Hello! I’m Mattie, a Success Manager at Curalate. As a Success Manager, I help brands get up and running with the Curalate platform and provide continuous support, insights and best practices year-round.
Have you noticed recently that your favorite brands have made their Instagram images shoppable by adding a special URL to their profiles? While many consumers understand the functionality of this link, there are a number of things you could be doing to drive awareness around your shoppable Instagram gallery and jump-start engagement with your images. Since launching Curalate Like2Buy, I’ve worked with dozens of brands to make sure they get the most out of this important marketing solution. Here are five tips to effectively promote your shoppable Instagram gallery!
Tip 1: Make a Splash
As with any digital initiative, you need to let your existing community know that something great is coming. To drum up excitement, devote an Instagram post with a splashy announcement like House of Marley and Jansport. These announcements are fun, visible and get the point across quickly even for those followers who never read comments.
Worried about adding a graphical overlay to your Instagram images? Try it! A recent study of the top 1% of Instagram images conducted by Curalate found that one in every five posts features text overlay to illuminate a trend or communicate an offer. In other words, when used wisely, a few carefully chosen words can be highly effective.
Tip 2. Send an Email Blast
Another way to drive excitement around your shoppable Instagram gallery is to send an email to your existing clientele. Take this example from Dermalogica. Not only did they share the news (“Our Instagram is Now Shoppable”), but they also took advantage of this prime real estate to show their fans a short, visual tutorial of how to get started.
Tip 3. Include a Call-to-Action!
Seriously. Of all these suggestions, this one is by far the most important. Why? Because no one will remember your feed is shoppable if you don’t remind them constantly. Consumers respond to straight-forward commands. Tell them what to do, and they’ll be more likely to do it.
CTAs also allow you to set the expectation for which products are available when engaging with a particular image (e.g., “click the link in our profile to shop all our chairs” vs. “click the link in our profile to shop this chair”). This is especially important if that chair happens to be out of stock; to continue the conversation with a consumer that has elected to engage with your image, you can link to all your chairs instead, as long as you set that expectation with an accurate CTA.
Tip 4. Link to Everywhere
Instagram isn’t just about products; it’s about people, places, and passions. In short, don’t feel like you need to link to your products in every picture! Make it fun, and add variety. Link to your blog, your store locator, your Pinterest boards, your new office puppy’s Instagram account. Have a post that features a recipe, a product, and a special in-store event? Link to all three landing pages using multiproduct tagging.
Here are two other brands that do a great job of sending folks to pages that aren’t just product pages.
Chobani is leveraging Like2Buy to drive awareness around their latest UGC promotion, #basicandproud.
Travel Channel is linking to their travel guides.
Tip 5. No Image Left Behind
Even if the primary goal of an image isn’t to drive traffic, link it. Why? Because once your fans discover your shoppable Instagram gallery, they will end up browsing and clicking out multiple times on different images. The big difference is you don’t need to include explicit CTAs for these images – because that’s not the objective. But by including it within your shoppable gallery anyway, and linking to, say, your homepage or Pinterest account, your fans will have more content to engage with.