Guest Post from the Keyhole team
Instagram has come a long way from having to tell people to check out the “link in bio to shop.” With the Instagram Shopping feature, you can now get your followers to buy your products without leaving the app.
Not only does this make it easier for people to buy things, but it also makes them more likely to convert.
So if you sell products online, the Instagram Shopping feature is a must-use to boost your e-commerce sales. This guide gives you an in-depth look at how you can make the most of it for social commerce.
Let’s get started.
Instagram Shopping is a feature that lets you tag your photos and videos with relevant products from your catalog. When someone taps on the post, the tag will appear with the product info, such as name and pricing.
Tapping on the tag opens up a dedicated product page within the app. If they decide to buy it, the “View on Website” button will take them to the website product page.
Retailers in the U.S can even get the Checkout on Instagram feature. So, instead of directing people to “View on Website,” you can let them “Add to Bag” right within the app.
Instagram Shopping works across the app, so you can use it in your Stories as well.
You’ve seen how Instagram Shopping works and how social commerce could have an impact on your bottom line. Now it’s time to find out how to set it up and make the most of it for your business. Here’s what you need to do:
Instagram Shopping isn’t available for every business that wants to use it. Check out the eligibility criteria for Instagram Shopping below:
Next, you’ll need to connect your Instagram account to your Facebook product catalog. To do this, you have two options:
Next, you’ll have to submit your account for review before you can start using Instagram Shopping. Go to your “Settings” and under “Business,” select “Sign Up for Instagram Shopping.” Follow the steps you see on the screen before submitting your account for review.
Once approved, turn on the “Shopping” option under your “Business” settings to start using Instagram Shopping.
Now it’s time to create your first shoppable post or Story.
Here’s how you can add product tags to your feed posts:
For Instagram Stories, you’ll have the option to add product stickers to make them shoppable. Here’s how to do it:
Once you’ve created your shoppable posts, it’s necessary to measure their impact on social commerce. You can get the performance data for your shoppable posts under the Insights tab. Besides the usual metrics such as reach, impressions, and likes, you can also measure product page views per product tag.
You can further expand on these insights using third-party Instagram analytics tools. The goal is to uncover additional insights not available with the native Instagram analytics such as sentiment and campaign ROI.
Setting up Instagram Shopping is only half the work done. You also have to keep looking for ways to better use the feature to boost your e-commerce sales. Here are a few tips and best practices to help you get more out of Instagram Shopping:
At the end of the day, Instagram is still a visual platform, and stunning images and captivating videos still win. So to get more out of Instagram Shopping, you need to combine the feature with visuals that inspire your audience.
You could experiment with different color combinations, filters, and special effects to see what works best. Notice how Kate Spade New York uses an inviting table setting, complete with food, in the following shoppable post.
Here’s another example from Lowe’s. Paying attention to merchandising and details should be essential to all your posts, and more so with your shoppable posts.
Hashtags are the key to nailing Instagram SEO as they significantly improve your chances of getting discovered. When you use relevant hashtags in your shoppable post, it’ll show up in searches for said hashtags.
Plus, you also improve your chances of showing up on the Explore page. And the Explore page sees visits from more than 250 million Instagram accounts each month. Not only that, it even has a separate “Shop” tab where your shoppable posts will show up for users in the consideration stage.
Use descriptive hashtags that describe key details about your product such as material, design, category, and so on. For instance, #veganleather or #leatherboots would be excellent hashtags for a shoppable post about vegan leather boots.
Instagram Shopping could help you get more out of your Instagram ad campaigns. This is because shoppable posts help move prospects smoothly down the conversion funnel. So make sure you occasionally run Instagram Shopping ads that target relevant non-followers.
Consumers are 2.4X more likely to find user-generated content (UGC) authentic compared to brand-created content. And 79% of people say that UGC has a significant impact on their purchasing decisions. So consider turning UGC into shoppable posts - with full permission from the creators.
Experiment with a few high-quality user-submitted photos that clearly highlight your products. And see how well they manage to drive sales for your e-commerce store.
Win over people’s trust by sharing posts that show your products in action. You could share videos that show what your product can do or what it looks like in real life.
This helps people get a better sense of what they can expect, making them more likely to convert. Tutorials, how-to’s, and demos are some excellent ways to show your products in action.
See how Bissell shares a fun, shoppable video demonstrating what a certain product can do.
Experiment with different types of photos, product placement, color schemes, post timing, and so on for your shoppable posts. Then measure the results to see which types of posts tend to resonate with your audience the most.
Make the most of your Instagram Analytics tool to measure your campaign ROI as a whole. Also, keep track of the performance of individual posts and Stories in real-time. This will give you enough insights to make improvements and boost the impact of your Instagram Shopping campaigns.
The Instagram Shopping feature removes unnecessary steps from the conversion funnel and improves the user experience. It is an invaluable tool to increase sales - and a definite must-have for e-commerce businesses.
At the same time, you need to put in the work to make this feature work in your favor. So make the most of the tips and best practices given above to boost e-commerce sales with Instagram Shopping.
