Why Your Pinned Posts Matter More Than You Think

How pinned posts shape new visitors’ first impression of your business

Let’s be real: most people aren’t sitting around thinking about how their pinned posts look. It’s easy to set it… and forget it. Out of sight, out of mind.

But here’s the thing — pinned posts are like the welcome mat to your online home. They’re one of the first things new visitors see when they land on your social page. And whether you like it or not, those posts are shaping their first impression of you — in just seconds.

Think about how we all browse these days. You find a new business (maybe from a Google search, a friend’s tag, or an ad). You tap their Facebook or Instagram page. Are you scrolling 30 posts deep to figure out who they are? Nope. You glance at their profile pic, maybe their bio… but more than anything, your eyes land on the pinned posts sitting right at the top. That’s your chance — your best shot at telling your story fast.

It’s your one moment to hook them — or lose them.

And it’s not just a visual thing — pinned posts are psychological. They signal “here’s what we think is important for you to know.” And that framing matters — it tells people what kind of business you are, what vibe you give off, whether you’re professional, friendly, local, helpful, or… the opposite.

The pinned post becomes your digital handshake. Are you reaching out confidently? Or awkwardly standing in the corner?

Unfortunately, too many businesses forget about this. I can’t tell you how many times I’ve landed on a page with a pinned post from three years ago… for a special that’s long expired… with no clear call to action. It immediately makes me wonder if the business is even active. If they can’t be bothered to update their most visible post, what else are they neglecting?

But when you land on a page with a pinned post that’s current, warm, human — you instantly feel more trust. You get the sense this business pays attention, that they care about their image and customers.

And that can absolutely be the deciding factor between someone clicking away — or calling you.

Great pinned posts do one thing above all: they set the tone. They shape the story visitors tell themselves about your business.

For example:
A pinned post with a video of the owner welcoming visitors, sharing what they do, and how they can help? That’s personal and relatable.
A pinned testimonial post with photos of happy customers? That’s social proof and builds trust.
A pinned tip or how-to post? That positions you as helpful and expert.
A pinned “Meet the Team” post? That humanizes your brand.
A pinned emergency contact post? That makes it easy for people to take action fast.

All of this happens in that quick first glance — no scrolling required.

And guess what? It’s not just about organic visitors. If you’re running paid ads, many people will click through to your social profile to “check you out.” What will they see? A smart, curated first impression… or digital tumbleweeds?

Bottom line: people judge quickly. Your pinned post can either boost your credibility in those moments — or sink it.

So take a minute. Go peek at your own pinned posts. Are they fresh? Are they relevant? Do they tell your story? If not — time for a quick update! You don’t have to overthink it — just choose content that shows the heart of your business and helps customers know what to do next.

And update it regularly — at least seasonally. Nothing looks worse than a Valentine’s Day promo pinned in July!

A few ideas for pinned posts — by industry:

HVAC: