As many as 130 million users tap to reveal tags from Instagram shoppable posts every month. They see, they tap, they buy; that’s how easy it is to shop on a platform visited daily by over 40% of the entire American population.
But how can they be pushed further down the sales funnel? Discover these nine (e)commerce-friendly Instagram features and increase sales right here and now.
This is where you start. Once you set up your Instagram Shop, you’ll unlock all the amazing product discovery opportunities that Instagram has to offer. You’ll be able to curate a list of shoppable products that users can access through your Instagram profile and which you’ll be able to tag in your content later on.
Once you’re ready with the setup, the “View Shop” button will be available right under your bio.
Chances are that your shoppable products will be featured in the Instagram Shop tab, which is a tab in your main menu hidden behind the bag icon.
This tab works similarly to the Explore tab; Instagram displays brands and products based on your past engagement activity and the profiles you follow. That’s why it’s crucial not to forget about generating engagement organically. If you manage to spark your audience’s curiosity with content, you cut the distance to the checkout.
The distance seems even shorter for users from the United States, where eligible businesses and customers can already use Instagram Checkout. This feature allows users to pay for a product and provide their shipping details without ever leaving Instagram.
Once you’re done adding products to your Instagram Shop, you can start tagging products in your posts.
Most importantly, the tags are clickable, which means that:
- users will be able to go straight to your product listing, discover details, and browse other product pictures,
- send the listing directly to their partners’ inboxes so that they know what they want for their birthday,
- save it and come back to buy the product on payday,
- buy the product straight away if they live in the USA,
- or go to your website and buy the product there.
Bonus tip: if you use Instagram Shopping regularly, you raise your chances of being featured on the Instagram Shop discovery tab.
Link in bio
Instagram shows no mercy when it comes to links. All users are allowed to post just one link, only within their bio, so use it wisely.
You can either choose it to be the link to your online store and drive all Instagram traffic right there or use third-party tools like Linktree or Feedlink and create a clickable version of your Instagram feed with a dedicated link for each post.
Instagram Stories are great for sharing timely and authentic content, but there’s space for driving sales too. You can tag products in your Instagram Stories just as you do in your posts.
But there’s more! If you have more than 10k followers, you’ll be able to add “Swipe up” links to your Stories and direct viewers right to the product page.
Then there’s the “Support small business” sticker, but you need to get a bit more creative with this one. The idea is to recommend other businesses to your audience, so you basically don’t have control over the accounts of other people and what they post on Stories. But if you team up with a couple of befriended businesses, you can recommend each other and drive traffic to your Instagram profiles.
IGTV and Instagram Reels
If you share video content on IGTV and Reels, remember that you can add product tags there as well. Most importantly, if you collaborate with creators, they can add your product tags to their video content. All they need is access to Instagram’s shopping tools and permission from your brand to tag your products (this feature is not available for everyone yet, see “Shopping from Creators”).
Instagram Guides is a new format for sharing curated, scrollable content; it’s great for step-by-step guides, tips, and recommendations. There are three categories of Guides that you can create: Places, Posts, and Products. As we’re talking about sales, I’ll focus only on the last category.
The Products option allows you to pull in Instagram posts related to a single product, provided that it was previously added to Instagram Shop. Everyone who comes across your guide will be able to tap the product tags and unveil details.
While creating guides, try to contextualize your products. For example, you can create a Christmas gift guide if you’re selling watches, toys, jewelry, etc., or Valentine’s Day dinner recipes if you’re selling food products.
Remember that every Instagram user can add your products to their guide; it might be a great idea to partner with influencers and ask them to add your products to their guides.
If you’re going live on Instagram, remember that you can add up to 30 product tags to your live broadcast. As a host, you can pin one product at a time to the screen and talk about the products you’re presenting.
Just as in the case of Guides, Instagram Live gives you an excellent opportunity to contextualize your products. Consider partnering with creators, and let them take over your Instagram profile to record a live broadcast featuring your products.
Shopping from creators
People love getting that spark of inspiration from creators – this is because products seem more relatable when they see them used by people they look up to. That’s why Instagram is rolling out Shopping from creators, a feature that allows influencers to tag your products in their posts.
The feature is currently available for eligible businesses with access to Instagram Checkout and a tight-knit community of influencers, but this will likely roll out further in the coming months.
Ads with product tags
As ads with product tags drive people directly to a product detail page, it’s definitely something that can streamline sales and make the shopping experience truly seamless. That is because consumers can skip a few steps that they’d typically take after seeing an unlinked ad: first of all, remembering the ad, and then googling the brand and browsing their page in search of the product they saw.
Once you tag a product in your Instagram Ad, users will be able to either enter your product page right from the Instagram detail page or buy the product without even leaving the app (that’s possible if you’re a US checkout enabled business).
Remember that users may still have questions even if you tag products in your ad. That’s why you should keep track of all the comments that appear on the ads and try to deliver timely responses; it will increase your chances of driving higher sales.
There’s probably no better place for eCommerce sellers than Instagram. With the abundance of commerce-friendly features, you can capture the hearts of your potential customers in a flash. Make use of the platform’s full potential and grow your sales today.
Kasia Słonawska is a Marketing Executive at NapoleonCat, a content enthusiast, and a greeting-dogs-on-the-street kind of person.