In more detail
Most platforms (Instagram, X, Facebook, TikTok, LinkedIn, YouTube) let you pin one or a few posts to the top of your profile or to the top of a post's comments. Normally feeds run newest first, so older content sinks fast. Pinning overrides that order for the spot you control, which makes it a strategy choice rather than a feature you set and forget. Brands use it to anchor the thing they most want a new visitor to see: a current promotion, a best-performing post, an intro to who they are, or a link to whatever matters this week. Because a pinned post earns prime placement for as long as you leave it up, picking the right one (and swapping it when it goes stale) is the actual work.
Example
A coffee brand pins a 30 second video explaining its subscription to the top of its Instagram profile. Every new follower who lands on the profile sees that video first, even weeks later, so it keeps converting long after a normal post would have dropped out of sight. When the brand launches a holiday blend, it swaps the pin for the new announcement.
FAQ
