Instagram has always been a place for Australians to discover creators, brands and inspiration. This year in particular, eCommerce has been an essential tool for local businesses to survive and many of them are driving new sales using Instagram, writes Naomi Shepherd, Facebook Group Industry Director.
Connecting customers with brands
To support this, we launched the Shop tab as a new in-app space for people to connect with brands they love, along with the world-first InstaNight Shopping event, launching this Thursday and featuring over 100 Aussie brands and small businesses.
Research from Facebook shows people have been spending more time on social media finding new businesses and making purchases from them. In Australia, 90 per cent of people on Instagram follow a business on the platform, while 83 per cent are discovering new products, and 80 per cent are choosing to purchase products through the app.
That’s why this year, we’ve accelerated our commerce work and introduced a range of tools to help small businesses develop eCommerce capabilities with our tools, and continuously find innovative ways to help drive sales for retailers when they need them most.
5 tips to make the most of eCommerce on Instagram
1. Leverage the new Shop tab and Guides
Last month we launched the brand new Shop tab, a major redesign of the Instagram experience. The Shop tab makes it easier to discover creators you love, shop on Instagram, and support small businesses. You can find personalised recommendations, editors’ picks curated by our @shop channel, shoppable videos, new product collections, and more.
For businesses, this presents more opportunities to be noticed outside of your Instagram following. Businesses can boost their chances to be featured on the Shop tab by consistently tagging products in their content and creating collections of products in their shop on Instagram.
2. Open your digital shopfront
This year Facebook also launched Shops, a new digital shopfront that you can manage across your Instagram and Facebook accounts. Curate and customise your Shop with up to 20 collections, which can each contain 6-30 items. We recommend you use high-quality, full frame imagery in the 4:3 aspect ratio and include images that focus on one product, not cluttered shots.
3. Show your audience what they’re looking at
Using Shopping tags in your organic posts is a simple way to connect your Instagram audience with the products you sell. We recommend you tag all available products that are featured in a post (up to three tags per post) and tag products frequently. Instagram is a highly visual platform, therefore imagery is vital to your product detail pages for your audience to learn more about the item.
4. Be part of a moment
The newly launched Instagram Reels presents a prime opportunity to connect and find new customers, and jump on cultural trends as they happen. The best Reels we’ve found spark an emotion, use humour (like the floating hairdresser @thatssojen), provide inspiration (such as the slick outfit transitions from @spell) or display a mastery of a skill (this expert icing video from @thegrounds attracted over 157k views!).
5. Reach exactly who you want
Get more distribution and enhanced targeting on Instagram with our ad solutions. By combining them with our above tools like Shopping Tags, Instagram Ads can reach new audiences outside your existing account followers, and drive traffic to a Product Details Page where they can learn more and visit your website. Ads with Product tags drive 2x clicks and 2x engagement compared to single image ads.
We know that one in two Aussies have tried a new shopping behaviour and that half think these shopping habits will remain in place post-COVID-19. By tapping into the new commerce tools on Instagram, you can help future-proof and build resilience in your business to weather an unknown future, and take advantage of consumers shifting their attention online.
The InstaNight Shopping event features over 100 local brands with one-night-only offers available exclusively on their Instagram accounts. To access InstaNight, head to participating brands Instagram accounts this Thursday, 3 December from 6.00 pm, or check out the new Shop tab.
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