Instagram Product Checkout

Aug 9

Instagram has over 1 billion users, and is constantly growing year after year. Not only does this application allow its users to share personal content, but many, specifically marketing professionals within the industry, utilize the platform as a business tool. Today, Instagram allows businesses to integrate its product sales into their posts. Specifically, with the implementation of “Checkout at Instagram,” shoppers are now able to make product purchases without ever leaving the Instagram app — a win-win scenario for both Instagram and its business partners. Ultimately, this feature makes the shopping experience more convenient for the user, and Instagram ensures that it is a safe and secure way to do such transactions.

However, it is important to note that Instagram is incredibly saturated. Therefore, businesses who are looking to attract users and successfully influence them to buy requires strategic content planning and implementation. In this blog, we include the most important and effective tactics businesses should integrate into their Instagram to drive conversions.

To further analyze this topic, we referenced the Shopify article “Instagram Shopping Playbook: 4 Tips to Make Your Content Convert” by Elizabeth Hudson, marketing writer for bigcommerce.com. It is only right that we give credit to Hudson, as the content in this summary comes from her original research and ideas.

#1: Use Product Tags Frequently

When your brand posts an image or video, it is imperative that the products depicted in the content are tagged. In general, product tags are essential elements of posts whose main purpose are to drive sales, as around 130 million Instagram users utilize product tags to search for brands and to learn more about them and their products. Product tags can be included in both Instagram feed posts, and Instagram stories and reels. When users tap on these product tags, they will be redirected to a product detail page. Ultimately, “a product detail page shows all relevant information about an item: pricing, descriptions and media,” and research shows that once businesses start using product tags, they see a significant increase in overall engagement.

#2: Keep Your Catalog Up to Date

In order to use product tags, your business must set up a product catalog in Instagram. This catalog essentially links your business’ inventory to Instagram, keeping track of overall engagement and sales. Below are some useful tips when creating your catalog:

Inventory: You can only sell products that are in your inventory, so be sure the catalog is always up to date in order to maximize on your sales and success.

Product Names: Keep product names simple and ensure they match with those on your company website.

Product Descriptions: Include an extensive product description (ex: length, material, price, sizing). This helps ensure that users do not leave the application to research this information, and limits risks of abandoned cart purchases.

Shipping Fees: Instagram offers different shipping options. Therefore, make sure that the shipping fee chosen on Instagram aligns with those on your business’ website.

#3: Make Your Content Actionable

Typically, “consumers engage with shoppable posts and videos throughout the app. Regularly creating engaging and actionable posts about your products across posts, reels and stories can help amplify your reach while building shopping behaviors” (Hudson, 2021). To do this, businesses should include call to actions in their copy, such as “Shop at the Link in our bio,” or “Tap our product tags to learn more.” This will help increase the engagement and guide the user in their shopping experience.

#4: Plan Your Posts Ahead

Today, consumers value brands who post content and offer products that reflect the wants, needs, and preferences of the modern consumer. Therefore, it is important for brands to create a content calendar that lays-out “cultural moments” that are most relevant and valued by a business’ contemporary target audience. By planning out content ahead of time, businesses will be able to capitalize on such experiences and align their products to them (ex: Mental Health Awareness Month, Fall, Pride, etc). Ultimately, this tactic has been proven to make shoppers feel more seen and understood, leading to more sales.

References

https://www.bigcommerce.com/blog/instagram-checkout-tips/#3-make-your-content-actionable

Madison Jackson

Madison is a recent graduate from Texas Christian University, and a new graduate student at the University of Southern California. While taking online classes, she works as as a Digital Marketing and Social Media Associate here at GSATi. Madison is very creative and enjoys branding and content creation. She helps with developing campaigns and websites for our clients and ensuring they have a positive, online brand image. She looks forward to utilizing her skills in her first professional role!