E-commerce has gradually established itself on social platforms in recent years. Shopping addicts can keep shopping on Facebook Marketplace, Pinterest Shopping, and also Instagram Shopping since 2018. Social shopping has become a major channel for brands.
The platform generating a lot of buzz right now is none other than Facebook's subsidiary, Instagram, which keeps running test phases for its new features tied to Shop Ads.
And users' enthusiasm for these Shop Ads has a lot to do with it: 81% of users browse Instagram to discover new products and services (1), and more than 130 million accounts tap on Instagram Shopping posts every month to reveal product tags (2).
How do you set up Shopping ads on Instagram?
First, make sure you have a professional Instagram account.
Then connect your online store to your Facebook catalog, then connect it to Instagram.
Once approved by Instagram, all you have to do is create your shopping ads from Facebook Ads Manager (or directly from your organic posts), adding product tags.
Users can then click on the tags to display a detailed product page showing the price, a description, and a link redirecting to your brand's website to complete the purchase.
You're now ready to create your Shopping ads on Instagram! Note that it's important to clearly define your business goals and your target audience up front in order to reach the most qualified audience.
That way, you can select the best format (image, video, carousel, collection ads) and placement (feed, stories, and the new Shopping Explorer, available since late August 2021! ).
We can help you set up your Instagram Shop Ads campaigns!
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What benefits do Instagram Shop Ads offer advertisers?
Users are looking for inspiration; they want to find new products, and the highly visual format Instagram offers is perfect for sparking their interest!
Today we can see that a customer's buying journey is increasingly complex and fragmented. Thanks to the Shopping Explorer tab, shoppers can save their favorite products and come back later to continue shopping, and also share them with their contacts. Brands can then increase their conversions.
Suggestions are also shown to users based on their activity in the app. This lets advertisers broaden their audience and encourage interactions with their brand's products.
Thanks to custom audiences, advertisers can retarget users who have interacted with their brand in the past (clicking a tag, viewing a product, visiting the website) or reach an audience with a profile similar to their buyers. So it's well suited to reaching a more qualified audience.
To sum up, Instagram Shop Ads make users' buying journey easier and, in turn, boost conversions. Brands can reach a new, more qualified audience, spark interest, and drive action!
While Instagram is rolling out several beta features (in the United States in particular) for its shopping campaigns (integrating Shop Ads into Reels and IGTV, in-app checkout), other platforms are joining the social shopping race with beta versions, such as TikTok or Snap, to reach shoppers directly at their sources of inspiration.
Would you like support with Instagram, or more broadly with your digital marketing strategy? Feel free to get in touch!
(1) BDM Sources: Instagram / Omnicore / Statista / Hootsuite / Social Pilot / We Are Social - Hootsuite
(2) (Instagram internal data, March 2018)
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