Today, Instagram is one of the most preferred platforms by brands and marketers. Not just for personal and recreational use, but for Instagram commerce, too. That’s because it generates engagement and drives conversions for brands.
These are just some reasons businesses have started exploring selling on the platform–social commerce. Instagram Shopping has made it possible.
The platform’s ‘shop’ tab is the most used feature by 47% of marketers.
In this blog, we take you through all about Instagram commerce, what it is, how it works, its benefits, and the different types of content you create for your Instagram shop.
Instagram shop is a feature on Instagram that allows eCommerce brands to integrate their product catalogs with the platform and sell via it. You can promote your products/services via posts, stories and a ‘Shop’ tab on your profile. Customers can access your shop through posts, stories, or your profile.
Here are some examples of how Instagram shops look:
An example from clothing brand Mango’s Instagram shop setup:
An Instagram shop allows shoppers to shop directly via Instagram. Brands can tag products in their Instagram posts, stories, live stream, etc. Shoppers can click on the product image, read all the details, and shop via links.
As seen in the above examples, Instagram shop works in an easy and convenient way, where shoppers can browse the products via Instagram posts, stories, live stream, etc.
Imagine your customers browsing Instagram like a product on your page. You obviously want to turn it into a sale. So you try to drive them to your website via a link in your bio.
It’s not easy to get customers to leave Instagram. That’s where Instagram shops come into the picture—you take your shop to where your customers are.
Here’s how this helps:
In the past, it wasn’t easy to drive leads or conversions through Instagram because the platform doesn’t allow brands to have clickable links on its posts. Brands can only have one link in their profile.
For example, if you promote a product in a post and want customers to check it on your site, you have to ask them to click on the link in your bio. That’s a long process that takes customers out of Instagram, so they avoid clicking on it.
The Instagram Shop feature helps overcome this limitation.
Instagram Shop has the Shopping Explore tab, which lets people browse tagged shoppable content. This feature helps brands personalize content to target users based on their interests and preferences. This way, you can increase sales when you target users with a high shopping intent.
Instagram users may or may not be browsing the platform to shop. In both cases, it’s possible that they like a product they see in a post or a story and want to know more details about it.
This is where Instagram Shop makes it easy for customers to discover products that are for sale. Users can see products that have a shoppable tag and click on them to make purchases.
Images and videos have a more significant impact on users. The reasons—they connect better with your message and remember your products. These factors impact shoppers’ buying decisions, making them more likely to convert.
Setting up an Instagram Shop makes it easy to attract influencers. Before the Shop feature, brands could only boost brand awareness and customer engagement, but now, it’s easier to drive sales through influencers.
If you want to set up an Instagram Shop, you should have a business that complies with Instagram commerce policies.
When you’re all set with your Instagram shop, it’s time to start creating content for it. Just like other forms of social commerce, there are different content formats you could create for Instagram: posts, stories, ads, streams, and shopping guides. Let’s understand how to create each one of these.
One of the most common types of content is posts. Here, you’d be promoting your products via posts. But before you start selling via Instagram, you’ll have to tag your products. So let’s first learn how to tag your products.
Follow these steps:
500 million users use Instagram stories every day. Most brands share four to five stories a week. Stories have become an integral part of brands’ Instagram shop. Let’s learn how to create Instagram stories.
84% of people want to discover new products on Instagram. And one of the best types of content you can create to get your products discovered is Instagram shopping ads.
Ads help you maximize the reach of your products by boosting shoppable posts.
Here’s an example of a sponsored Instagram ad:
Instagram live shopping enables brands to sell products during Instagram live sessions. Instagram live shopping is a feature with which brands can connect with shoppers live and encourage them to make purchases in real-time.
Here’s how you can create Instagram live streams:
Instagram live is a great way to engage customers by sharing product demos and how-to streams. What is more, you can even run a Q and A.
Today’s customers prefer brands to help them shop, not just by recommending products and helping them discover what’s new in their store, but also by sharing informative content about their products. For example, how to use the products, how to maximize its capabilities, etc.
That’s where content such as guides, how-to-articles, demonstration videos, etc. comes in. And Instagram shop has covered that aspect, too.
You can create a guide on the platform. For example, create gift guides, product highlights, content roundups, etc. You can access all your guides in the ‘guide’ tab on the platform.
Follow these steps:
All types of brands across industries are exploring Instagram shops. And why not, it’s an easy and convenient way to set up one more space to sell your products.
Instagram shopping is an exciting tool for brands to engage shoppers and boost sales. However, to get started with Instagram shopping, you will need to meet their eligibility criteria, which we will cover in the next lesson.
You can follow the above steps to set up your Instagram shop. And to create the different types of content, follow the step-by-step process for each content type!
But before you start selling on Instagram, you must meet a few commerce guidelines by Meta. Stay tuned for our next post to learn more about them.
Already have an Instagram Shop and want to double your sales?