As we officially usher in autumn this Wednesday, the holiday season is undoubtedly upon us. Most retailers have their orders in by now, or will soon be finalizing them, and even shoppers have begun to think about their holiday lists.
As the last couple of years have shown us, a digital shopping presence is more vital than ever, and an Instagram shop is one of the best ways to have one. The platform’s business accounts can set up a shopping function to sell their wares directly in the app, allowing shoppers to push the purchase button when they see something they like.
The social media giant recently shared some tips on readying your Instagram shop for the holidays. Here’s a summary of what you can do to prepare.
Care for your photos
Just as with your brick-and-mortar storefront, it’s important to keep your Instagram shop refreshed and relevant as the holidays get underway. Be sure to include any featured items and special sales at the forefront of your digital display. Speaking of digital display: Product photography is a must. While 40% of respondents to an Instagram survey said they’d be more likely to purchase from a brand that showcased raw, real images, it’s still a good idea to have a polished arsenal of images that do your products justice.
Update your catalog
Your Instagram catalog is like a digital inventory of all items you have available for sale on the app. Information such as product details, prices, SKUs, and more should be listed here. Instagram recommends using only one catalog—so merge multiple catalogs if you have them—and ensuring it has the most up-to-date inventory, with all necessary fields filled out completely.
Use product tags for shoppable content
Similar to the SEO you use on your retail website, Instagram’s product tags are an important way to ensure you reach your desired audience. You can add product tags anywhere you post content: your feed, your stories, Reels, and even in your advertisements.
Curate the experience
We talk a lot about the in-store experience that retailers can offer their customers, but digital experience is important too. While in-store manicures and weekly happy hours aren’t possible online (though Zoom happy hours are an option), a seamless shopping experience, organized in a way that allows people to find what they’re looking for, is a good alternative. On its blog, Instagram gives the examples of grouping products by stocking stuffers for under $20 or gifts for the bookworm. Get creative and provide your own narrative for what you’d like to showcase by using the Collections feature on your Instagram shop.
Instagram offers how-to videos for all the above recommendations on its business blog, here.
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