How to Drive Sales & Engagement with Instagram
With well over half of it’s 800 million global users active on a daily basis, Instagram has become the go-to platform for brands and companies looking to promote their products widely and quickly.
But reach isn’t the only reason companies make their Instagram page a priority. Shoppers who engage on social media spend 19 percent more than the average consumer.
If you want to cash in on the Instagram wave, here are a few suggestions.
1. Use the “Buy Now” function
With this addition to your Instagram business account, customer purchases becomes virtually instantaneous. Nearly one quarter of shoppers aged 25 to 34 have completed a purchase on Instagram.
In June 2018, the platform launched shopping in Instagram Stories. Users simply click on a shopping bag icon to learn more about the product and link directly to the brand’s website.
This has clearly made purchasing easier and faster. Natori Company, a women’s ready-to-wear fashion brand, saw an astounding 1,416 percent increase in traffic from Instagram and a 100 percent increase in revenue from Instagram attributable to “Buy Now.”
2. Invest in your posts
You don’t have to boost every single post. But, investing in quality content with professionally shot pictures of your products can make a huge difference. Instagram models now create images that put some magazine spreads to shame.
Lifestyle posts do better on Instagram than hard-selling product promos. Nike posts performed eight times better than rival Adidas by featuring more lifestyle content. Rather than posting endless photos of their apparel, Nike focused on creating relevant, inspiring moments that resonated with their audience.
Incorporating your company values into your feed also boosts engagement. You may want to articulate your core beliefs and what you’ve given back to society if research shows they align with your followers’ value and tastes. Then support that with consistent, intriguing visual content that brings your followers in and keeps them engaged.
3. Feature promotions and discounts
Many shoppers have confessed to following brands to stay updated on promotions. So, give them what they’ve come for. Research suggests that accounts can grow 70 percent faster over three months if they run giveaway posts . Used strategically, giveaways can help your brand grow and increase engagement on Instagram. Some types of giveaway contests include Like-to-Win, Tag-a-Friend, Post-a-Picture, and Share-a-Post.
Even though giveaways do exceedingly well on Instagram, caution is advised. In 2017, Sunny Co, then an unknown brand, ran a swimsuit giveaway that went wildly wrong. The company offered a free swimsuit to individuals who reposted an image of their “Pamela” swimsuit and tagged the company within 24 hours. Thousands of people reposted the image, garnering over 338,000 likes. Of course, the company had to retract their giveaway, and an online backlash ensued.
Another way to stir up more attention and interest in your brand product on Instagram is to announce upcoming sales and product launches. Milk Makeup used Instagram extensively to hype its new Kush Mascara line two weeks before product launch. Sneak peeks, videos, and reviews were posted consecutively as they built anticipation. The mascara flew off shelves almost immediately on launch date and became one of the top-selling mascaras in Sephora.
4. Work with Instagram Influencers
If you haven’t already jumped on board the influencer bandwagon, it’s time you do. Ninety-four percent of marketers who tested out influencer marketing have found it effective, according to a research by MarketingProfs. Note that Instagram influencers are not the same as celebrity influencers. In fact, 27 percent more customers said they were more likely to purchase a product endorsed by a non-celebrity influencer than a celebrity. Accordingly, Instagram influencer marketing generally leverages a more personal follower-influencer relationship to introduce and promote brands in a trustworthier and less hard-selling manner.
When choosing an influencer, look at more than the number of followers. You may be surprised, but engagement rates are higher with micro-influencers (those with 1,000 to 100,000 followers), in part because influencers with more followers tend to have less direct communication with their followers.
Brands eager to connect with today’s discerning shoppers should make Instagram a part of their omnichannel marketing strategy playbook. For more advice on how to automate your social media marketing, book a demo or contact us at [email protected].