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Best Practices For Using Instagram Shoppable Posts And Stories

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Annabel Monaghan
Best Practices For Using Instagram Shoppable Posts And Stories

Social media has become a crucial sales channel for businesses of all sizes, with Instagram leading the way. With over 1 billion monthly active users, Instagram offers businesses an enormous potential audience. However, it's not just about posting beautiful images and getting likes - Instagram has evolved into a fully-fledged e-commerce platform, with shoppable posts and stories allowing businesses to turn their Instagram presence into a powerful sales channel.


Shopping directly on the Instagram platform

Shoppable posts are Instagram posts that allow users to purchase products directly from the post without leaving the app. These posts feature a small shopping bag icon in the corner, indicating that the post is shoppable. When users tap on the icon, they are taken to a product page where they can learn more about the product and make a purchase.


Setting up shoppable posts requires a few steps, but it's relatively straightforward. Businesses must first connect their Instagram account to their Facebook page and set up a product catalog. Once the catalog is set up, businesses can tag their products in their posts and enable the shoppable feature. It's important to note that only physical products are eligible for shoppable posts, and businesses must comply with Instagram's commerce policies.


The benefits of shoppable posts are clear. They allow businesses to streamline the purchasing process and reduce the number of steps customers must take to make a purchase. This, in turn, can increase conversion rates and drive more sales. Shoppable posts also provide businesses with valuable insights into their audience's purchasing behavior, which can inform their marketing strategies. 


Stories have also been utilized in Instagram’s e-commerce offerings

Like shoppable posts, they allow businesses to tag their products and provide a direct link to purchase. However, shoppable stories take it one step further by allowing users to swipe up on the product sticker to make a purchase.


Setting up shoppable stories is similar to setting up shoppable posts. Businesses must have a Facebook catalog and an Instagram business account to enable the feature. Once set up, businesses can add product stickers to their stories that leads viewers to check out. 


These features provide a more immersive shopping experience for users, as they can see the product in action and learn more about it before making a purchase. Shoppable stories also have a sense of urgency, as they are only available for 24 hours, which can drive impulse purchases. Additionally, shoppable stories allow businesses to showcase their products in a creative and engaging way, helping them stand out from their competition.


Best practices for using shoppable posts and stories

While shoppable posts and stories offer significant benefits to businesses, it's essential to use them effectively to maximize their potential. Using an Instagram marketing agency may help you further boost your sales, but there are a few key tips you can implement. 


Focus on high-quality visuals

Instagram is a visual platform, and your shoppable posts and stories should be no exception. Anyone who is used to the Instagram platform should already understand that aesthetically pleasing images often get the most engagement, which is why it is important to keep up standards of your images that reflect your company’s brand. 


Provide detailed product information

To encourage users to make a purchase, it's important to provide as much detail as possible about your products. Include information such as size, color, material, and any other relevant details.


Use engaging captions and call-to-actions

Your captions and call-to-actions should be clear and engaging, encouraging users to click through and make a purchase, but it shouldn’t be too hard sell as people tend to be put off by desperation. 


Experiment with different formats

Shoppable posts and stories offer a range of formats to choose from, including carousel posts, video posts, and product stickers. Experiment with different formats to see what works best for your business.


Monitor performance

Like any marketing channel, it's essential to monitor the performance of your shoppable posts and stories. Use Instagram's built-in analytics to track your shop’s metrics, or employ a marketing agency to help boost your conversion rates. 

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Annabel Monaghan
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