Did you know that Instagram boasts over 2 billion active users worldwide, with 90% of them following at least one business account? It’s no wonder that the platform has become a thriving hub for eCommerce.
Today, Instagram offers a powerful suite of features specifically designed to help businesses sell directly within the app. From Shoppable Posts that let users buy with a single tap to Live Shopping events where you can connect and convert in real time, the possibilities are endless.
In this guide, we’ll break down how to sell on Instagram and how you can leverage the platform’s immense potential to propel your business forward.
Instagram business account vs. personal account: What’s the difference?
Individuals use personal accounts to share content with friends and family, while brands and organizations utilize business accounts to promote products or services. With a business account, you gain access to a suite of features specifically designed to support your marketing efforts, including Instagram Insights for analytics and the ability to run ads.
Why set up a shop on Instagram? The key benefits
Selling on Instagram has many benefits that can boost your business’s growth and success. Here’s why using Instagram for your online sales is a smart choice:
Builds brand awareness and community
Instagram is a powerhouse for building brand awareness and fostering a loyal community. With billions of active users, the platform provides an extensive reach to connect with potential customers. By consistently sharing engaging content, showcasing your products, and interacting with your audience, you can strengthen brand visibility and cultivate a dedicated community of followers who are passionate about your brand.
Streamlines the purchasing process for your customers
Instagram’s in-app shopping features provide unparalleled convenience for users. With just a few taps, customers can explore your products, learn more about them, and make purchases without ever leaving the app. The seamless checkout options streamline the purchasing process, reducing friction and increasing conversion rates. This frictionless shopping experience encourages impulse purchases and boosts sales.
Provides access to data and analytics
Instagram provides robust data and analytics tools that allow you to track the performance of your posts, stories, and ads. Insights such as engagement metrics, reach, impressions, and demographics offer valuable insights into your audience’s behavior and preferences. By analyzing this data, you can refine your content strategy, optimize your targeting, and tailor your marketing efforts to maximize results.
Maximizes cost-effectiveness
Compared to traditional advertising methods, selling on Instagram is remarkably cost-effective. While traditional advertising channels often require substantial investments, Instagram offers various free and affordable tools to promote your products and reach your target audience. Whether through organic content, paid ads, or influencer partnerships, Instagram enables businesses of all sizes to reach their marketing goals without breaking the bank.
How to set up an Instagram shop
Setting up an Instagram shop is a straightforward process that involves a few key steps. Here’s a guide to help you get started:
- Ensure eligibility
Before you can set up an Instagram shop, make sure your business meets the following eligibility criteria:
- Your business must be located in one of Instagram’s supported markets.
- Your business offers products that meet Instagram’s guidelines for eligibility.
- Your business must adhere to Instagram’s merchant agreement and commerce policies.
- You must possess an active website domain from which you intend to sell your products.
- Convert to a business or creator account
If you haven’t already, convert your Instagram account to a business or creator account. This step is essential for accessing Instagram shopping features. To do this, go to your account settings and select Switch to Professional Account. Follow the prompts to set up your business profile.
- Connect to Facebook
Facebook Commerce Manager powers Instagram shopping. Ensure that your Instagram account is connected to a Facebook page that you manage. This connection allows you to sync your product catalog and manage your shop from Facebook Commerce Manager.
- Set up your product catalog
Create a product catalog that includes the items you want to sell on Instagram. You can do this using Facebook Business Manager or by connecting to an existing eCommerce platform like Web.com’s eCommerce Website Builder, which offers seamless integration and user-friendly tools to showcase your products effectively. Make sure your product catalog complies with Instagram’s commerce policies.
- Get approval for Instagram Shopping
Once your product catalog is set up, you’ll need to submit your account for review to enable Instagram Shopping. To do this, go to your Instagram settings, select Business, then Shopping, and then follow the prompts to submit your account for review. Instagram will review your account to ensure it meets their commerce policies before granting you an approval.
- Enable shopping features
Once your account is approved for Instagram shopping, you can start tagging products in your posts and stories. Simply create a new post or story, tap on the Tag Products option, and select the products you want to tag from your product catalog.
- Optimize your shop
Take advantage of Instagram’s shop features to optimize your storefront. This includes creating engaging content, organizing your products into collections, and using shopping stickers in your Instagram Stories to drive traffic to your shop.
How to create shoppable Instagram posts
Creating posts that convert requires more than just a quick snap. Learn the secrets to crafting shoppable posts that ignite clicks and boost sales.
Use high-quality visuals
Think crystal-clear photos and captivating videos that showcase your product in all its glory. Remember, you’re competing for attention in a sea of content, so high-quality visuals are crucial to capture interest and stop the scroll. Invest in good lighting, experiment with angles, and highlight unique features. Pro tip: use Instagram’s built-in editing tools for quick touch-ups.
Write captions that captivate
Don’t just describe your product – tell a story! Craft engaging captions that highlight features, benefits, and how your product solves a problem. Use emojis to add personality, ask questions to spark conversation, and sprinkle in relevant keywords to boost discoverability. Remember, you have limited space, so be concise and clear.
Tag and engage
Use product tags to seamlessly link your products to the post, allowing users to purchase in just a few taps. And don’t forget Instagram Stories! Showcase behind-the-scenes glimpses, user-generated content, and quick product demos. Instagram reels are popular, so leverage its short-form video format to showcase product features, tutorials, and lifestyle inspiration.
Explore Instagram Live Shopping
Host interactive sessions where you demonstrate products, answer questions, and offer exclusive deals in real-time. It’s an amazing way to build excitement, connect with your audience, and drive sales instantly.
How to grow your audience and make sales
Instagram is a hub of potential customers, just waiting to discover your brand. But how do you navigate this busy platform and turn likes into loyal fans (and, of course, sales)? Here are some helpful tips:
Speak their language
Use relevant hashtags that your target audience uses. Research which ones they use and include them strategically in your captions. Think of hashtags as keywords that help you reach new followers who are actively searching for products like yours.
Run targeted Instagram ads
These ads focus your message on the exact customers you want to reach, which helps increase brand awareness and drive traffic to your shoppable posts. Remember, even a small budget can make a big difference on Instagram.
Engage with your followers
The key to turning followers into fans lies in engagement. Respond to comments quickly, answer questions thoughtfully, and host interactive polls or Q&A sessions. Show your audience you care, and they’ll reward you with loyalty and advocacy.
Partner with influencers or micro-influencers
Influencers play a significant role in promoting shopping on Instagram by showcasing products to their followers. Their trusted voice can introduce you to a whole new audience and build instant credibility. Remember, authenticity is important – choose partners whose values align with your brand and can connect with their audience on a personal level.
Start selling on Instagram
You’ve learned everything you need to get started — from setting up your Instagram shop to crafting captivating posts and engaging with your audience. Remember, building your audience and making sales takes time and consistent effort. But by putting the above tips into action, you’ll be well on your way to turning your Instagram presence into a thriving community of fans and, ultimately, a successful sales channel. So, start exploring, get creative, and watch your brand grow on Instagram!
