Exciting news recently, Instagram shopping is being launched in eight new countries. After a successful year long trial in the US, the platform has decided to make it easier for people to purchase straight from their Instagram feed. This is great news for e-commerce businesses in the UK, Australia, Canada, Brazil, Germany, France, Italy and Spain, and is part of a phased rollout aiming to eventually be made a global feature.
With over 800 million recorded Instagram users, this is going to be a game-changer for brands trying to bridge the gap between Instagram engagement and purchases.
What exactly is Instagram shopping?
Essentially, what this means is that customers will be directed to e-commerce storefronts without having to leave the Instagram app.
The feature allows businesses to make organic posts shoppable by tagging up to five products within an image or up to twenty in a carousel. You also have the ability to save drafts and preview posts.
When someone taps a Shopping for Instagram post, pop-ups will appear with product information, plus a “Shop Now” call-to-action button which takes users to the relevant product page within the brand’s online store.
When someone taps on your post, they’ll see:
- A product image
- A description of the product
- Product price
- A link to your website product purchase page
Why is this important?
Until now, it has been difficult for brands to turn Instagram engagement into purchases. Instagram doesn’t allow URLs to be included in captions, so businesses have had to tag brands in their posts, link products to their bio, or use third-party services to make posts shoppable.
With Instagram Shopping, your business is provided with an immersive storefront for people to explore your best products with a single tap. This improved user experience is certain to improve conversion rates on a platform that 60% of users say they discover new products on.
The tool will be a huge help for B2C marketing in particular, with 36% of B2C businesses claiming that they consider Instagram to be “very important” or “critical” to their social media marketing, compared to 13% of B2B brands.
How to post an Instagram Shopping ad
The first step is to make sure you have the most up-to-date version of the Instagram app. Also, your Instagram account must be a business profile, you must be an admin on a Page or Business Manager account, and you must have a shop on Facebook or a product catalog within Business Manager.
Once all of this is in place, go to Options in your Instagram business profile, and select Products. From here, you can authenticate your Instagram business account via your Facebook account.
Choose and synchronise your product catalog with Instagram for Instagram Shopping.
Next, upload your product photo and go to upload it as you normally would. On the caption page you should have the option to tag people and products. Select “Tag Products” and type the product name into the search bar. Similar to how you tag friends, you should be able to choose the product you want to tag and add it to the correct spot on the picture. From this, Instagram will automatically add in all of the product information from Facebook, and even include a link to your site!
Now all that’s left to do is to post the ad. Voila!