Diving into the evolving world of Instagram marketing, we’re thrilled to chat with Milena Traikovich, a powerhouse in demand generation and social media strategy. With her deep expertise in analytics, performance optimization, and lead generation, Milena has guided countless businesses in crafting campaigns that not only engage but convert. Today, we’re unpacking Instagram’s latest update— the ability to pin your own comments— and exploring how this subtle shift can make a big impact for both everyday users and savvy marketers. From shaping conversations to extending brand storytelling, Milena shares her insights on leveraging this feature to stand out in a crowded digital space.
How does Instagram’s new pinned comment feature work, and what makes it different from the previous version?
Instagram’s latest update lets users pin their own comments on their posts, which is a step beyond the earlier feature from 2020 where you could only pin comments made by others. Now, as the post creator, you can highlight your own input—whether it’s a key message, an update, or a response—right at the top of the comment thread. This shift gives you more direct control over the conversation’s tone and focus, unlike before when you were limited to elevating someone else’s perspective. It’s a small tweak, but it hands creators and brands a powerful way to steer dialogue on their terms.
Why do you think Instagram chose to roll out the ability to pin self-comments at this point?
I think Instagram is responding to the growing need for creators and brands to maintain a stronger presence in their own content’s narrative. With feeds moving faster and comment sections often becoming chaotic, it’s easy for the original intent of a post to get buried. By allowing users to pin their own comments, Instagram is empowering them to reclaim that space and ensure their voice isn’t lost. It aligns with their broader push to give users more control over how content is consumed, especially as engagement becomes more critical in a video-heavy, algorithm-driven environment.
How can everyday users benefit from pinning their own comments on posts?
For regular users, this feature is a game-changer in terms of personal expression and interaction. You can pin a comment to clarify the context of your post, share a funny follow-up, or even direct attention to something important you want followers to notice. It’s a way to guide the vibe of the conversation—say, if you post a photo and want to highlight a specific story or detail behind it, pinning your own take keeps that front and center. It makes your post feel more intentional and helps cut through the noise of random replies.
What’s a creative way brands can use pinned comments to enhance their marketing efforts?
Brands can really lean into pinned comments as a dynamic tool to keep their audience engaged. For instance, during a product launch, a company could pin a comment addressing the most common questions—like shipping details or discount codes—that pop up in the thread. This saves followers from digging through dozens of comments for answers and shows the brand is attentive. It’s also a great way to keep a campaign’s momentum by pinning updates or calls-to-action without needing to edit the original post, keeping the message fresh and relevant.
How can pinning a comment help brands manage their community or handle feedback effectively?
Pinned comments are a fantastic way to manage community interactions, especially when feedback starts rolling in. If there’s recurring confusion or a piece of misinformation floating around, a brand can pin a clear, concise response to set the record straight for everyone to see. It’s also useful for acknowledging positive vibes—pinning a thank-you note or highlighting a fan’s comment alongside your reply can build goodwill. It shows you’re actively listening and engaging, which strengthens trust and keeps the community feeling valued.
In what ways do you think this feature can extend or enhance a brand’s storytelling on Instagram?
Pinned comments add a whole new layer to storytelling that captions alone can’t always achieve. Captions are static and often skimmed over, but a pinned comment lets a brand keep the story alive within the conversation. For example, you can use it to share a behind-the-scenes tidbit or evolve the narrative as the post gains traction—like adding context to a campaign based on early reactions. It turns a post into more of an ongoing dialogue, making the brand feel present and responsive rather than just broadcasting a one-time message.
What are some limitations of this feature that marketers should keep in mind when planning campaigns?
While it’s a useful tool, there are definitely some constraints to consider. The biggest one is that links in comments still aren’t clickable, so you can’t directly drive traffic to a website or landing page through a pinned comment. That limits its utility for conversion-focused campaigns. Also, there’s no guarantee users will pay attention to pinned comments—many people scroll past comments altogether. Marketers need to make sure the pinned content is compelling enough to grab eyes, or it risks being just another overlooked detail in the feed.
Do you believe this feature truly gives users and brands more control over their content’s narrative, as Instagram’s leadership suggests?
I do think it offers a meaningful degree of control, especially for brands and creators who are intentional about their messaging. Pinning your own comment lets you frame how the rest of the thread is perceived—your voice sets the tone right at the top. That said, it’s not a complete game-changer. It’s more of a subtle nudge than a total overhaul of how conversations unfold. Its effectiveness really depends on how strategically it’s used and whether audiences engage with it, but it’s definitely a step toward empowering users to shape their space.
What’s your forecast for how features like pinned comments will influence Instagram marketing in the coming years?
I see features like pinned comments becoming a cornerstone of Instagram marketing as the platform continues to prioritize engagement and creator control. They’re part of a bigger trend toward making posts more interactive and adaptable, which is crucial in a space where attention is fleeting. I expect we’ll see brands leaning harder into these tools to maintain relevance in real time—think live updates, instant feedback loops, and hyper-personalized interactions. As algorithms evolve, features that help brands cut through the noise and keep their narrative front and center will only grow in importance.
