Instagram has reached one billion monthly users, almost an eighth of the world’s population . It is an extremely popular platform and its growth does not seem to stop. Unfortunately for advertisers, the same can be said of the amount of money companies are currently spending to promote their products and sell on Instagram.
Ad spend increased 177% in the second quarter of this year. Impressions increased by 209% and CPM ( Average Cost Per Thousand Impressions ) decreased by 10%. Advertisers are spending more money than ever on the app.
That said, about two million advertisers use Instagram every month , that’s still a very small percentage compared to one billion users. And while not all of Instagram’s user base is in the platform to buy new products and services, there are still plenty of opportunities to sell your products
I’m here to tell you how to do it right! Follow these five steps and you’ll soon be selling on Instagram like a crafty veteran.
Step 1: Open a company profile
It may surprise you how many people underestimate this step, many small business owners want to start selling on Instagram without taking this simple step first . Converting your standard Instagram profile to a business profile gives you access to a set of indispensable sales tools and reports. Before we get into the details, here’s how to make the switch.
- Log in to Instagram, go to your account and tap the button at the top right of the dashboard.
- Tap Settings at the bottom right.
- Scroll down and tap onaccount
- Go down again and click on “ Switch to a professional account “
Ok! Here are the features available after the step:
- Instagram Insights . Searching for a follower’s personal and demographic information isn’t easy, and compiling this data in aggregate form is even more difficult. Instagram Insights does this hard work for you.
You have all the data you may need and when you switch to a company profile, it’s all conveniently accessible via the app on your smartphone.
In the Activities tab , you’ll find metrics like profile visits, website clicks, reach and impressions.
On the Content tab , you can take a closer look at how each post or story is performing, including profile visits and engagement each.
In the Audience tab , you can track the positions, age and gender of your followers, as well as the days and times in which are most active: all extremely useful information that we will see better in step 3 of this guide.
- CTA button . It appears at the top of your profile below your bio and gives people the ability to call, email, or get directions to your business.
- Links in the stories . As you may know, Instagram does not allow users to insert links within posts. It also allows a single link to the website within a specific section of the biography . Being able to add links in your Instagram Stories gives you the opportunity to direct your audience to various products and landing pages on your website. Stories are highly visible and are becoming a force, so this is a huge plus
- Connecting with Facebook . You can now connect to your Facebook business page and start running ads via Business Manager / Ads Manager ! We will see this step in detail in step 3.
Step 2: Promote your posts with the right hashtags
Another thing that happens every time I take control of a company’s Instagram account: business owners have no idea how to reach more people , and they often underestimate hashtags thinking they are a frivolous thing they want nothing to do with.
But the fact is that hashtags are the best way to reach more people organically on Instagram . Switching to a business profile gives you the ability to see, on each post, how many impressions came from hashtags and how many of the accounts you reached were not following you when they saw your post. When you learn to use hashtags wisely, the numbers will skyrocket.
The “ hashtag search ” is a bit ostentatious thing to say, but it sounds good to customers and it is certainly effective in practice. The research process is quite simple. Go to Discover > Search > Tag and search for terms related to your niche. You will then see how many posts have used that hashtag . When you use that hashtag in your post, it will be added to the list and count.
The secret is to use a combination of hashtags with a high publication volume and a relatively lower publication volume. The reason is that the “ lower volume ” variety are often just as (if not more) relevant and using them gives your post a good chance of being seen and from a very specific and interested audience.
Establish a unique personal style (which is different from your other social networks ) and use tools to schedule the publication of your posts weeks in advance, leveraging Instagram Insights to post at the best times. Instagram is a great place to be playful and show your brand personality while showing the creativity and usefulness of your products. Include calls to action that prompt you to click in the “ link in bio ” and make sure you change that link frequently to stimulate clicks.
Step 3: start running ads
Another thing I’ve often heard: “ I have a very tight budget and I want to make the most of it “. Many entrepreneurs think that having a tight budget keeps them out of the competition of Instagram ads and this couldn’t be further from the truth
When done effectively, Instagram advertising even if low budget will earn you more than organic campaigns. And I know what you’re thinking: unless I pay someone to do it for me, aren’t organic campaigns free? Yes . But Instagram ads have the potential for insane ROI, so if you do them right, you’ll get your money back with a lot of interest.
To to really get the most out of your investment, you’ll have to resist the urge to simply tap “ Promote “in the Instagram app. The interests and demographic targeting will be super limited and you will not have access to custom audiences, with which you can remarket for Instagram users who have taken specific actions on your website and persuade them to buy that product they never bought.
Post your ads via Facebook Ads and edit your placements to only post them on Instagram. But take the time to set up your campaigns on Ads Manager.
This will give you access to Facebook’s vast choice of targeting options, as well as targeting campaign types. Reach and Brand Awareness , both of which allow you to show your ads to a huge number of low-cost users.
You can use traffic and engagement accumulated from these to create remarketing lists to convert potential customers later through conversion campaigns on Facebook and Instagram.
Step 4: use Instagram Shopping if you sell physical products
Instagram shopping is great. The only flaw is that you can’t use it if you sell services. In that case, don’t hesitate to move on to the next step. But if you are an e-commerce seller, Instagram shopping will be your best friend.
A brief explanation of how it works and how to configure it. Post shopping looks the same as organic posts, with the exception that when users “ tap to view products “, product names and prices are shown.
And when they click on the tags that appear, they are taken to a product detail page containing a description and call to action. From there, they can click to go to the landing page.
Manual targeting ( demographic, behavior, interest i) allows you to reach a very large base of new potential customers, and through product tagging, you can show those potential customers all the relevant details of your product, how it looks and how much it costs, this ensures that anyone interacting with your ad is highly qualified once your website arrives.
Step 5: collaborate with influencers
Influencer marketing has been on the rise for some time, especially on Instagram, and is particularly important as a means of promoting physical products. Why? Because putting your product in the hands of an influencer gives it credibility with a large, loyal and completely new audience.
There is an abundance of millennials who have managed to become influencers on instagram, they grew up using the app and have an inherent understanding of how to leverage it to build and maintain a loyal following. There are thousands of these little celebrities on the app and for a very reasonable price (most influencers sponsor for prices around € 5 – € 10 per 1,000 followers ) you can use their image to put your product in the spotlight.
This means that, for example, if you only want to spend 50 € -100 € for an influencer marketing campaign, you could afford an influencer with around 10,000 followers . There are 10,000 people who did not know your product before. And again, since you are paying for the influencer’s credibility towards his followers, this can be a more effective strategy than, for example, spending € 100 on an Instagram ad campaign that reaches 10,000 people.
Selling on Instagram means buying
To really reap the rewards that Instagram offers and to convince users to buy what you are trying to sell, you must first buy advertise on the platform and work hard to create a good profile. Don’t let a limited budget discourage you from investing the initial expense to publish ads, buy influencer posts or even pay for organic campaign management. If done wisely, these five steps can help you earn serious money from Instagram sales.