Instagram’s New Feature: Pinning Your Own Comments – What It Means for Creators and Brands
Social platforms are constantly rolling out updates that, on the surface, seem small but can dramatically shift the way we communicate online. Instagram’s latest tweak is one of those updates: you can now pin your own comments to the top of your posts.
At first glance, this might feel like a minor change. But for creators, businesses, and marketers, it’s a subtle new way to control the narrative, drive engagement, and highlight your most important messages. Let’s dive in.
What’s New on Instagram?
Previously, Instagram allowed you to pin comments from your followers. This was handy for showcasing positive feedback, boosting visibility for a fan’s remark, or highlighting an insightful question.
Now, Instagram is extending that functionality: you can pin your own comment on your own post. That means if you leave an additional note, a call-to-action, or an update in the comment section, you can lock it to the very top where everyone sees it.
Think of it as giving yourself a second caption—but with even more flexibility.
Why This Matters for Creators and Brands
This new feature might sound like just another button to press, but it actually offers creators and businesses a powerful communication tool.
Here’s why:
Message Control: Ensure that the first comment viewers see reinforces your main message. For example, if your caption is focused on storytelling, your pinned comment can carry the hard CTA like: “Use code SUMMER20 for 20% off.”
Community Engagement: Pinned comments can answer FAQs, clarify context, or steer the conversation in a productive direction. For example, if followers often ask about product sizing, pinning your answer saves you from repeating yourself.
Brand Consistency: Keeping your messaging front and center helps build trust. If every post consistently has a pinned comment with links, hashtags, or event reminders, your followers know where to look.
Practical Use Cases
Content Creators
Guide action without clickable links: Use pinned comments to point people to your bio link or set up auto-DM keywords. Example: “Want the free preset? Comment ‘PRESET’ and I’ll DM you the link.”
Add bonus context or backstory: Share what didn’t fit in the caption like, “Fun fact: this video was shot entirely on my iPhone while traveling through Bali 🌴📱.” It creates relatability and builds connection.
Clarify tone or sensitive content: If you post satire, parody, or edgy humor, pin a comment like: “This is satire—don’t cancel me 😉” or “Just poking fun at myself here, not anyone else.” This helps frame how people interpret your content and reduces backlash.
Brands
Highlight promotions clearly: Pin a comment with your current offer: “🔥 20% OFF this week only—shop via link in bio.”
Share campaign hashtags: Encourage UGC by pinning “Post your look with #GlowUpWithUs for a chance to be featured.”
Provide quick product clarifications: If people often ask “Is it vegan?” or “Does it ship worldwide?”—pin the answer so it’s always visible.
Coaches & Consultants
Pin a “Start Here” roadmap: Example: “Step 1: Watch this video. Step 2: DM me the word ‘PLAN’ and I’ll send you my free business checklist.”
Emphasize key lessons: Pin a 1-sentence recap like: “👉 Remember: Consistency beats intensity every time.” This reinforces your teaching.
Direct to next steps: Funnel people to your offer without sounding pushy: “If you’re ready to dive deeper, check the link in bio for my free masterclass.”
Event Organizers
Pin key event details: Example: “📅 Event is Oct 25, 7PM at the Knauss School of Business. Tickets in bio.”
Livestream or updates: Pin: “We’re going live on IG Stories at 5PM—don’t miss it!” so attendees know where to tune in.
Drive urgency & FOMO: Example: “🚨 Only 20 seats left—secure yours before midnight. Link in bio.”
How to Use Pinned Comments Strategically
Like any tool, the impact comes from how you use it. Here are some tips to get the most out of pinning your own comments:
Write Comments Like Mini-Captions
Don’t just drop a link—frame it with context. Instead of “Buy here,” try:
“🎉 New drop just went live—link in bio to grab yours before it sells out!”Pair It with Strong CTAs
Pinned comments are prime real estate. Use them to direct people to the next step: your website, shop, newsletter, or video. Bonus points if you use a third-party tool like Linktree to trigger an auto-dm.Keep It Fresh
Rotate what you pin. If every post has the exact same message, it can feel stale. Mix it up: promotions one day, community highlights the next.Combine with Follower Comments
You don’t have to choose one or the other. Pin your own comment and still feature a fan comment right below—it’s a win-win.
After posting your comment, simply tap and hold it on your smartphone, then tap the Pin icon (a thumbtack) to select the Pin comment.
Things to Watch Out For
Every new feature comes with potential pitfalls. Here’s what to keep in mind:
Avoid Spammy Tactics
If your pinned comment always screams “BUY NOW,” followers may tune it out. Balance promotion with value.Repetition Fatigue
Rotating comments keeps your profile dynamic. Too much repetition can make you look automated rather than authentic.Tone Matters
Remember: pinned comments are highly visible. If they come across as pushy or defensive, they set the wrong tone for your post.
What This Signals About Instagram’s Direction
This update isn’t random—it’s part of Instagram’s bigger picture strategy.
Empowering Creators
Instagram has been steadily adding features that give creators more control: pinned posts, Notes, enhanced analytics, and now pinned comments. The goal? Keep creators happy and posting.Encouraging Conversation
Comments keep users on the platform longer. By giving creators more ways to guide discussions, Instagram boosts engagement metrics.Catching Up to Other Platforms
YouTube has long allowed creators to pin their own comments, often using them to add links, updates, or extra context. Instagram's adoption of this feature shows a similar push to become a more creator-friendly hub.
Final Thoughts
Pinned comments might not seem groundbreaking, but they’re another lever for owning your narrative on Instagram. Whether you’re running a brand, building a personal audience, or hosting events, this feature allows you to spotlight what matters most—without relying on your caption alone.
Treat pinned comments like a second caption box—a flexible space for CTAs, clarifications, or community-building.
So, the next time you post, try pinning your own comment. Test different approaches:
One post, pin a discount code.
Next post, pin a behind-the-scenes note.
Another post, pin a powerful CTA.
See what sparks the best engagement.
Because in today’s social landscape, the smallest tweaks often create the biggest shifts.
👉 Your Turn: What’s the first thing you’d pin on your own post? Share your ideas in the comments—I’d love to hear how you plan to use this new tool.
