Importance of Social Media Marketing
When it comes to Instagram marketing, you hear a lot about gaining followers, increasing engagement, and creating an aesthetic. But what if you want to make sales from Instagram?
Instagram has become a huge sales channel for online stores and e-commerce brands, and with new features like tagging products and shopping stories, you have more ways to convert your followers into customers than ever before!
But it’s more than just using a new feature: you need to have a strategy in order to make sales from Instagram, especially with the upcoming holiday season.
To help you make some serious sales from Instagram, we interviewed the social media managers behind three Insta-famous brands: Ban.do, MeUndies, and Popflex.
How to Make Sales from Instagram Tip #1: Find the Feature that Converts for You
When it comes to shopping on Instagram, there are now three ways that you can drive traffic to your product page and encourage your followers to shop: tagging products in Instagram posts or stories, using the “swipe up” feature in Instagram Stories, or driving traffic through the link in your Instagram bio.
When we asked the social media managers behind three leading Instagram brands what feature converted the best for them, they surprisingly all had different answers!
It turns out that right now, there is no leading Instagram feature when it comes to making sales from Instagram, and since every audience is different, it’s important that you test each feature to find out what works the best for your account.
Here’s an overview of each shopping feature on Instagram, and which brand it converts best for:
1. Tagging Products to Make Sales from Instagram
With the new shopping on Instagram features, you can now tag individual products in both your Instagram feed posts and your Instagram Stories (learn more about the new stories feature here).
If you’re a business selling physical goods, you can link your inventory or e-commerce platform to your Instagram account, which then allows you to tag products in your posts (learn how to get started here).
For Popflex, they found that tagging products and creating shoppable Instagram posts offered the highest conversion for them.
Their audience is able to find out more information about the product, like the price or sizing, and can easily click through to shop.
“I tag products pretty much all the time,” says Laurel Elfenbein, social media coordinator at Popflex. “I also think it’s very important to tag products if you’re promoting a sale because it makes it easier for people to find the products you’re selling.
Right now, we’re basically trying it out for as many posts we can.”
On the other hand, MeUndies has found that they get less engagement on their shoppable posts, and they result in lower conversion for them compared to shopping in stories or the link in bio.
For some audiences, tagging a product in their Instagram post can come across as too sales-y, so they prefer to keep it more organic by driving sales in other ways.
Another challenge of tagging products in your posts: what do you do with the post once you’re sold out? MeUndies offers a lot of limited edition, short-run prints, and still likes to keep these posts in their feed. But if a sold out product is tagged in that photo, then it could be misleading and it’s best to archive these.
2. Swipe Up in Instagram Stories to Make Sales
Before the new shopping sticker for Instagram Stories came out, consumers were already used to shopping through stories. Brands with a business account and over 10,000 followers can add a link to their Instagram Stories, and then encourage their followers to “swipe up” to shop the item or learn more.
The Insta-famous lifestyle brand Ban.do has found a ton of success with swipe up shopping, and they even created their own branded “swipe up” Instagram Stories GIF to use as a call-to-action.
Ban.do finds that swiping up to shop comes most natural to their audience, and it’s their highest converting feature for making sales on Instagram.
It’s not just about the feature, though: if you take a look at Ban.do’s stories, they do a lot of storytelling in their stories before asking you to swipe up to shop.
“One of our products has this pearlescent cover and the colors change when you move it — but unfortunately you can’t really photograph it well,” says Annie Pontarelli, social media and copy assistant at Ban.do.
“So we went on Instagram Stories to promote it, moving it around to show how the light hits it, and the sales went up. People needed that extra push to see what was so great about it,” she explains.
Ban.do uses their stories to make sales from Instagram by showing videos of what their products look like in “real life,” showcase features and function that may be hard to communicate in just a photo, and answer common questions.
If they’re getting a lot of questions about sizing, for example, they’ll show comparisons of different sizes so you can get a better idea of what you’ll be getting if you buy.
But most importantly, Ban.do also shares a lot of fun, lifestyle content in their Instagram Stories, whether it’s a trip to the fair or a singing telegram that was sent to their office, which keeps their followers engaged and gets them coming back to their stories for more than just a sales pitch.