This week I want to cover one of the most important ways to tell your story on social: the pinned “story” post.

We’re going to cover:
1. What it is
2. Why it matters
3. Examples of good posts
4. How to do this
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​What are pinned posts?

For anyone terribly out of the know, platforms like Instagram and TikTok let you pin up to three posts so they always show up at the top of your profile.

Most brands either have no pinned posts or just pin their three highest viewed videos. While that’s fine in theory, it’s far more powerful to pin a video that introduces you, the product, the brand, and the story.

That way when someone completely new visits your page, they immediately get caught up on what you do, why you do it, and the story.

Why do they matter?

Think about the mindset of someone landing on your page for the first time. They’ve maybe seen one of your videos on their FYP, clicked through out of curiosity, and now they’re deciding: Do I care enough to follow? Do I trust this brand?

A pinned intro post answers those questions immediately because it can:

• Builds trust: people want to know who’s behind the product and why it exists.
• Creates clarity: instead of scrolling through random videos, a viewer gets the full story in 60 seconds.
• Strengthens connection: founder-led intros make you human, not just a logo.
• Improves conversion: when someone understands the problem and solution right away, following (or even buying) feels like the natural next step.

Now lets look at some examples I like:

Sour Milk

Couchwoman

Sourmilk.com

♬ original sound - Couchwoman

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In less than a minute, you know exactly who the founder is, how she left private equity, and what the brand stands for. It’s gritty and real. You get to see her in the factory, talking about the grind, storing the yogurt in her own fridge and why gut health matters.

That combination of personal story + brand mission + behind-the-scenes reality builds instant credibility. Instead of needing to scroll through a dozen videos to piece the story together, a first-time visitor leaves knowing exactly what Sourmilk is and why it exists.

Sequel

​https://www.tiktok.com/@trysequel/photo/7461837647606992158?is_from_webapp=1&sender_device=pc&web_id=7410894970216875563

​https://www.instagram.com/p/DFdfhk-SWfk/?img_index=15​

With Sequel, you immediately get their origin story: two female Stanford engineers in a class project, realizing tampons hadn’t changed in nearly 80 years, and building a spiral redesign to solve leaks. With each swipe you get more info on what the problem is, why this is the solution and, most importantly, why you should support these two founders.

It works because it blends problem clarity, founder credibility, and tangible proof. By the end, you’re not just aware of the product, you’re bought into the story.

How to Execute Your Own “Start Here” Pin

In ~60 seconds or a carousel post try to hit these points:

• Introduce yourself/team
• Give the backstory (why you started)
• Explain the problem/reason you're doing this
• Talk about the product, how it’s built, why its better
• Show proof points (quick demo, results, or credentials)
• Share current status and/or what’s next

These are the kind of videos you don't need to over think. Keep them simple and clear with videos/pictures of you, your brand and your product as well as any fun behind the scenes content you have.

Added Benefits

Because it neatly packages your founder story, problem/solution, and product proof, it also doubles as a strong paid ad. Instead of creating separate brand "sizzle reel," you can put paid behind this post and run it to new audiences. It works as an always-on introduction that feels native to the feed, and can live across TikTok, Instagram and even YouTube Shorts.

Other perks:

• Reusability: it becomes an anchor you can link back to in comments, replies, or email campaigns.
• Consistency: new team members, partners, or press can instantly understand your brand.
• Longevity: unlike trend-driven content, it won’t feel dated in two weeks. You only need to refresh it when your story evolves.

Let me know if there are any other examples of this you've come across.

-Ashwinn

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