Instagram Shopping Playbook: 4 Tips to Make Your Content Convert

As of 2021, Instagram has 1 billion users worldwide. The platform has grown exponentially and has become a staple marketing channel for today's merchants. Since the launch of Instagram Shopping in 2017, consumers can discover new products and view product detail pages to learn more.

With the implementation of Checkout on Instagram, shoppers can make a purchase without leaving the Instagram app. This feature is available to all BigCommerce merchants in the US, offering a convenient and seamless path to purchase across channels. To leverage the opportunity available through Instagram Shopping, merchants need to be strategic about creating content that drives conversions. This playbook provides top tips for creating successful content.

For those not yet set up with Instagram Shopping via BigCommerce, follow these instructions to get started.

#1: Use Product Tags Frequently

Every month, 130 million people tap on product tags to learn more about brands on Instagram. Product tags enable merchants to highlight products from their BigCommerce catalog, helping customers learn about what they are selling. Using product tags is essential for giving shoppers an easy way to find a brand and make a convenient purchase. Product tags should be a part of your baseline Instagram strategy, leveraged whenever posting images of products.

Pro Tip: Facebook recommends posting images with product tags at least five times a month. Tagging in posts, Reels, and Stories is encouraged for creativity.

When shoppers tap a product tag, they are redirected to a product detail page. This page shows relevant information about an item, including pricing, descriptions, and media (photos and videos). Product detail pages aggregate all media where the product is tagged on Instagram, allowing shoppers to see how to utilize a product.

"When we started tagging our products, we saw a huge increase [in engagement] because [the response was], ‘Oh cute. I like that look. I want that for my niece, my grandma or brother.' Then click... and people loved it because it took them immediately to where they wanted to go versus searching."

— Rachel Smith, Founder of Pride Socks

Visual Description: The image displays a mobile phone screen showing an Instagram post from the user "pridesocks". The post features a person wearing a yellow t-shirt and colorful striped shorts. Product tags are overlaid on the clothing items: "Crop Top- Be Kind" ($28), "Retro Red/Gold Shorts" ($24), and "Rainbow Rising- Unisex" ($14). The caption reads: "pridesocks: Your next outfit is complete. Head over to @shop_atown if you're in Austin or click the pic and get it online. #shoplocal". Below the image are Instagram interface elements like likes, comments, share, and save icons. A prominent button reads "Checkout on Instagram".

How to tag your products on Instagram:

1. Enable product tagging. When creating a post, tap "Tag Products" to open the tagging menu and turn on this feature.
2. Tag your product. Tap the photo you wish to add product tags to, and select your BigCommerce catalog. Avoid overcrowding the content with tags so items are clearly visible.
3. Review before publishing. Check the selected product tags, then tap “Done” to return to the feed post creation page.

#2: Keep Your Catalog Up to Date

A robust product catalog is necessary for using product tags on Instagram and achieving success. Consider the shopper's perspective: they see your post in their feed or discovery, want to learn more, and tap the image. They then see the product tag and advance to the product detail page.

Important things to consider when updating your catalog:

• Inventory: Only products with available inventory can be sold. Update your catalog with accurate inventory counts and product category codes (for taxes) to manage sales effectively.
• Product names: Keep product names concise and consistent with your website.
• Product descriptions: Include item descriptions, length, materials, cut, and size considerations. For non-US sizes, include size conversions.
• Sizing: For products requiring sizing, ensure details are precise. If a product has multiple sizes, verify inventory for each.
• Pricing: Ensure pricing is accurate and consistent with your website.
• Shipping Fees: Set different shipping fees, including free shipping minimums, in your Commerce Manager settings.

Pro Tip: Shoppers can easily disengage if product detail pages lack sufficient visuals. Provide at least two photos of the product.

#3: Make Your Content Actionable

Consumers engage with shoppable posts and videos throughout the Instagram app. Regularly creating engaging and actionable posts about products across posts, Reels, and Stories can amplify reach and build shopping behaviors.

1. Use clear calls to action to inform consumers how to shop for your products on Instagram.
2. Update your Instagram profile to inform shoppers they can buy directly on Instagram. Phrases like "Start shopping below" can clarify this for visitors, especially new customers.

#4: Plan Your Posts Ahead

Identify cultural moments relevant to your brand and audience, and create content aligned with those moments. This proactive planning benefits upcoming product launches and announcements, helps establish emotional connections with customers, and builds brand affinity.

Resources to help you get started with Instagram Shopping:

• Meta Blueprint: Meta's official hub for educational content for Instagram and Facebook.
• Instagram Shopping Setup Guide: A checklist for opening an Instagram storefront.
• Checkout on Instagram Playbook: Tips and best practices for checkout on Instagram.

For expert insights on selling seamlessly across channels, download the 2021 Omnichannel Guide.