8 Marketing Ways to use Instagram for e-Commerce

Businesses, it seems, have squeezed the entire commercial potential of Facebook in the last few years. Reports suggest that there has been a 63% decrease in organic marketing reach since 2012 on Facebook. The world’s largest social network, in all probability, has plateaued. The decline of Facebook has led to a mad rush by brands to find the next big social network. And it is not without a sense of irony that this new social network is owned by Facebook!

We are talking about Instagram. And by all accounts, it is just getting warmed up. This visually-led social network has 500 million users, 300 million of which use Instagram daily, at last count, making it the fastest growing social network in the world. Launched in October, 2010, it was bought by Facebook at a whopping $1 billion within a year and a half. The amount Facebook closed this deal at was scoffed by most experts, but Zuckerberg, it seems, had the last laugh.

Although Instagram does not offer any business-specific features, it hasn’t dissuaded 93% of premier brands that are active on Instagram. Many smaller brands, especially, e-commerce, have made Instagram their own. With a 115% increase in organic marketing reach since 2012, Instagram has become a darling of brands.

A brief comparison of the business potential of Facebook and Instagram

Apart from the massive difference in organic marketing reach of the two social networks, more than twice the number of Instagrammers engages with brands as compared to Facebook users. Instagram has 58x more engagement per follower than Facebook. While brands on Facebook reach 6% of their followers per post, brands on Instagram reach 100% of their followers per post. Also while the average order value on Facebook was $55, it was $65 on Instagram. User statistics on Instagram are just as mind-boggling.

So how does an e-commerce brand that relies so heavily on product pictures use Instagram that does not allow use of copy or links to online stores?

1. No external links? No problem. Use hashtags instead!

The biggest challenge with Instagram is that it does not recognize links that takes a user outside of its cozy environs. For an e-commerce store, this could be the biggest problem as there is no way it can guide users to its online store. You can only have links in your profile.

warbyparker
Without links, hashtags are your best friends. Judicious use of hashtags help you organize your posts and make them noticeable to Instagrammers. If you are a fledgling entity on Instagram, use hashtags to get your pictures noticed. Find out the hottest hashtags on Instagram and use them for your brand.

hashtags
Once you garner a good number of followers, you can shift your strategy to focus more on pictures. A hashtag becomes a link to your brand. All your posts featuring a particular hashtag will be displayed at a single place. Thus, you can now showcase your products in one place. You can also invite users to submit pictures using a particular tag and they all will appear in one place.

2. Try influencer marketing

Influencers can turbo-charge your marketing on Instagram. The most popular industries on Instagram have influencers – those who have a ton of followers. Fashion, cosmetics, personal care, food and alcohol are among the industries that have a high number of influencers.

A bit of research into whom your target market follows and you can approach them to help you. The best way is to get them to post a picture wearing (or using) your product and a hashtag, and voila! You have a campaign on your hands. The bigger influencers will very likely expect to be paid while some smaller ones (having a fan base of a few thousand) will be happy with a free product sample. Choose your influencer depending on what you want to offer in return.

Influencers aren’t necessarily celebrities. It is how they post and what they post that has helped them garner such a huge following. Take for example Adam Gallagher. He is a big influencer in the fashion/lifestyle/travel industry and has a whopping 1.8 million followers. He is the founder of the popular blog “I am Galla,” which “aids the men’s demographic with styling tips, trend forecasts and third-party inspiration.”

iamgala3. Use raw, natural photos

Being a purely visual channel, Instagram poses many challenges for businesses looking to engage with their audience. It’s like selling without a copy, as Jim Squires, Instagram’s director of market operations puts it. He advises brands to be creative and use Instagram’s existing features to build an awesome user experience. “Fit in to stand out,” is what he tells marketers.

The brands that have been successful the most are the ones that use beautiful photos that elicit emotions. Use lifestyle photos of your products. Instead of studio pictures, ask users to submit their own pictures using/wearing your products. Take a look at how Tsuru, a local clothing retailer uses customer-generated content for promotion of its products.

tsuru

Instagram is also not following the Facebook route towards allowing explicit ads. It has set very strict rules for brands to follow.

4. Use Instagram Direct for e-commerce marketing

Instagram Direct is a way to send photo and video messages and can be used creatively by e-commerce brands. Brands can now share photos and 15-second videos and share it with their audience.

Using Direct is simple. Take a photo and/or record a video. Add effects, filters and captions if you like. Tap on the “direct” option on the screen. Select names of followers you wish to send this to and tap on “send.”

You can use Direct to announce the launch of a new product. Since Direct only allows you to send a photo or video to 15 followers at a time, you can use this strategy to give a sneak peek to a select bunch of really engaged users.

You can also use Direct to gift coupons to your best followers. You can select the followers that comment on, like and share your posts frequently and send them the photo with the gift code that they can use for their next shopping.

Direct also allows brands to chat with their followers. Holding a Q&A with followers gives you a great opportunity to get feedback and educate them. You can also target specific demographics using Direct that allows you to send your message to a select audience. This is a great way to do brand research.

5. Leveraging the Videos Channel in Explore

The Search and Explore feature in Instagram is an intuitive way that is used to serve relevant content to users depending upon their preferences. This is a non-invasive way and what content will be served depends upon any factors including the people one follows or the posts one likes.

In April this year, Instagram launched video channels in Explore. They’ve realized the popularity of videos among users and through this feature they’ll make it easier for users to discover relevant videos. This offers a fabulous opportunity for brands to create awesome video content and reach a wider audience – people who do not yet follow them.

According to Instagram, Explore gets better by adjusting to your preferences and shows you more content that you’ll enjoy. So you may consider it as free promotion of your content by Instagram! This is a great way to create awesome videos and let Instagram serve it to the right people.

6. Run contests

Contests are popular ways to engage users and drive attention. Everybody loves the chance of winning a prize in a contest. To make a hashtag trending, tie it with a giveaway or contest. Take a look at this simple content run by Bows-N-Ties.

bowsnties

The most important part of the contest is to choose the right hashtag, one that is, preferably, your brand name and which is not already in use. Set the scope for the contest (what kind of picture, whether it has to be your products, which hashtags to be included, etc.). Finally, set the reward. A recurring reward is better than a one-off contest as it keeps the hashtag alive and you get a continuous steam of user-generated content.

7. Use Instagram Stories

On August 2, 2016, Instagram announced the launch of Instagram Stories. Most experts believe that this is to counter the growing popularity of Snapchat and Instagram is pulling all plugs to retain its leader tag. Instagram CEO, Kevin Systrom even admitted that the credit for introducing the “stories” format goes to Snapchat.

This feature lets you share photos and videos without posting them to your profile. Your entire 24 hours will be packed in a slideshow format – your story. The story remains “alive” for 24 hours.

This is another exciting opportunity for brands to be as creative as they can and create brand stories that will increase user interest and engagement. Brands can upload photos and add effects like neon marker, brush tool, pen. They can increase the visual appeal by selecting various colors from the palette. Brands can also use Boomerangs and Hyperlapses and add them to the story to make it more enticing.

8. Check out these cool tools to make marketing on Instagram easier

  • Iconosquare – With this software, a small, dedicated team can easily manage a company’s Instagram account. A platform is created on your desktop which shows you your feed and what followers are posting. A powerful search functionality and statistics help you manage your account like a breeze.
  • Offerpop – They have a unique photo contest builder that you can use to create exciting contests on Instagram.
  • InstaOrders – With this software, you can create a free e-commerce store on your Instagram account. This allows shoppers to directly place orders on Instagram.
  • 10sec – This is a free flea market app that you can use to sell your products on Instagram. From making a listing to shipping an item to depositing money in your account, 10sec does it all.

Takeaway

Instagram has struck the right balance – helping brands to tell their stories and engage customers, without being too invasive. It still is a very personal social network, unlike Facebook. It has managed to create the right mix of social and commerce. The visual impact of this platform makes it creatively challenging for brands to create brand stories and yet gives them the perfect opportunity to engage better with its audience by allowing user-generated content on their profiles.

Even B2B marketers are using Instagram successfully. So it should hardly come as a surprise that e-commerce brands are using this exciting platform to generate a buzz around their products. We hope that the above-mentioned marketing ideas will inspire you to creatively engage with your audience on Instagram.

Image Source: (1, 2, 3, 4, 5)

Advertisements

5 top Instagram tips for small online businesses and start-ups

instagram-1007070_1920

How can Instagram benefit your ecommerce business?  Launched in 2010 and bought by Facebook in 2012, Instagram is a free photo sharing app. Like Pinterest, Instagram is primarily a visual platform. If you consider that images are the most popular type of content for social networks, it follows that you should at the very least investigate the benefits Instagram could bring to your small online business.

Instagram – did you know…

The growing success of visual platforms such as Instagram and Pinterest is rooted in our natural inclination towards all things visual. For example:

  • 65% of us are visual learners
  • 90% of information coming to the brain is visual
  • Content with relevant images gets 94% more views than content without relevant images
  • Visual content is more than 40 times more likely to get shared on social media than other types of content.

5 top tips to get the most out of Instagram for your business

1. Get off to a good start.

Take a look at Instagram for business. It has plenty of resources such as a business blog, inspirational case studies and helpful tips.

Creating an account:

  • Download and install the Instagram app (IOS App store), Android (Google Play Store) or Windows Phone (Windows Phone Store).
  • To sign up you can either use your Facebook account or tap sign up and enter your email address. You’ll need to create a username when you sign up. Bear in mind that this is what everyone will see so, if you can, try to include your businesses name. If it’s already taken you might have to get a bit more creative to incorporate it.
  • Complete your profile by tapping Edit Your Profile.  You only have 150 characters to play with so spend some time crafting your biography – remember anyone can see your Bio. You want it to be interesting and engaging. Don’t forget to include your URL and a profile picture. Your logo is probably the best image to choose.
  • From settings, link your account to your other active business social networks so you can share photos and videos across all your platforms.

Start following, sharing, liking and commenting on other people’s posts. Don’t forget to add your Instagram profile link to your website and email communications.

2. Have a plan in place

Before posting images here, there and everywhere. It is a good idea to have a clear plan of how you intend to approach your presence on Instagram. As a small business owner time and resources are likely to be limited. A clear strategy will ensure your efforts aren’t wasted and you are making the most effective use of your time. Think about what you are hoping to achieve and decide the most effective way of taking that forward. As a starting point:

Set objectives: Having in place some clear SMART (specific, measurable, achievable, realistic, timely) objectives will help ensure you have focus and direction.

What are you competitors doing? Check out what your competitors are doing on Instagram. Who are their followers and who are they following. What are they doing well that you can learn from and what are they doing that’s not so great that you could do better?

Think about Brand: What kind of image do you want to convey to reflect your brand? The photos and images you post should support your brand personality. Instagram for business has some great examples of some creative brands that are well worth checking out for some inspiration.

How often? As part of your planning, think about putting together a schedule. You may have some fantastic ideas, but you need to be practical and think about how much time you realistically have available. Do you have any resources or will posting all be down to you? Like most social media posting regularly is advisable but equally quality will outweigh quantity.

using your camera on smarphone3. Be creative

You don’t need a state of the art, all singing, all dancing camera. Most of us have a pretty decent camera on our phones. With your smartphone you also have the added benefit of having a camera to hand at opportune moments. Saying that, do still take a sensible approach to taking pictures – you still want them to look professional. Checkout this link for some tips on taking better pictures with your smartphone.

Tip: On Instagram photos showing faces get 38% more likes than photos not showing faces

Instagram over 20 filters for you to play with to create the feel you want for your different photos. So let your creativity shine – even if you have rather uninspiring products there is no reason not to get creative. Take pictures of your colleagues, your office, your teams favourite lunch place, awards, celebrations and so on. It’s about projecting a lifestyle that reflects your brand and the personality behind it. It can be a good idea to involve other members of your team and get then snapping and posting.Just make sure you have clear brand guidelines on what is and isn’t appropriate to post.

4. Mix it up

Try to strike a balance between promoting your business and posting interesting and entertaining shots that engage your audience. As we mentioned earlier you can create fun and interesting images of your office, run competitions, post views from your desk, take pictures of colleagues, highlight your production process, charity events you support and attend, team birthdays, favourite products – anything that is relevant, interesting to your audience and supports your brand.

Tip: Scroll through the images Stella & Dot post on Instagram – there is a great mix of product shots (all nicely framed in real-life settings), inspirational text only images, team pictures and videos – all with a feel reflective of the Stella & Dot brand.

instagram stella and dot

 

Add text to images: Try livening up images with some captions or text. There are plenty of image editing tools available such as Canva or PicMonkey that allow you to easily add text to images and photos.

Video: Online video’s popularity continues to soar and now accounts for more than 50% of all mobile traffic. You can post videos of between 3-15 seconds on Instagram. Adding video is an excellent, and engaging way to mix up your Instagram content.

5. Engage to build an audience

Follow, share, like….Just like any other social media network engaging with your audience is key to a successful presence. Focus on building your community through actively following, sharing, liking and commenting on posts. If someone comments on your post then try to reply to their comment. It is a great way of engaging with your audience.

#Hashtags: To make it easier for people to discover your business make good use of hashtags. It will help put your content in the path of people searching for those particular keywords or phrases. Use hashtags that are relevant to the content you are posting. Try not to go overboard. Instagram allows you up to 30 hashtags, however if you look at the most successful brands you’ll notice they are usually using between 3 and 5.

To add a # to your photos and videos, just type in your hashtags in the Caption field. For example #silver #bracelet.

It is the very visual nature of Instagram that makes it such a useful addition to your social media toolkit. If you haven’t yet set up an Instagram account for your business, then at the very least it’s worth taking a moment to check out all its potential benefits.

 

We’d love to hear your thoughts and experiences of Instagram so please do leave a comment.