Updated: Jun 27, 2018
We still can’t get that clickable link within an Instagram photo caption, but we do now have a way to sell products directly from Instagram Stories! As of June 13th, online retailers can tag and link directly to products featured on their Instagram stories to their Facebook store. This is great news especially for ecommerce brands. With this subtle shift in the way brands can use this feature, here’s what you need to know:
The Perfect Place to Marry Product and Story
Until now, Instagram’s primary use for Instagram Stories was to give brands a platform to engage users through disappearing 24-hour stories. Now, each tagged story can as a conversion point leading directly to a sale. This is great news for those who are able to intertwine their brand story with their products! A few content ideas for ecommerce brands include;
- A stop motion video of the product on a journey in the wild
- Fan photos of the product (Don’t forget to give a shot out the person who submitted the photo!)
- An unveiling of a new product or feature
It’s important to note that just because you can now add product features to Instagram stories, doesn’t mean you should.. or at least every single time. Your simple product photo with a white backdrop will get old after a while, so it’s best to make your brand story the star of your show, not your product.
This Feature Isn’t for Everyone
If you are not an ecommerce store that has a shoppable Facebook page, this feature probably won’t be available to you. And just like some ecommerce brands still don’t have access to tagging products in their in-the-feed posts, the same will be true with this feature. Typically brands with more than 20,000 fans, who have a dedicated Facebook rep, utilize Facebook advertising weekly, and have set up an online Facebook store will be the one’s who can take advantage of this feature.
Put More Focus on Social CRO
Because users do not leave the app when they make the purchase, businesses have a unique chance to sell multiple, differentiated products without extra conversion points or “friction.” Even E-Bay users have to click several times to add a second product to the shopping cart. Fewer conversion points mean less cart abandonment. For products mainly sold through social platforms, it may be more profitable to focus CRO (Conversion Rate Optimization) efforts on your Facebook store, and not just on your website and landing pages.
Step Up Your Community Management Game The expected response time for complaints and questions on social media platforms is much lower than the expected response time for your website. This new feature could necessitate more investments in real-time social media presence… which is great news. The personal touch point you add when responding to messages means more personal interactions with potential buyers. Customers expect brands to follow up with them on social media within a 24 hour period or less!