With its visual appeal and wide reach, Instagram offers a unique platform for selling products and increasing revenue. But without the right strategy and skills, navigating the world of Instagram selling can be overwhelming.
This comprehensive guide will give you all the information you need to effectively sell products on Instagram and increase your sales potential.
How to set up an Instagram account for your store
Before we dive into how to sell products on Instagram, let's start with some basics. Here, we'll cover how to set up a business profile and how to use the platform to promote your brand.
Write a clear bio
Before you create your first post on your Instagram account, make sure that you've written a compelling bio. This is your first opportunity to engage with potential followers, so a little thought goes a long way.
Here are some recommendations for writing your Instagram bio:
- Include your store name
- Add a short description of your brand
- Keep it between 140-160 characters long
- Add a call-to-action button that links to your Instagram-specific landing page or store (you'll need a business account to do this).
- Emphasize key information (phone number, email, etc.) with an eye-catching emoji.
- Add your branded #hashtags to curate your images and videos.
Sample template:
Tag photos with [store name] [brand description] [#brand hashtag] [email] [phone number].
Prepare a content plan
To sell products on Instagram, you first need to decide what type of content you want to post. This requires a content plan, which means pre-planned advertising through fun and informative content to post on your Instagram page. A content plan is essential because it saves you time and ensures that your content helps you achieve your marketing goals.
Types of content to include in your plan:
- Promotional: Posts about new products, promotions, discounts, loyalty programs, and customer reviews.
- Educational: Tips for using and managing your products, life hacks, master classes, advice, etc.
- Informational: company news, achievements, and plans
- Fun: Fun facts, pop culture references, jokes, polls, quizzes, and user-generated content.
Improve your photo quality
Instagram is an entirely visual medium, so there's no better way to make your products stand out than with great photos. Users may follow your account simply because they like your eye-catching Instagram grid posts.
Followers who subscribe to your account are more likely to make a sale because their affinity for your posts is evident in their feed.
For users who are new to your account, it's much more difficult to sell products on Instagram.
Write engaging descriptions
The secret to selling on Instagram is to have engaged followers. The more followers interact with your posts, the more Instagram can promote your content to users. Great descriptions generate comments, so don't settle for boring copy.
Descriptions are limited to 2,200 characters and you can add up to 30 hashtags to each post. The Instagram app truncates the text preview to the first two lines, so it's important to write copy that grabs attention from the first word.
Instagram captioning best practices:
- Make your posts easier to read by formatting your captions for better readability. Use emojis and numbers to add bullets and new paragraphs to your text. To add line spacing to your text, write a copy in the Notes app first, then paste it into the Instagram caption box.
- Use action verbs like "tap," "say," "use," and "share" to actively encourage engagement.
- Present the most important information to your readers first. Use headings to grab your followers' attention right away.
- Encourage your followers to engage with your content by asking them questions or starting discussions.
(Remember, content interaction = engagement = sales) - Use location tags and hashtags to drive more traffic to your page.
Clean up your profile
The more active you are on Instagram, the harder it is for your followers to find the information they need to buy your products.
Help your followers find the information they're looking for with these tips
- Add short titles to your photos, for example: "Shipping", "Giveaway", "How to use X".
- Create a short hashtag for each type of post that you regularly publish, such as new arrivals, life tips, backstage, etc.
For example: #store_name_reviews or #store_name_products. - Use the highlight feature at the top of your page to share important information like shipping, pricing, customer reviews, contact information, and special offers.
Start growing your follower count
The great thing about Instagram is that you can grow your follower count without spending a dime!
The key is to drive traffic to your posts. Here are some easy ways to do that
- Adding keywords to your username and bio.
- Use hashtags and geotags
- Participating in different challenges
- Commenting on popular profiles
- Hosting contests or giveaways
- Create engaging posts that reach the app's Top Posts section
Mastering the algorithm
The Instagram algorithm is a set of (ever-evolving) rules that ranks the types of content you see in your feed, as well as on the Explore page, Stories, and Reels.
The purpose of this "ranking" system is to intuitively know what types of content users are interested in based on their previous behavior on the platform, and to provide them with the best experience possible.
Starting in 2024, the Instagram algorithm will be based on four main factors: interests, post popularity, poster information, and interaction history. Let's take a closer look at each of these.
Interests
Instagram's algorithm predicts the interest of a post based on previous engagement and interaction with similar content.
Post popularity
Instagram's algorithm considers a post's popularity based on how quickly it gains traction with likes, comments, shares, and saves.
Poster information
Individual posters are also part of the information used when it comes to audience, and are a profile of how appealing they are to individual users based on their past behavior on the platform.
Interaction history
Finally, the platform considers how much interest a particular follower has shown in your posts in the past. People will see more of the accounts they engage with and vice versa.
There are three key areas to focus on when aiming for dynamic content: relevance to your audience, building a relationship between you and your followers, and generating interest.
Regardless of the size of your business, you shouldn't overlook the basics. For example, if you're looking to strengthen your connection with your audience, engage with their posts and comment on posts within the larger community of your industry. Pay attention to popular posts and analyze what resonates with your audience so you can plan accordingly in future content.
Stay relevant to your market, but become a master at identifying trending conversations, themes, and topics. Never underestimate the importance of timeliness when it comes to creating more conversations on social media and leveraging them to support sales.
Boost your credibility with verification
The blue verification checkmark on Instagram carries a certain level of trust. Whether your business is already established or just starting out on the platform, it provides a level of credibility that can act as a shortcut to growth. It also has the added benefit of helping you cut through the noise by differentiating you from competitors or businesses with similar names on the platform.
In the fall of 2023, Meta began rolling out paid verification for individuals, and now businesses can enjoy the same options and additional benefits in a three-tiered system called Meta Verification.
What benefits do these authentication plans offer?
The basic plan, currently $14.99 per month, provides a verification badge, overall higher rankings in search, impersonation protection, the ability to add image links, access to customer support, and more. The most premium plan, the Business plan for $349.99 per month, offers a variety of benefits (the ability to add reel links, profile customization, and customer support fast-tracking), but most notably, it comes with an annual account review with personalized support to guide your content strategy.
Now that we've covered the basics, let's take a look at how to sell directly on Instagram.
How do I start selling on Instagram?
First, let's answer some common questions about starting an Instagram store.
Do I need a business license to sell on Instagram? Is it legal to sell on Instagram? These are questions that every small business owner wants to know! In short, yes. You can sell on the app. However, there are a few things to keep in mind.
To sell on Instagram, your professional account must comply with the following requirements
- Be in compliance with Instagram's policies
- represent your business and domain
- Be located in a supported market
- Demonstrate credibility
- Provide accurate information.
Having a business license isn't explicitly stated in the platform's requirements, but it definitely helps to demonstrate your credibility.
Getting a license to sell online depends on your location, the products you sell, and your business needs. Keep in mind that different countries have different laws regarding business licenses. Check to see what laws apply to you.
How many followers do I need to sell on Instagram?
There is no minimum number of followers to sell on Instagram. The only feature that has a minimum number of followers is the "swipe up" feature in Stories, which requires a minimum of 10,000 followers or a verified (blue checkmark) profile to add a link to a Story.
For accounts with more than 10,000 followers, the "swipe up" feature in Stories is useful because it takes followers directly to your website or product page. However, you can still successfully sell and promote your store through Instagram if you have a thousand followers or less.
Do I need a website to sell on Instagram?
Technically, you don't need a website to sell on Instagram - you can simply build a following and promote your products through posts and stories. However, it does help to have a website.
Why is that? For starters, Instagram doesn't have any built-in eCommerce features that allow sellers to accept payments and fulfill orders through the app. Unless you're using an eCommerce platform that integrates with Instagram, like Ecwid eCommerce, you'll need to find a way to manage orders and collect payments on your own.
How do I sell directly through the Instagram platform?
Of course, having an Instagram account for your store and promoting your products through the app is a huge asset to your business. But can you sell directly on Instagram? The answer is a resounding yes!
By enabling Instagram Shopping on your store, customers can buy directly from your store through the app. From a customer's perspective, there's nothing better than being able to buy something with just one tap.
Other names for this feature might be called something like "shoppable posts" or "product tags". All of these names refer to Instagram Shopping.
How much does it cost to sell on Instagram?
You can sell on Instagram for free. However, keep in mind that you'll need an online store to use the Instagram Shopping feature. You can create a store by signing up with your favorite ecommerce platform (plans may vary).
For faster results, you can advertise your products online through Instagram ads. However, this isn't required, so if you simply want to post and promote your products, then you can use Instagram for free.
How to tag products on Instagram
Now that we've covered some basic FAQs, let's take a closer look at the Instagram shoppable feature that allows customers to make purchases through the app.
What is shoppable Instagram?
Shoppable posts allow you to tag products in your photos and stories. These posts will display a small shopping bag icon in the bottom left corner and a price tag above the product.
When a user clicks on the tag, the product description and price will appear. Users can purchase the product by tapping "Buy Now" to see the item's name, price, description, additional photos, and a direct link to your store's product page.
To complete the purchase, users can shop in your store without leaving the Instagram app.
After you publish nine shoppable posts, a Shopping tab appears on your business page, where you can organize and promote posts tagged with shoppable items. This means more potential exposure.
How do I get approved for shopping on Instagram?
To be approved for shopping on Instagram, you need to have an online store. Shoppable posts are only available to users who have an ecommerce platform that integrates with Instagram.
Consider Lightspeed's eCom for a quick and user-friendly option. Lightspeed has worked hard to create an eCommerce solution that is robust and can scale and grow with your business, but how do you make Instagram shoppable?
Here are the requirements
- Have an online store.
- Sell physical products that comply with Facebook's Commerce Policy and Merchant Agreement.
- Your business must be operating in one of the countries supported by Instagram.
- You must have an Instagram business profile.
- Connect your Instagram business account to your Facebook page
- Update your Instagram app to the latest version.
Tips for preparing your business account for review
- Use the CTA button below your bio to add variable details such as your business address, contact phone, and email.
- Assign the appropriate category to the Facebook page that your Instagram account is connected to.
- Use your store logo in your profile image
- Post brand-specific content and post consistently
- Add more products to your catalog
- Consider setting up Facebook Business Manager for your business.
How long does it take to get approved to shop on Instagram?
The Instagram team reviews business accounts before approving them for Instagram Shopping, which can take anywhere from a few hours to a few weeks through the Instagram app. Once your account is approved, you'll receive a notification in the Instagram app. After that, you can tag your products in your posts.
How to advertise on Instagram
Is it worth advertising on Instagram? The answer depends on how quickly you need results, and you can promote your Instagram profile organically, so you can build an audience without the help of a paid campaign. This option is free and will show more engagement in the long run. If you need more followers or orders in a short period of time, then paid promotion might be the right option for you.
Instagram offers the following ad formats
- Photo Ads: Static image ads work best if you want to close a deal by offering a discount. Photos can be in square or landscape format.
- Video ads: Video ads are great for introducing products and features to first-time buyers. You can share videos up to 120 seconds long in either landscape or square format.
- Story ads: These dynamic ads help you strengthen the relationship you already have with your customers.
- Carousel ads: Users can swipe to view additional photos or videos in one ad. This type of ad helps to highlight all the features/benefits of your product.
- Collection ads: You can use collection ads to visually inspire and help your audience discover, explore, and purchase your products. You can use video, images, or a combination of both.
- Explore ads: Users go to the Explore section to search, watch, and shop for content. Each user's Explore tab displays curated content that is personalized based on the user's interests.
You can add different calls to action to each ad. Use a CTA like "Learn more" if you're introducing a first-time prospect to the features of your product. Use "Shop now" as a CTA if you're offering a final discount to close the deal.
How do I set up "Shop Now" ads on Instagram?
To set up an ad with a "Shop Now" or other CTA, you need to have a Facebook page and a business profile on Instagram. Once you have this information, you can run and track your ad from within the app or through the Ads Manager.
How to set up an Instagram ad:
- From within the app: Select a post that you've already shared on Instagram and tap "Promote.
From within the Ads Manager: Select your ad purpose, target audience, and ad format. - Decide how long you want your ad to run and determine your budget.
- Click Publish. You'll receive a notification when your ad is approved and ready to run.
How to monetize Instagram
Instagram isn't just an image-sharing platform anymore - these days, you can actually monetize your online Instagram store.
You don't even need to have a huge following to capitalize on Instagram; the secret is engaged followers - followers who like and comment on your posts, tag their friends, and react to your stories.
Here's how to calculate your account's engagement rate: divide the total number of likes and comments by the total number of posts, then divide by the number of followers, and multiply by 100.
An engagement rate of 2-3% is considered average, and 4-6% is considered high.
If you have a highly engaged and active audience, you can monetize on Instagram using the following strategies
- Create sponsored posts. Work with brands to create posts on your page that promote the advertiser's products for a fee.
- Create merchandise to sell through Instagram. Sell branded products by putting your art or logo on t-shirts, mugs, posters (anything that's easy to print).
- Create your own products to sell. There are all kinds of products you can sell on Instagram, including clothing, cosmetics, furniture, DIY products, and more. Enable shoppable posts to sell directly on Instagram.
- Teach what you know. You can't sell services on Instagram with shoppable posts, but you can use the platform to promote courses you teach or downloadable guides. Don't forget to add a link to your business email or website in your Instagram bio.
- Host a giveaway or contest (repost giveaway, submission contest, raffle, etc.). Partner with influencers and brands or host a contest yourself.
- Sell affiliate products. You don't have to have a product to sell through Instagram. Think about what brands your audience might be interested in and reach out to those companies to see if they have an affiliate program. You can sell affiliate products through special links or promo codes.
What to sell on Instagram
Just as important as the question "What should I sell on Instagram?" is the question "How should I sell on Instagram?" Let's take a look at what products are most likely to sell on the platform.
Some of the biggest markets on Instagram include beauty, health and fitness, travel, fashion, lifestyle, business, and animals, so you can't go wrong with choosing a product that fits into one of these markets.
Here are some product ideas you can sell on Instagram
- Beauty and skincare products. Engage your audience by sharing helpful skincare and makeup tips.
- Clothing and shoes. Instagram is the perfect place to attract customers with beautiful lookbooks. Stay on trend with sustainable fashion.
- Eco-friendly products for the home. Shoppers have become increasingly eco-conscious, but they still want their homes to be comfortable. Think of reusable bags, doormats made from recycled materials, natural cleaners, and other products you can sell on IG.
- Accessories and jewelry. Shoppers often turn to Instagram for inspiration for their personal style, and these products can help them find the missing pieces.
- Food and drink. #foodporn is one of the most popular hashtags on the app. Take a picture of your mouthwatering home-made treats and you're ready to sell them on Instagram.
- Connect with your audience in real time by hosting a live product launch, behind-the-scenes tour, or Q&A session. IGTV, on the other hand, allows you to create longer video content that's perfect for product tutorials or in-depth reviews.
It's always a good idea to look at businesses that have successfully utilized Instagram for sales to gain insights and best practices. Following these strategies can help you boost your Instagram sales efforts to effectively reach and engage your target audience.
Thank you.
