Launched in 2010, Instagram has become, in a few years, one of the most used and loved platforms on the web.
Born as a free mobile application but also available in desktop version for some years now, Instagram is basically a Social Network that allows you to take photos, videos and other contents, edit them and share them instantly.
A few numbers?
Today there are more than 700 million active users every month and over 95 million contents appearing every day on its newsfeed.
Furthermore, according to the latest estimates, more than half of users visit Instagram daily and a good part carry out multiple sessions throughout the day.
There’s more: Instagram is not just a platform to be used privately, but a real gem for business!
In fact, it is estimated that 70% of users use the platform to look at the pictures of their favourite brands.
What is the reason for this success?
Simple: content, which allows a more human and direct contact with the users.
Engagement is real, brand engagement is concrete: the perfect showcase to show not only your products, but your identity, inspiring followers and audiences and attracting new talents.
Would you like to know more?
In the following lines you’ll find a complete and ultimate Instagram guide on how to use this excellent visual marketing tool for your business.
Step 1: Create an Account
First, you will need to create an Account.
How? Through a few simple steps:
- You will first need to go to the website or download the official app.
- Using your company email, enter your business name, password and username. Consider that the latter is what users will see, so it must be easy to find and reconnect to your company. Ideally, it should coincide with the name of the business; if this has already been taken, it is always good to keep the brand name in the initial position, subsequently adding some distinctive words. Don’t worry too much about the choice, it will still be possible to change it in the future.
- Choose an evocative profile image: the logo is certainly the ideal choice.
- At this point it is possible to move on to the Biography: consider that there is a maximum of 150 characters: be as direct and concise as possible. It is a good idea to enter your main company contacts, such as email and website. In this regard, it is recommended to shorten and optimize the URL using a special tool (HubSpot’s Tracking URL builder, for example).
- Once this phase is finished, it will be possible to update the profile information (name, username, website, biography and private information – email, telephone) by clicking on Edit profile, and change the other settings (account, privacy and security, notifications, assistance, information and access) by clicking on the gear icon located on the right.
Step 2: Create a Company Profile
Once the account has been created, it will be possible to optimize it for corporate use.
- Click on the gear to open the Options menu. In the Account section, you can select the option Switch to a company profile: this allows you to identify the page as a company, obtain more detailed data on your account and promote your content.
Please note: Instagram business pages are associated with the Facebook counterpart, you will therefore be asked to indicate the page address to connect the two accounts and transfer the main data.
- If you already have one or more personal accounts, don’t worry: you can keep them in memory by clicking on Add account and selecting the one from which you want to log in each time.
- At this point, a few last steps to avoid mistakes: first, check that the Private option in the Account is disabled: in this way the posts and profile will be accessible to anyone. Secondly, check in Privacy and security that the options relating to stories and comments allow maximum engagement of followers, giving anyone the opportunity to comment and interact. Finally, it is advisable to keep filters on for inappropriate content, in order to ensure that any comments that could hurt the sensitivity of your community are automatically deleted.
Step 3: Upload the Content
At this point it will be possible to upload your content. First, what are the categories?
Basically, Instagram content can be of three types: images, videos and stories.
Images and videos make up the gallery of your Profile (icon at the bottom right), the stories are temporary content, online in the appropriate section for 24 hours; these too will be able to complete the profile if inserted in the Featured Content, between information and gallery.
To insert new content, just click on the central button with the “+” symbol: you can take a photo or record a video directly from the application, giving it access to the camera and microphone, or add an item from your library. The icon at the top left with the camera allows you to add content to your story, or to send it as a private message.
Once a content has been published, it will be visible on your Profile, in the Home (icon at the bottom left) and in the general News feed, where it can be searched and found by users thanks to the use of the Name and Username in the Main section, of the hashtags in the Tags section and the geotag in the Places section.
Step 4: Organize Content
Let’s go now to see the individual contents and to provide you with some first useful advice.
Images form the heart of Instagram.
- Consider that Instagram is, first of all, a social with a strong visual impact. High quality and resolution images, which take into account aspect ratio, symmetries and colors, are a fundamental requirement for the success of a profile. Remember to always pay attention to the preview too: the images will appear square, be careful not to cut essential elements!
- Instagram requires, even more than Facebook, a clearer and more outlined image, which is in line with its brand image and corporate culture. Remaining human, genuine and transmitting corporate values is and must be an imperative; remember to focus on brand personality: an Instagram page is much more than a simple showcase of articles!
- In general, the types of images can and must be different: variety is a key element to keep the attention of users and to make their stay on your page more pleasant.
- Finally, remember to insert a nice description – the so-called caption – and don’t forget the hashtags: they will make the difference!
Videos complete the gallery.
- First of all, although it may seem obvious, it is good to remember one fundamental thing: insert them! Don’t limit yourself to photographs, dynamic elements can be particularly captivating.
- Also in this case, quality is important: try as much as possible to maintain a rather high quality; it is possible to use a professional camera and upload them via mobile later, or edit the videos with one of the many applications you can find in the app store or play store.
- If you intend to shoot a video, or want to upload one that has already been recorded, always bear in mind that the duration of the videos is limited to 60 seconds.
- Instagram audio does not start automatically: it is a good rule to make sure that the video content works and has an impact even without the audio.
- Remember that, for the same reason, the first second of the video will not be heard: give users time to activate it, and wait a few seconds before inserting essential information into the audio.
- Also in this case, it is good to vary the contents: boomerang, slowmotion and hyperlapse are an excellent alternative to a classic video, and are perfectly suited to the most diverse circumstances.
- Also in this case, description and hashtags will be inserted ad hoc.
Stories have become by far one of the most loved contents.
- Remember to be authentic, direct, not too artefact: stories are perfect for “behind the scenes” content, a window on the corporate reality; also share photos and videos of everyday moments, not necessarily related to the working sphere: the human factor is, in this case more than ever, essential.
- By clicking on the icon at the top left you can choose different types (text, live, normal, boomerang, superzoom, rewind and without holding down). Also in this case, it is good to vary the contents, choosing the one that best suits the circumstance. It is advisable to use, for example, live stories for exciting moments or engagement such as Q&A, creating an appointment in advance to talk to your followers.
- Once the content has been shot, it will be possible to edit it on the spot. The effects are many and you can add a sticker, a gif, something handwritten or drawn directly on the image. Let go your creativity!
- It is a good idea to tag the subjects, it will give a touch of realism to your stories and will contribute to the creation of a sense of community.
- Once archived, it is advisable to organize them in the appropriate sections of the profile dedicated to Featured Content: they will give an extra touch, enriching the gallery.
Instagram for your Business: How to Optimize the Company Page
We have already had the opportunity to talk to you at the beginning of this article about the potential of Instagram, a platform that has become in a few years one of the most popular and loved ones – not only among the very young – and, if used correctly, a sensational visual marketing tool.
We have already shown you the first steps to follow in the introductory guide and we have already indicated some fundamental tips for defining a winning strategy.
The trick to increasing organic traffic is always one: create quality content.
What do you mean?
The Instagram feed simply considers as quality content the posts that obtain the greatest engagement in the shortest time, i.e. engagement, interaction.
Let’s now give you some further useful advice to optimize your account and increase your organic reach, building the perfect gallery.
Step 1: Quality, Various and Consistent Content
While it is true that the individual posts must be of quality and should accord to the personality of the brand as much as possible, there is also no doubt that the visual impact of an Instagram Page is given by all of its contents.
- It is good to reiterate how important it is to share quality images.
- It is essential to maintain a certain variety in the posts, combining types and contents in a harmonious way.
- Try to maintain consistency in the aesthetics and style of the posts: once you have defined the effect you want to achieve in terms of visual identity, edit photos and videos always using more or less fixed criteria of brightness, contrast, saturation, sharpness and colour; if you intend to insert posts with writings, create templates on the subject and choose one or two to use alternatively.
- Always think of images that catch the eye, even from the simple preview: symmetry, colours, neutral backgrounds, patterns and geometries are the most popular.
- Be sure to cyclically insert, in addition to images, also videos, boomerangs, slow-motion and hyperlapse. For example, use the boomerang option for everything that lends itself to being reviewed in a loop or hyperlapse when you want to condense hours of video into a few seconds.
Step 2: Post Categories That Should Never Miss
Let’s go now to see what are the post categories that should never be missing on a corporate Instagram page:
- Starting from the fundamentals, the images of the products must play an important role, but you don’t want them to be too present:
spam is never perceived in a positive way!
- Among the elements that should always find a place in a company profile are the “behind the scenes” pictures. These should be as authentic and real as possible – or at least seem – and depict moments of working life and of the corporate daily life:
importance to human capital!
- A particularly popular type is that of educational posts: tips and suggestions will demonstrate attention to the user and facilitate their interest.
- In the same way, motivational posts are very common: an injection of good humor is certainly a valid strategy, not only as it entices users to follow the page but also because it is generally able to generate good engagement.
- Again, there should never be a lack of engagement posts such as funny questions, challenges or events that engage users personally and create a sense of community.
- If included in your business strategy, it is also good to use posts from influencers and ambassadors: a constantly increasing trend among the big names.
- Reposts from colleagues, employees and other users (the so-called “user generated content”) should also be periodically included in the profile, if present: they are excellent references, perfect for building a solid reputation.
- Always keep your eyes peeled for viral phenomena and latest news:
Step 3: the Perfect Caption
Last but not least, the post’s caption also deserves particular attention.
- Instagram captions have a maximum of 2200 characters: it is possible, with such space, to communicate in an absolutely personal way and create emotionally engaging posts. Also in this case, it is good to identify and define this trait of identity for your brand: try to keep communication as consistent as possible with the brand personality, while keeping open the possibility of inserting emotional and engaging posts.
- Complete the caption with emojis. Again, choose a dozen icons to use in different circumstances.
- Pay particular attention to the choice of hashtags.
- Remember to use the geotag to increase visibility and engagement.
- NB: Instagram hides the “enter” key in the standard keyboard view; if you want to go to the end, just go to the section with numbers and symbols to make it reappear “as if by magic”.
In particular, when it comes to hashtags:
- Consider that these are essential for gaining visibility, and can be used to indicate anything – events, themes, objects, experiences. To understand which tags to use, just take a look around the feed; search among the contents using the main keywords, in this way you can view the most used tags in the most popular posts.
- Try to create the right mix, inserting popular tags to broaden the target but always maintaining more specific tags: Instagram feeds change constantly, in this way you will increase the chances of staying in evidence for a sufficient time.
- Remember that hashtags should be natural: avoid inserting too many – consider, in this sense, that the top 100 brands use on average 1 to 4 tags per post.
- Finally, choose whether to embed them in the text, insert them at the end of the caption or as a comment.
- A valid strategy is to also create a company hashtag: it will be useful in promoting campaigns, launches and events and will be more easily reused by users.
Step 4: Various and Eventual Tips
In conclusion, some useful tips:
- As for any platform, in some time slots there is a peak in traffic and engagement. When? There is no universal solution: it depends on the habits of your followers. In the Statistics section (icon at the top right), by opening the Followers section and clicking on other, it will be possible to view all the statistics relating to gender, age, places, days and time slots. Select the most popular place and consider the most active time slots: generally, it is preferable to publish the content on weekdays, between 1pm and 3pm and after 6pm or between 9am and 11am. However, it is advisable, as always, to make several attempts to find the best combination.
- If you want to keep track of your activities, just go back to Settings in the Account section to find Posts you like and Search History. Use the icon at the bottom right in posts in the shape of a tab to save useful content in the collection.
- If you do not want to appear in a post in which you have been tagged – viewable by clicking on the ID-shaped icon immediately above the gallery – just click on the post and, from here, on the three dots at the top right, go to Options of the post select Hide from my profile.
- Connect Instagram to your other Social Networks to be able to share content directly on other platforms as well: just go to Settings in the Privacy and security section and insert the links of the pages in connected Accounts.
- Last but not least, there are several tools and instruments that allow you to schedule posts to be published automatically, such as Buffer, Hopper or Hootsuite; NB: however, this does not allow you to insert Geotags, and it is not available for Stories!
After Optimization, Action is taken: How to Build the Right Strategy
In the Getting Started guide we have already shown you how to create an account, switch to the company profile, create, insert and organize content.
What strategy to use to get the most out of your Instagram account?
While it is true that owning an IG page has now become almost an imperative in certain sectors, it is equally true that, as with everything, being too hasty and launching on the platform without first weighing a strategy is not advisable.
We will now show you the guidelines to follow for the definition of your Instagram strategy.
Step 1: Determine the Target
As with any marketing strategy, the first step is to define the target, in terms of place, age, interests, work and other demographic information. If you already have other Social campaigns in progress, just take the same variables as a reference.
If instead you are taking the very first steps, a rather quick but effective solution can be to look at the followers of your competitors and analyse their characteristics.
Alternatively, or to complete the analysis, a brief search for hashtags related to your business can help: in the same way, just search for them in the explore section and look at user profiles.
Step 2: Competition Analysis
Being a strategic decision, a competition analysis is a great way to approach a new business.
Again, if you are not aware of any competitors – or if they do not have an Instagram page – a search for hashtags related to your business will be sufficient to track other companies and find similar accounts to inspire you.
It will be enough to analyse the most followed profiles: on Instagram it’s all – or almost – in the light of the sun, observing images, stories, descriptions and hashtags used carefully, considering quality, variety of posts and frequency, will allow you to benefit from the competitive advantage of company under analysis.
A continuous observation of two or three key competitors can prove useful: observe the growth of followers and the engagement of posts as reference point for your activities.
Step 3: Create an Editorial Plan
Also in this case, planning is important: it is a good rule to follow an editorial program, which will allow you to organize content in a consistent way with your calendar of activities – such as the launch of a product or a promotion, trying to ensure constant variety and frequency of posts.
Specifying the publication time, type, topic and descriptions in advance, complete with hashtags, will speed up the publication process and ensure greater control of the contents.
Step 4: building an Image consistent with the Brand
We have already pointed out in our Guide that Instagram is, basically, a visual marketing tool.
This means that attention to content is and must be maximum in order to get the best out of this Social Network.
As with everything, the key word is consistency, not only on a graphic level: it is about building a visual identity of one’s brand, consistency with one’s personality, understood as a mission and values that you want to convey to users, must be constant.
Step 5: increase the number of followers
As with any social network, a good fan base is an essential prerequisite for the success of your strategy.
How to increase your number of followers?
In addition to what has already been mentioned in the Guide about Username, Biography and Settings, try to create an engagement that is real and not temporary: only in this way it will be possible to ensure visibility in the news feed.
- First of all, as already mentioned, the quality of the content is an essential element for the success of the strategy. Remember that posts must not only be individually graphically curated, but also well matched: an element that is out of the chorus could totally ruin the effect.
- In addition to the quality of the content, before starting with promotional activities it is recommended to have a minimum number of elements in the gallery: avoid making the page appear empty is important if you do not want to skyrocket the bounce rate.
- To create engagement it is essential to periodically insert contents that invite dialogue, involvement and tend towards virality, showing the human side of one’s business and involving users in one’s working day. Simple spamming of products and articles should be avoided: you would risk obtaining the opposite effect.
- It is important to consider Instagram as a community, not just publishing posts but actively participating as a Social User: following other companies and influencers and interacting with their content is essential to make your Page known.
- In this sense, the proposal of collabs is by far one of the most used strategies: not only brand ambassadors, but also influencers and local companies to be asked to advertise products and share content.
- Remember to maintain direct contact as much as possible, responding to any comments promptly and cordially.
- Finally, remember to insert the link to the Instagram page on your site: the link between the website and Social Networks is and must be a virtuous circle! Furthermore, inserting a dedicated section in which to display photos containing a certain hashtag can be an excellent engagement strategy.
Step 6: Convert Followers to Clients
When it comes to business use, if it’s true that Instagram is a showcase for your business, it is also true that it’s first of all an acquisition channel: once you have established a base of followers, it is important to channel activities towards this purpose.
By applying the most classic marketing strategies and combining them with some novelties.
- Create ad hoc contests that generate viral content and increase engagement, requiring you to mention the page and use its hashtag, for example to receive preview products or free samples.
- Create suspense through teasers that anticipate the launch of new products and give a sense of exclusivity to the page.
- Use the Instagram Stories and take advantage, if you have a sufficient number of followers, of the swipe up option to direct users to the web page.
- Still talking about Instagram Stories, a valid strategy can also be to launch a product live, also in this case directing to the reference web page.
- Don’t forget the classic timed promotions, which create the right sense of urgency.
- Last but not least, the use of discount codes associated with the sharing of hashtags and corporate content should also be considered.
What to Watch on Instagram
There are developments that must be taken into account in order to get the attention of users and marketers.
For example, it will be necessary to invest more and more in stories, this medium in fact summarizes the nature of the typical use on social media, namely: speed, multimedia, immediacy in communication, without counting the emotional and information level.
What matters on social media is the here and now, distances are shortened and this approach finds its pivot in Instagram Stories.
In addition to the faster and closer use, there is also the greater proximity to one’s audience given by the possibility of interacting with them more easily and more quickly (see for example the “polls” or “questions” function).
In 2019, Instagram Stories had a leading role.
To benefit the usefulness of the stories, there is now also the possibility of putting folders, highlights to highlight topics, for example, or particular categories.
With this new feature you can save your content from disappearing after just 24 hours.
This section allows you to highlight content, thus also allowing what could be called a real visual storytelling.
Where the activity will be able to carry out a communication chain, telling each other and or telling particular key points for the activity.
This will certainly make it more memorable, captivating and close to the public, thanks to the use of images and videos, which will remain more etched in the memory of users.
Among the other trends there is certainly IGTV, or the development of TVs on the social platform Instagram.
IGersTV are real television channels created on your Instagram profile.
You can upload your own clips to this channel, even exceeding the time limits normally imposed by the standard format stories.
IGTV is like a small television station thanks to which you can go on air directly on your social profile.
In 2019, the schedule was implemented, that is, the introduction of an editorial plan to make the most out of this channel.
Strategies are different, but everyone uses this medium, for example there are those who use the function taking advantage of the possibility of making long and continuous videos, those who prefer not to go too far beyond the classic mini-clips, making them only a little longer than the one-minute allowed in the normal feed.
In any case, it would be better to organize content with an editorial calendar, with the aim of optimizing publications.
The Instagram Revolution: the Vertical Format
In this last phase of the web, videos have taken on more and more importance, from consumption to creation on platforms, especially social networks.
We are now facing the use of online videos through mobile devices, also opening up a whole series of innovations and novelties in the advertising field, shaking up and revolutionizing the world of mobile advertising.
Online video consumption has been spurred on by existing platforms such as YouTube, Netflix, Facebook, Snapchat and Instagram.
Global internet traffic is turning very quickly towards an almost total, certainly majority, consumption of videos, especially through smartphones or tablets as tools.
Consequently, the creation of advertising content designed for mobile devices is also growing rapidly.
This was also possible thanks to the continuous refinement of public profiling and targeting techniques.
There is an increasing attention to video content intended for online use and especially via mobile devices.
In this regard, the creators of content for advertising purposes must clearly adapt to consumer behaviour.
A further change can be found in media innovations thanks to platforms on mobile devices.
From here, in fact, the trend to prefer the vertical advertising format has started.
According to protracted studies on social platforms such as Instagram, vertical ads have a view completion rate nearly ten times higher than classic horizontal videos.
In fact, Instagram is no exception, investing everything in this format, see for example the birth of IGTV. That is, vertical video formats, with a maximum duration of one hour, which do not disappear where 24 hours like the most classic stories.
This vertical format of Instagram is highly appreciated by users.
By now, landscape (therefore horizontal) views are considered unnatural, as they lead to having to rotate the smartphone screen.
For this reason we are facing a change in the way of relating to everyday life influenced by smartphones.
In fact, Instagram with stories and IGTV is increasingly leading its users to prefer vertical content.
Social media are now a very important influence factor and with these smartphones also tend to change people’s habits. This is because people have consolidated habits, which is why in marketing strategies it will be increasingly necessary to build content suitable for the devices of greatest use.
People hold their phones vertically, so marketing has to adapt as well.
What to keep an eye on Instagram for 2020
Instagram is a constantly evolving social network, updates are implemented by developers on a monthly basis, often even weekly. These updates most of the time concern the graphics but since last year we have noticed significant expansions in terms of functionality. Among all, the interactivity of the Instagram Stories stands out, on which the social network of the Facebook group is focusing and which is currently the beating heart of this now irreplaceable app.
Instagram therefore never stops updating by making continuous changes to both the algorithm and the app design.
If these are the prerequisites, what will be the Instagram trends of the year that has just begun?
Starting from more checks on the veracity of the profiles, from the adoption of measures against fake users, up to nano-influencers and then arriving at a new TikTok-style function. Let’s find out all the news that Instagram has in store for 2020!
Instagram feed as a second website
The “search” section of Instagram is replacing the Google search bar in many aspects, such as for the search for products, places to visit and captivating images. This is why the direction taken by social media is to transform user pages more and more into real websites, because the goal of an Instagram profile is to convert visitors into followers, just like that of the website is to transform visitors into buyers.
The general appearance of the feed will have greater importance for the popularity of a profile as it will constitute its showcase.
Later we will also address the topic of how to sell products on Instagram with posts and stories.
What are the tricks to “like” Instagram and gain popularity in 2020?
- Be true
The trend is to let the pictures be as natural as possible.
Excessive editing work no longer pays off as it once did!
The only smart changes are those to add stickers and gifs as well as to create especially corporate memes. The goal of brands for 2020 is to add some humor to their posts by trying to integrate memes and design, without ever straying from the general visual brand.
- No more farm-bots and easy likes
Transparency, authenticity and normality are the words that distinguish the evolution of today’s most popular social network. As in the pictures, you have to appear sincere, spontaneous and natural even on the profile.
Inflating the number of followers and likes is not a good strategy!
If once these tricks went unnoticed by the algorithm, now the latter is increasingly careful to unmask fake users and not only disadvantages them with blocking actions and shadowbans but penalizes them in visibility, giving space instead to those who make the own profile organically through interactions with real users.
This is why we have already seen the real launch of nano influencers (accounts that have between 1000 and 10000 followers) since 2019. This is because these accounts are more focused on precise and very vertical market niches and have very high engagement rates approaching 10%.
But above all because their content is more authentic and original than those published by classic macro influencers, who most of the time convey messages that come from advertising agencies, partnerships and sponsorships.
It is no coincidence that in the last year, with the changes to the algorithm in this regard and the cleaning of profiles implemented by Instagram, many macro influencers have suddenly registered a shocking loss of followers. This is why for the New Year the app has guaranteed greater transparency in this aspect.
It is rumoured that the new updates will include rules on the naming practices of account owners. In this way, each account will be available from a single device, preventing the farm-bot from exercising.
IG Stories are inspired by TikTok
Lately we have noticed that the stories of Instagram and Facebook, can be customized with “filters” that can change the background and go to work on the brightness, on the colors, adding effects such as drops, glitter, beams of light or filters that follow the movements of the face by adding highly refined virtual elements from an aesthetic point of view.
This is possible thanks to Spark AR Studio, a software developed to make Facebook social media stories more interactive, taking up the style that made the success of another social network of the moment, the Chinese TikTok. The same software is developing for the future the possibility of recording videos of up to 15 seconds to be published in stories, in which, just like on the Asian competitor, you can wear filters, try lip-sync and create image slideshows.
In 2020, more and more engaging stories await us, neater and organic profiles and perhaps some small controversy between the two social giants.
Create interactive stories with the latest trends in Instagram stories
Initially, this opening to the interactivity of the IG stories took place through tools such as “ask me a question” or “poll” that allowed direct contact between users without too much effort but simply by clicking one of the options.
With that “ask me a question” many users have discovered that they have a virtual community with which to interact and relate.
Asking questions privately to influencers but also to friends and acquaintances or answering theirs has certainly made social media more human. Now you can rely on the opinions of your followers for any daily need such as choosing the colour of a shirt, receiving suggestions on places to visit or simply knowing their personal opinion about a certain topic.
This has allowed not only to increase engagement around profiles, above all to create interpersonal relationships between users, something that was perhaps a little lacking in a social network mainly based on images and which left little space for self-expression.
Instagram trends in 2020 will surprise us with a 360-degree metamorphosis.
With more possibilities also for brands that will have access to new ways to connect with their audience.
At the same time, users will be able to enjoy a complete entertainment experience, with shopping, communication, personal relationships all in one platform.
Instagram Shopping: the social shopping cart
Let’s now deal with important news introduced by Instagram.
Considered by many to be the tool that will transform Instagram into a true e-commerce platform, Instagram Shopping was introduced in 2017 in the United States and in 2018 landed in Italy and in 7 other countries such as Canada, Brazil, United Kingdom, Germany, France, Spain and Australia.
The Shopping function is available for all business profiles that sell physical products and have a showcase on Facebook or a catalogue in Business Manager.
To create and post “purchasable” content directly from the Instagram gallery, just add the relevant tag with product information and links. A tag that is also visually present in the post in the form of a small shopping bag at the bottom left correlated by the wording “view products“. This is generally linked to a landing page or company specific site on which it is possible to proceed with the purchase.
It is a real virtual showcase available 24 hours a day, but also a product launch platform.
The novelty introduced by Instagram Shopping is indeed having removed the research factor out of the way.
Previously, when the user noticed an interesting product in the gallery, he necessarily had to go and find it on the company website, with the risk of being disappointed in not finding it or bored by the exhausting search, finally giving up.
To proceed with the purchase, now you just need to click on a post that uses Shopping, displaying the pop-up with the name of the item and the price. In this way, you are connected to a page within Instagram with further information and a “Buy now” button that leads you directly to the e-commerce.
Shopping posts can of course be sponsored like the other ones and be visible even by users who do not follow the brand.
As we said, the Shopping function will also be implemented in 2020 with an important change regarding the purchase phase.
The photo sharing app in fact expresses its full intention to continue in the direction of large e-commerce such as Amazon or EBay and has all the credentials to be able to do it.
At the moment, the shopping experience on Instagram includes at least two distinct platforms: the Instagram profile itself and the website or page to which the company’s purchase link refers.
In 2020, instead, it will be possible to buy on only one platform.
The intent is to make users spend as much time as possible on Instagram, making the shopping experience complete and making Instagram Shopping a real e-store.
That’s why the Checkout feature will soon be added and made available to simplify in-app purchases.
How to activate Instagram Shopping
To activate Instagram Shopping on your account, it is necessary first of all that you have a company, and an associated Facebook account with the related Business Manager catalogue. Also you’ll need to have an updated version of Instagram for the Shopping function.
The Shopping function, once enabled, must necessarily be associated with a product catalogue.
You can do it directly from your profile by clicking on the gear icon to enter the settings, scroll down to the shopping item from which Instagram will search for your product catalogue from the Facebook window or from the catalogue file that you have previously uploaded to Business Manager.
You can tag products in new or previously published posts.
You can place up to 5 products for single image posts or up to 20 in carousels.
Tagging products is very simple and can be done towards the end of the post publishing process after adding the caption. On the last screen of Instagram, before publication, you enter the names of the products to be tagged and then select them when they are displayed in the search box.
Many companies find in Instagram Shopping a functional tool for their digital marketing and often have experts in the sector follow this operation.
In conclusion, if you have any doubts about how to set up your brand’s Instagram Shopping, you just have to ask! And don’t forget to follow our Instagram profile VivaDigital.it to discover all the contents, tips and strategies we offer you every week!