Contact
Share This Article
Social networks have become one of the most important marketing tools in terms of lead generation, conversion and, naturally, increasing sales.
In this way, every social network is especially useful for a certain type of online store and product. Instagram is one of the most notable networks available. In this article we will see why Instagram is the perfect social network for businesses and e-commerce.
Why is Instagram the right social network for e-commerce?
A recent study by Forrester shows that Instagram is the leading social network in terms of engagement, in fact they are at 2.3% as compared to 0.2% for Facebook. In addition, around 93% of purchase decisions are based on visual appearance and 52% of customers will not go to a shop (either online or physically) unless it is aesthetically pleasing.
Instagram is a social network which is completely focused on the visual aspect of things and in taking care of the aesthetics of the images that are posted. Considering this, it is the perfect tool for showing off the items you have for sale and to make your potential customers realise that they need to buy them. It is a showcase for your business and the products you have available.
Here we will show you a series of statistics and the reasons behind them so that you can achieve your full potential by creating an Instagram profile for your e-commerce.
- 68% connect with brands regularly. As we said earlier, Instagram is the best social network for engagement. This is an advantage which you can make the most of by generating quality content, showing items with professional images which are aesthetically pleasing. It is also a good idea to post photos of the product being used. This makes it easier for your audience to put it into context.
- Only 26% of established online strategies include Instagram as a channel for advertising campaigns. These strategies always include AdWords and Facebook Ads, however, an Instagram campaign is a great opportunity for a business to advertise since Ads and other platforms are saturated, meaning that there is lots of competition.
- Facebook users are turned off by brands and click away from them, but Instagram users support them. 68% of Instagram account holders engage with brands, compared to 32% for Facebook. This could be because users are more accepting of advertising content on Instagram (simple aesthetically-minded images) than on Facebook. Or, if we are being more pessimistic about it, it may also be because we are saturated with adverts on Facebook whereas Instagram is still relatively “new” and we don’t feel as annoyed by its adverts.
- According to data from the Pew Research Center, Instagram has seen a 115% growth in search engine reach since 2012, but Facebook has seen a decrease of 63%.
If you are already convinced and you want to create an Instagram profile for your online business, don’t worry, we will explain how to do so!
How to create a business Instagram profile
The first two things to set up are your profile picture and your mini bio.
What kind of profile picture should you use?
The most appropriate choice would be to use your online business’s logo and the one that you use on other social networks.
Make sure that the size is correct (150 x 150 pixels), and that the picture is of high quality and will not look pixelated. A low quality pixelated image would be negative to your brand image and will mean that people will reject your brand.
What to include in your bio?
This section should not just include a description of your business but also it is very important to include a “Call To Action” (CTA).
To take the example of the online store Asos, they have a clear call to action to tell their users that everything that they see on their Instagram profile can also be found on their website.
Be careful!
Instagram does not stand out as a social network which is good for generating website traffic. This is because it is very difficult for posts to go viral (it is not possible to share posts or “re-tweet” as easily as on other networks). But, the main reason for this is that you cannot put links in posts. By this we mean that if you share a photo and put a link in it, it will not be possible to click on that link. The only clickable link is in your bio, next to your username and photo. This is why when brands share a photo they will often include a message such as “For more information click on the link in my bio”.
It is a good idea to use a trackable link such as Bit.ly so that you can know where your website visits come from and therefore how your customers are coming to your website.
One of the best ways to make sales through Instagram is to insert a specific landing page into your bio using a platform such as Linkin.bio which can be used for purchases.
So think about what you want to get out of your customers when they are on your Instagram profile and write your biography in such a way as to call them to action.
What kind of photos should you post?
When a potential customer looks at your Instagram account, you want them to stay on your account, start to follow you and to like your profile picture and your last nine photos.
So one of the key issues for businesses on Instagram is to try to attract your target audience with your publications. Therefore, remember to keep the following in mind.
Post high quality, professional photos
You will have much higher chances of boosting your sales if the photos on your account are of high quality.
So use a good camera or your smartphone and the many applications which are available for editing photos such as VSCOCam, and which automatically make your photos look professional.
As we mentioned earlier your images need to show off your merchandise in a given context. These types of photos make it easier for customers to imagine themselves using your product in the same way as the person in the photo.
Another option which will work very well on your business Instagram profile are videos in which people are using your merchandise. Videos can break the monotony of static images and create a higher level of engagement.
Post direct images of your products
Photos with a neutral background help to focus users attention on the product in question. These type of aesthetics also make the image look more professional. Think about what kind of photo will inspire your audience and encourage them to feel the need to own this item. If you are not entirely sure what to share, experiment with different photos until you find out which ones work best.
How can your business get a wider reach on Instagram?
As well as taking care of the details when posting images, there are other resources which will get your posts to reach a larger audience. This is why Instagram can be very useful for businesses.
Always use hashtags
The correct use of hashtags as a part of your Instagram marketing strategy for any online business will mean that you can reach a wider audience and get more followers.
You should use hashtags which are popular and useful for gaining more followers, but, once you understand how your target audience will interact with this social network, you can also include hashtags which will help you to get closer to them and create a connection with them as the online store Zalando does with #Zalandostyle. Furthermore they are very important to catch the attention of potential clients who are looking for some of the items that you sell at your shop. This is exactly what the online store Pdpaola does in this publication, using the hashtag #cluse for people who are looking for a specific brand of watch and to guide them towards their store.
Show your products in a real life setting.
As we mentioned earlier, it is a very good idea to show your products being used in the correct context. But you can also share your customer’s photos of themselves using your merchandise on their Instagram profile.
In this way you will create a connection with your customers. They will feel a part of your community. You will also attract the attention of other potential clients, and they will identify with you and feel the need to buy the product. This is what the brand Ribags does: A good practice in these cases is to ask your customers if they mind if you use their photo or at least reference it in your post.
Run promotions or competitions on Instagram
Promotions and competitions on social media are one of the best ways to increase sales. This is a great tool for businesses using Instagram. According to Iconosquare, 41% of Instagram users state that they follow brands on social media so that they can enter these competitions. It is an incentive which your followers will really appreciate.
Work with Instagrammers
Collaborating with influencers is one of the best and easiest ways to grow your business on Instagram and to increase your sales. One of the most effective forms of collaboration is giving products as gifts to the influencers who post photos using your products on their profile. If they are well known influencers with large numbers of followers, you will have to negotiate a per post payment with them. Additionally, if these instagrammers announce to their followers that they have a promo code for your store (for example 15% discount on all purchases), then this will be an incentive for them to purchase products from your store. You can also monitor where these sales come from and which collaborations are the most beneficial for you.
Using all of these tips, you can see that Instagram is an indispensable tool for businesses. It is not just for showing off your products but also for generating sales. Before you start, remember that aesthetics are important. If you are not very good at photography then contract a professional to teach you.
