As you grow your social media accounts and start increasing the amount of content you’re producing, it’s incredibly important that you have certain information your audience is looking for as easily accessible as possible.
The BIGGEST mistake business owners and content creators make is just pinning their top performing piece of content. While you might be proud of it, this content is likely doing nothing to convert these new audience members into followers or customers and is wasting that prime real estate opportunity.
When someone is seeing your content and business for the first time – whether that’s from reel on their explore page, a friend sharing one of your posts, etc., – they’re going to your profile wanting to know three things:
- Who are you?
- Why should I follow you?
- What can you do for me?
Instagram for most businesses functions as a landing page and storefront.
And there’s prime real estate you’re probably not taking advantage of.
Your profile page has a few key elements that are the most important:
- Your Profile Image
- Your Name
- Your Bio
- Your Highlights
- Your Pinned Content
For an overview on optimizing your instagram page, including your profile image, name, bio, and highlights check out our blog article: “Optimizing Your Instagram Profile as a Business Owner”
Your pinned content allows you to dive deeper with 3 pieces of content that live at the top of your profile.
1. Who are you?
If you’re a solopreneur this is your opportunity to showcase your unique story, your experience and expertise. Remember – this video may be about you, but all your content is about your customer. Emphasize the key points they might connect with, or if there’s certain accomplishments or accolades your customers will find credibility in – don’t skip over these!
If you’re a product based business – digital or physical – this is the place to dive into how your company came to be (what problem or gap you identified and set out to solve). This isn’t an overview of the specific features of the product, we’ll get to that soon.
2. Why should I follow you?
Sure they liked the one piece of content they saw, but can they expect to see more of that same type of content if they follow you? Do you regularly cover that topic, or create in that style?
What’s in it for your audience?
Are they going to learn a new fitness routine? This pinned post might be an overview of your new free 10 week training program. If they came from a reel of the day 20 workout, this pinned post will reinforce that they can expect even more from you and they can watch the 19 other workouts you’ve already posted.
If you’re a product based business, this can blend in with #1 and #3.
Let’s use a suitcase company as an example.
Their first pinned post would be why their suitcase was developed, what gap it’s solving and how it’s different. Their second pinned post could be images or video clips of their suitcases around the world, or on one specific trip they shot. Their third pinned post could be a detailed unboxing showing the materials and experience – the next best thing to your customers being able to touch and feel the product in real life.
Let’s use a candle company as an example.
Their #1 video might be about the story of the founder, why they decided to build a soy candle company with only wood wicks. The second video may be the company’s growth so far, or can be an overview of a new collection. This could also be a series of clips from all the nights they lit their favorite candle. The third video that we’ll get into below will showcase the details of why your candles are the best – the vessel used, the care used in creating each scent, and the hours the wick lasts.
Now, if you’re a company that releases new products regularly, like a new suitcase color scheme or fall candle scents, this would be the pinned video to highlight the new collection.
3. What Can You Do For Me?
Now THIS is the product overview. This is your opportunity to explain exactly how you can serve your audience even better with the product or services that you’ve created.
If you’re a service based business this is a great time to showcase specific services you offer and client results – social proof is always valuable.
If you’re a product based business this is where you can get into the details of the key features and unique selling points.
Having a detailed product overview is vital on social media, that your customers can refer back to so that they can buy with confidence.
I have a bias towards video, but all of the above can be in the format of video or images and graphics.
Whichever you choose, put a little bit extra time and love into these – find the best lighting, clearest audio, best copy – to put your best foot forward.
Looking for a content strategy that connects with your ideal customer and converts? Contact us – we’d love to chat!
