The mall is out. Shopping on social media is in. And you may not be able to buy a soft pretzel or smell free samples of perfume on Instagram (yet<\/em>), but IG is making its case for being the go-to sales channel in 2024.<\/p>\n Selling on Instagram embraces social shopping<\/a>, the practice of selling products directly on social media. A 2023 survey<\/a> by Rakuten Insight in India found that 74% of women and 68% of men prefer shopping on Instagram to shopping on any other app (sorry Facebook, Youtube and TikTok). And another 2023 report<\/a> by PYMNTS.com concluded that 21% of the consumers that use Instagram to browse goods and services end up purchasing the products they find.<\/p>\n Selling on Instagram pays<\/a>\u2014especially when you\u2019re using the best practices<\/a>, expert marketing advice and kickass ads. Here\u2019s how to get started.<\/p>\n \t\t\t\t\t\t\t\t\t\t\t<\/p>\n Bonus: Download a free checklist<\/span><\/strong> that reveals the exact steps a fitness influencer used to grow from 0 to 600,000+ followers on Instagram with no budget and no expensive gear.<\/p>\n<\/p><\/div>\n<\/p><\/div>\n<\/p><\/div>\n Instagram has a shopping feature<\/a> built right into the platform, so you can set up your own virtual store within the app itself. Instagram Shops are for physical items only\u2014brands can advertise, tag and drive sales through their Instagram Business account.<\/p>\n Take this pot small business, for example (the ceramic kind, obviously\u2014the other kind is against IG\u2019s branded content policy<\/a>).<\/p>\n Brands can use an Instagram Shop mainly for marketing purposes (as in, Instagram will direct users to a third-party site through which they can purchase the item) or the Instagram Shop can be a one-stop\u2026well\u2026 shop. Eligible businesses can actually set up their Shop to take payments through the app, so there\u2019s no need to direct to a third-party site. (Plus, it makes for a truly seamless social shopping experience.)<\/p>\n We have a step-by-step tutorial on how to set up your Instagram Shop later in this post\u2014keep browsing.<\/p>\n Once you\u2019ve set up your Instagram shop and added products to your catalog, you can then tag those products in your posts. Instagram shopping tags appear the same way regular tags do, and when users tap the tag, they\u2019ll be directed to your shop for more information.<\/p>\n According to a study conducted by Instagram<\/a>, using product tags can increase your sales by up to 37%.<\/p>\n This post from Smartwool uses a shopping tag to market an item that\u2019s on sale. You can tag your products directly in your Instagram posts when you use Hootsuite\u2019s Composer<\/a>.<\/p>\n Shopping tags aren\u2019t just for brands: creators can use them too, meaning that fans of your company are able to spread the word about your products through shopping tags.<\/p>\n Surprise, surprise\u2026 investing some money into your Instagram strategy can dramatically improve your performance on the platform.<\/p>\n Instagram ads<\/a> are paid-for posts, Reels, and Instagram Stories that target specific groups or communities on the app\u2014for example, a New York-based bar might pay to have their content show up in the feeds of 21+ locals, or a dog food brand might pay to appear in the feeds of dog owners.<\/p>\n Ads show up as \u201cSponsored,\u201d like in the example above and usually include a call to action. There\u2019s many types of Instagram ads<\/a>, so make sure to do your research before laying down that credit card info. Use shopping tags (see above point) in your ads so Instagram users can easily find your products.<\/p>\n Even if you don\u2019t sell physical products, you can still use Instagram to market your brand. Instagram Shops aren\u2019t a fit for everyone, but Instagram as a platform is very effective for spreading the word about your business (check out these Instagram demographics<\/a> to see who is using the app).<\/p>\n From fashion brands to tourism companies to nonprofits, businesses in just about every industry are investing in marketing on Instagram. One 2023 study by Statista<\/a> found that the average brand posts on Instagram about five times per week (sports teams post the most\u2014an average of 15.6 times per week\u2014they\u2019ve really got their heads in the IG marketing game).<\/p>\n Source: <\/em>Statista<\/em><\/a><\/p>\n We\u2019ve masterminded an Instagram marketing strategy<\/a> that you can incorporate into just about any brand. You can use influencer marketing<\/a>, user-generated content<\/a>, contests or giveaways<\/a> and more.<\/p>\n To set up an Instagram Shop, you must be using an Instagram Business profile. If you\u2019re using a Creator or Personal account, your first step is to make a switch.<\/p>\n Switching to an Instagram Business account is easy and free. First, go to your profile and select the menu button in the top right corner. Then, tap Settings and privacy<\/strong>.<\/p>\n Next, tap Creator tools and controls<\/strong>. (If you\u2019re using a personal account, go to Account Type and Tools.)<\/p>\n Psst: If this button says <\/em>Business tools and controls<\/em><\/strong>, good news\u2014you\u2019re already using an Instagram Business account. Pat yourself on your business back.<\/em><\/p>\n From there, hit Switch account type<\/strong>. (Or, Switch to professional account<\/strong>.)<\/p>\n And finally, select Switch to business account<\/strong>.<\/p>\n To launch your Instagram Shop, head to Meta\u2019s Commerce Manager<\/a>. This is a desktop-friendly tool that manages both Instagram and Facebook shopping, and it\u2019s the simplest way to get started.<\/p>\n First, select Create a shop<\/strong>. If you want to get a feel for the system before diving right in, you can create a test shop first (but for now, test shops are only available for Facebook shopping, not IG shopping).<\/p>\n You\u2019ll start by entering some general info, like the name of your shop and your company\u2019s website.<\/p>\n This next step is optional\u2014if you\u2019re already using a third party e-commerce platform for your business (like Shopify, BigCommerce or Feedonomics) you can connect your Instagram shop to that platform.<\/p>\n If you don\u2019t use any of the options listed, click (wait for it) I don\u2019t use these platforms<\/strong>.<\/p>\n Source: Meta<\/em><\/p>\n Then, you\u2019ll select the method you want your customers to use to check out. There\u2019s two options here. First, your customers can check out via another website (usually your company\u2019s website). That means that customers will be able to browse your products on Instagram or Facebook, but when it comes to the actual handing-over-the-money part, they\u2019ll be directed to another site to seal the deal.<\/p>\n Or, your customers can check out directly through Instagram or Facebook. This option means there\u2019s one less step for customers to take when buying your products (they won\u2019t be directed to another site) but it\u2019s not available everywhere\u2014for now, only eligible U.S. businesses have this option.<\/p>\n Source: Meta<\/em><\/p>\n Next, you\u2019ll select the countries that you will ship to. Note: Instagram Shops aren\u2019t available everywhere (here\u2019s a list of all the countries<\/a> that are currently allowed to get their shop on).<\/p>\n Source: Meta<\/p>\n And with that, you\u2019re ready to set up a product catalog.<\/p>\n To start your product catalog on Instagram Shops, continue using the Commerce Manager<\/a> (you can also do this directly through the Instagram app, if smaller screens are your jam, you freak).<\/p>\n You\u2019ll begin by deciding how you want to add products to your catalog. You can do this manually, by using a spreadsheet full of data or through Meta Pixel<\/a>. In this example, we\u2019ll show you how to do it manually.<\/p>\n To add a product, simply fill in each field show on the Commerce Manager\u2019s product catalog page. You\u2019ll need a product title, description, website link and price (oh, and a photo, or course).<\/p>\n Once you\u2019re finished entering this information, click \u201cUpload items.\u201d Bam\u2014you\u2019re open for business.<\/p>\n Your goods are good to go, but your audience might not know that. So once your products are available, it\u2019s important to use Instagram marketing to amplify your brand.<\/p>\n Source: Instagram<\/em><\/p>\n You can do this through using Shopping tags in your feed posts, like in the post above\u2026<\/p>\n \u2026or creating an Instagram ad, like this brand did\u2026<\/p>\n \u2026or even hosting a contest or giveaway to celebrate the opening of your Instagram Shop. Need more deets? Good news, the next section of this blog post is all about marketing to the max.<\/p>\n As we mentioned earlier in this post, investing some money into your Instagram marketing strategy pays off. Ads are essentially eye-catching posts that target specific demographics, and businesses can pay Instagram to show their content to a specific group.<\/p>\n Paying for Instagram ads will ensure that your content is seen\u2014you may find that your regular posts might not be getting much attention, and that\u2019s because Instagram\u2019s algorithm<\/a> decides how every post ranks. Ads are one way to hack the algorithm (hey, maybe money can solve all your problems).<\/p>\n Don\u2019t underestimate the power of influencers. Just like the release of Stephen Spielberg\u2019s E.T.<\/em> increased Reese\u2019s Pieces sales by 85%<\/a> (that\u2019s a fun fact you can use at parties, you\u2019re welcome), a thoughtful partnership with a beloved influencer can have a serious impact on your business.<\/p>\n Here\u2019s an example of a hardware store partnering with an influencer couple (risky business, when many relationships end due to building furniture).<\/p>\n And this footwear brand partnered with an athlete to launch a new sneaker.<\/p>\n According to Statista<\/a>, the global influencer market size is projected to reach 22.2 billion U.S. dollars by 2025. So if working with influencers feels alien to you, now is the time to learn<\/a>.<\/p>\n Unlike email or (gasp) the telephone, Instagram is in a unique space when it comes to being a medium for customer service. So many people are already using the app (roughly two billion every month<\/a>); it makes sense to communicate with your customers on a platform that they\u2019re constantly keeping up with.<\/p>\n For example, try using auto replies<\/a> when it comes to direct messaging. This way, you can easily respond to frequently asked questions (you\u2019ll never have to type out a response to \u201cWhat is your return policy?\u201d ever again) and make sure that your customers know that you\u2019re listening, even if you\u2019re not watching your inbox 24\/7.<\/p>\n Speaking of inbox\u2014using Hootsuite\u2019s Inbox 2.0<\/a> is the best way to keep up with your messages and make sure you\u2019re delivering the kind of sparkling customer service that would inspire even the grumpiest customers to leave a glowing review.<\/p>\n If you\u2019re not selling products directly through Instagram Shops, you can direct customers to your own ecommerce website using your link in bio<\/a>. Your link in bio is located within your Instagram profile, and can bring users to any single web page\u2026 so choose that link wisely.<\/p>\n4 ways to sell on Instagram<\/span><\/h2>\n
Instagram Shops<\/h3>\n
![\"Lous](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-shop-example-2-620x1204.jpg?resize=620%2C1204&ssl=1\")
<\/a><\/figure>\nInstagram Shopping tags<\/h3>\n
![\"Smart](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-shop-example-11-620x1060.jpg?resize=620%2C1060&ssl=1\")
<\/a><\/figure>\n![\"Adding](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2022\/11\/Creating-shoppable-Instagram-post-in-Hootsuite-Composer-620x493.png?resize=620%2C493&ssl=1\")
<\/figure>\nInstagram ads<\/h3>\n
![\"Maryn](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-shop-example-13-620x1065.jpg?resize=620%2C1065&ssl=1\")
<\/a><\/figure>\nMarketing on Instagram<\/h3>\n
![\"Statista](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Statista-study-of-average-number-of-posts-per-week-for-brands-on-Instagram-620x596.png?resize=620%2C596&ssl=1\")
<\/a><\/figure>\nHow to start selling on Instagram: 4 steps<\/span><\/h2>\n
Set up an Instagram Business account<\/h3>\n
![\"Settings](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Business-Account_1-620x1342.png?resize=620%2C1342&ssl=1\")
<\/a><\/figure>\n![\"Creator](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Business-Account_2-620x1342.png?resize=620%2C1342&ssl=1\")
<\/a><\/figure>\n![\"Switch](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Business-Account_3-620x1342.png?resize=620%2C1342&ssl=1\")
<\/a><\/figure>\n![\"Switch](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Business-Account_4-620x1342.png?resize=620%2C1342&ssl=1\")
<\/a><\/figure>\nUse the Commerce Manager to create your shop<\/h3>\n
![\"Choose](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop_1-620x348.png?resize=620%2C348&ssl=1\")
<\/a><\/h3>\n![\"Partner](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop_2-620x314.png?resize=620%2C314&ssl=1\")
<\/a><\/figure>\n![\"Checkout](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop_3-620x693.png?resize=620%2C693&ssl=1\")
<\/a><\/figure>\n![\"Where](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop_4-620x370.png?resize=620%2C370&ssl=1\")
<\/a><\/figure>\n\u00a0<\/h3>\n
Add products to your catalog<\/h3>\n
![\"Choose](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop-product-catalog_1-620x351.png?resize=620%2C351&ssl=1\")
<\/a>Source: Meta<\/em><\/p>\n![\"Commerce](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/How-to-set-up-an-Instagram-Shop-product-catalog_2-620x320.png?resize=620%2C320&ssl=1\")
<\/a>
Source: Meta<\/p>\nMarket your products<\/h3>\n
![\"Nueza](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-shop-example-12-620x1057.jpg?resize=620%2C1057&ssl=1\")
<\/a><\/figure>\n![\"Soja](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/word-image-463275-16-1-620x968.jpeg?resize=620%2C968&ssl=1\")
<\/a>
Source: Instagram<\/p>\n11 tips to sell more on Instagram<\/span><\/h2>\n
Run Instagram ads<\/h3>\n
![\"Monos](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-shop-example-16-620x970.jpeg?resize=620%2C970&ssl=1\")
<\/a>
Source: Instagram<\/em><\/p>\nWork with influencers<\/h3>\n
Treat Instagram as a customer service channel<\/h3>\n
![\"Instagram](\"https:\/\/i0.wp.com\/blog.hootsuite.com\/wp-content\/uploads\/2024\/04\/Instagram-auto-reply-620x500.jpeg?resize=620%2C500&ssl=1\")
<\/a>
Source: Instagram<\/em><\/p>\nDrive traffic with a link in bio<\/h3>\n