves your profile visit-to-follow conversion rate.

Because when people click through to your profile they’re are innately telling you that they’re curious and open to getting convinced to follow you.

But first, you need to prove that you’re worth following.

And your pin posts’ job is to make it easy for them to say yes…

So, What Should You Pin?

There’s a streetwear brand called Trikko and their content hit my TikTok feed not long ago.

One of their videos got my attention, reeled me in, and the next thing I knew I was digging through the profile.

But here’s the thing that stood out - a brand that I’ve known about for ~5 min communicated everything I needed to know about the brand to follow them because of their pinned posts.

Three videos did all the heavy lifting, and now I’m in their ecosystem:

Video #1 / Pinned Post #1 = Brand Introduction

In this video, Moad (the founder) introduces:

• Himself
• The brand
• The brand’s personality
• How to get their clothes
• Social proof

Just watch it for yourself. It’s a 30-sec masterclass on using reverse psychology.

But in 30 sec, you have a good understanding of who they are, what they do, and how they do it.

Video #2 / Pinned Post #2 = Target Audience

In this video, Moad (the founder) speaks to the target audience by using the hook “Today somebody asked me what’s the target audience for Trikko?”

This hook opens the door for him to speak to his ideal community:

• The doers
• The hustlers
• The dreamers

So in this video, he identifies who’s right for the brand and the values they share creating a magnet pulling the right people into its ecosystem.

Again, another 37-second masterclass on how to speak to your target audience.

Video #3 / Pinned #3 = Brand Embodiment + Genesis Story

In this video, Moad talks about how he grew three social accounts for Trikko, lost em’ all, built them back up, and continues to give back to his roots, while trying to build a strong community.

This shows how he embodies the brand.

Which is key. Because every community needs a leader.

So, What Should You Do?

Yes, your brand is very different than Trikko.

But peel back these videos to their core and you’ll notice that he’s communicating three things to people who check out his profile:

• The brand and how they operate.
• Who the brand is for and what they stand for.
• How he embodies the brand.

Which is exactly what you should follow.