How brands can use Instagram’s pinned comments feature

Hello Instagram pinned comments, goodbye trolls.

Instagram has released a few features this year to help tackle negative comments and bullying on its platform, including the new pinned comments tool. Not to be confused with Pinterest, users can select and pin up to three comments to the top of their comments thread. shared four strategic ways brands can use the feature for your business, here we share how:

Spotlight testimonials on product posts 

According to a survey, 91 per cent of consumers say positive reviews make them more likely to purchase from a business. While this survey was primarily looking at website reviews, it’s important to incorporate testimonials into your social media strategy too.

Pinning positive comments on product posts allows you to highlight testimonials in real-time. It lets your community hear from advocates who use and love your products.

A potential customer may be more likely to click through to your store if they see a recommendation by someone who has already bought from you — it helps build trust and credibility in your product.

Take accountability 

A study conducted in 2019 found that 74 per cent of consumers think brands should take a stand on important issues. And this year saw a resurgence in social movements on Instagram - particularly Black Lives Matter.

Brands, content creators, and influencers from various industries posted statements supporting the movement and calling for change. After the initial posts, brands were flooded with comments by their audience asking what other actionable steps they were taking. Were they donating to a social cause? How many Black employees did they have in leadership positions?

Responding to a comment and pinning it to the top of a thread, shows you aren’t afraid of being held accountable and are willing to acknowledge past oversights.

Think of Instagram pinned comments as an opportunity to illustrate transparency, humanise your brand, and share relevant information.

Answer FAQ 

Launching a new product? With announcement posts come questions from your audience - and they’re typically the five W’s (who, what, where, when, and why). Responding to an anticipated commonly asked question and pinning it can prevent any misinformation from spreading.

For example, a brand launching a new SPF moisturiser could pin comments asking about its ingredients, where it’s available, or if it has sustainable packaging.

The outcome? A community that is fully informed, less repetitive questions, and valuable insight into the answers your community seeks.

Encourage conversation 

Instagram is a great place for having conversations and growing your community. Pinning thought-provoking comments on your posts can lead to conversations amongst those in your audience -  increasing engagement.

Pinning comments reminds your audience that they’re not only engaging with you - they’re engaging with each other too. It allows them to make connections with others in your community, creating a more fun, open, or educational online space.

For more tips on how to use the feature, check out here.