Optimizing Instagram sales should be a main focus of every digitally native e-commerce brand looking to grow in 2019. Instagram is already a huge driver of Shopify merchant store traffic, so being able to convert said traffic right on the platform instead of round-tripping can result in a big boost of additional sales.
Gone are the days of only advertising on social media, a true omnichannel approach should account for sales done directly through the Instagram app. Instagrams shoppable posts have fully integrated the social selling channel and created a seamless way to convert online customers. With customers taking an increasingly non-linear path to making a purchase, optimizing your social media to create a productive income stream is proving to be an incredibly important aspect of successful digital marketing.
Below you will find some helpful tips on how to squeeze the most value out of Instagram’s shoppable posts. Make sure you have all these things covered before you commit serious time and resources to social selling.
The first step in building out your Instagram channel is to assess your follower demographic to determine the messaging, photos, and general content you will target them with. Before looking at the data, decide how you are going to measure the success of your social sales campaigns. Success will look different depending on the business model, but it is important to define it prior to your campaign launch. By diving into the Instagram Insights section of the app, you are able to segment your followers by gender, age range, location, and engagement. Make sure to craft your shoppable posts or social ads with content that is aligned with your demographic. You can also check the engagement metrics of your product photos to verify the visual components of a successful post. Keep in mind that in order to access these analytics you must first have an Instagram Business Profile
In order to enable shoppable posts on Instagram, you have to follow the company guideline and meet the requirements listed below:
Once you’re compliant and have built out your Facebook product catalogue, its as easy as connecting your store with your Instagram and applying shoppable tags to the products on your page. Optimizing your company profile relies heavily on your demographic. Always keeps them in mind creating content and make sure to always include a link to your online store in your bio!
Now that you’re ready to start selling directly through Instagram, you want to make sure your posts are eye-catching. Remember the entire goal of social media marketing, especially on mobile platforms, is it to get people to stop scrolling. Certain components of a picture have proven to engage customers more effectively than others. Below, you will find some helpful tips to make sure your posts truly pop!
Choose a dominant color hue: According to a study by Curalate, IG posts with a single dominant color outperform those with multiple by 17%. The lack of distraction in the image creates an eye catching glimpse when quickly scrolling through your feed. Fun fact: Images with Blue as the dominant color perform 24% better than images with Red as the dominant color.
Keep things light: The brightness of a post has a huge effect on how your followers engage with your content. Brighter images generate 24% more likes than dark images, according to a study by Curalate. Even if your branding is on the darker side, try lightening up a post to determine if it can help your conversions.
Influencer vs Product Posts: Influencer marketing is a great way to leverage the massive following of social media stars. There are numerous agencies that will put you in touch with an influencer after scoping out your campaign needs. While influencer marketing has proven to drive conversions on IG, posts that featured a product photo actually outperform. According to L2’s Intelligence Report: Instagram, 65% of the top-performing posts on the platform feature products, while only 29% feature a brand ambassador or influencer.
User generated content (UGC) is the name of the game when it comes to improving sales through Instagram. UGC for brands is defined as any post that features their product, as long as they didn’t post it. has proven to be a real driver of conversions, according to L2’s report. Consumers who see a user-generated photo on their path to purchase have a 4.5% higher rate of conversion, which increases to 9.6% once they interact with the photo. Some digitally native brands fill their entire product page with UGC and enhance them further by making them shoppable or featuring influencers. 68% of social media users consult IG before making a purchase, and 86% of millennials say UGC is a good indicator of brand quality, so it is no surprise that UGC is a great tool for alleviating buyer anxiety. If you’re not already engaging with your follower’s product posts, do so now! It is the number one way to increase your conversion rate.
Selling on Instagram can be intimidating for brands that are new to the space, but it should be an essential part of your marketing campaigns. To succeed, you should always consider your customer demographic and leverage them as content creators. Success will look differently depending on the size of your brand, but remember these things take time!
I would love to hear what you think! Feel free to reach out at Matt@snapship.it!