A few weeks back, Instagram users noticed a few major changes in the latest update. The button used to add a new post, once situated in the bottom center of the screen, has been pushed to the top left corner. In its place is a “Reels” button, undoubtedly the company’s response to the increasingly-popular social media app, TikTok. Likewise, the heart-shaped notifications icon has moved to the upper right corner, and in its old spot? A shopping bag. If you’re an e-commerce store, this is big news. Instagram is pushing its in-app shopping like never before, and it’s important that online stores take full advantage of this update.
When users open the Shop page, they’ll see a large “Shop Directory” section, inviting them to discover shops suggested for them based on their interests and the people they follow. Click on this, and they’ll have easy and immediate access to some of their favorite creators’ merchandise. Scroll further down, and users will see a curated feed of suggested products, stores, and user posts that include products to purchase. Instagram users can track orders, add to a wishlist, search brand collections, and read through editors’ picks.
The Shop page is enabled through Facebook Pay, allowing customers to save their card information within the app for quick and easy purchases in the future. Sellers can connect their store to their business profile, so that customers don’t have to exit the app to make a purchase. This convenience comes at a small cost to business-owners; there is a selling fee for purchases made within the app.
If you’re an e-commerce site with a social media presence, you should absolutely consider selling on Instagram, especially if you have a large following on the app. To get started, make sure that you have a business profile. Then, sign up for Instagram Shopping in your settings. Once that’s set up, you’re ready to advertise your shop on the platform!
Instagram’s in-app shopping is certainly a major focus of the new update, but it’s not the only big change. As we mentioned in the beginning, Instagram’s new Reels feature is a clear response to TikTok, and just like the competing app, it allows users to record short videos and then apply a myriad of filters and effects. Though not an official measurement of reach by any means, you’ll find plenty of anecdotal accounts from Instagram users who swear that they’re reaching far more people with Reels than with Stories and regular posts. Whether this is true remains to be seen, but in any case, Reels offer an additional way to reach your followers; it’s worth using them to further extend your reach and bring people to your store. They’re easy to make, and unlike Stories, they don’t disappear after 24 hours.
Many influential Instagram users also claim that the weight of likes and comments in the eyes of the Instagram algorithm has dropped dramatically; saves and shares are much more likely to get your post on the Explore page. Again, while this is largely anecdotal, it’s still a good idea to make content that people want to share, if only to reach more potential customers. Consider hosting a contest where people must share your post and tag a friend to participate!
Although Instagram is putting its shopping features front and center, making it easier than ever for customers to make a purchase, you can make it even more accessible. When you post product images and videos, add product tags so that followers can find the relevant merchandise with one tap of their screen. Don’t limit yourself to regular posts, either; Instagram Stories are a great way to advertise new releases, sales, and limited-edition merchandise. Finally, don’t forget relevant hashtags! Hashtags continue to be one of the easiest ways for people to find posts that they’re interested in, so never leave them off a post.
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As e-commerce becomes an increasingly vital part of any successful business, it’s important that your online store is effectively using social media channels to advertise and sell products and services. If you need help with your paid social ad spending, or other paid social endeavors, reach out to Relevance Advisors today for a consultation. Our team of experts is always delighted to help stores like yours grow.
TikTok, a popular social media app, was released in September 2016. Since then, it has truly taken the world by storm, with over 730 million user downloads in 2019 alone. Given its increasing popularity, it’s important for e-commerce brands to consider the app when thinking about their social media presence.
TikTok is a social media app with about 850 million active monthly users that allows people to record and share short videos overlaid with various effects, filters, texts, and sounds. Users can also livestream and interact with their followers through the comments. It’s a vibrant and ever-growing platform featuring anything from comedy sketches to political commentary to dance routines, and content creators are flocking to the app to share their productions and find other creators they’re interested in.
TikTok for Business claims to drive website visits, app installs, and online sales, using smart targeting to make sure that your ads are seen by the right people. Touting over 150 markets worldwide and a flexible budget for businesses big and small, TikTok assures that its platform is easy and intuitive for an advertiser, no matter their expertise.
Another unique aspect of TikTok is its user base, which is overwhelmingly made up of Millennials and members of Generation Z. If your brand is looking to connect with the next generations, TikTok is undoubtedly the place to advertise.
Here are some of the main ways to show your image or video ad on TikTok.
TopView is a video first format, referred to by the app as “TikTok’s most premium real estate”. With this method, you get up to one minute of full-screen, long-form video advertising, audio included. With nothing but your ad on the screen, it’s distraction-free until the user swipes away.
Brand Takeover takes up the full length of the screen as well, the difference being a lack of audio and a shorter video time. You get 3-5 seconds to show off your brand, making it imperative that you hook your audience immediately with a strong visual message. Static and dynamic displays are available.
In-Feed Ads appear in the home “For You” feed as users swipe through content. Like TopView ads, you get 60 seconds of video with audio included. Unlike the other advertising methods, users can interact with your ad by liking, commenting, sharing, or using your audio to create their own content. Of all the advertising methods, this one feels the most organic, and when done correctly, you can encourage user-generated content that will expand the reach of your brand’s message far beyond the ad itself.
Two other methods for advertising on TikTok involve using features of the app, specifically hashtags and effects. Encourage users to create content using a branded effect or a particular hashtag, and your challenge might just go viral. There’s also plenty of opportunities to collaborate with influential creators on the app. Plenty of influencers promote sponsored brand deals or participate in company contests and challenges; it’s worth seeing if there’s someone out there who would be a good representative for your brand.
“Launch an ad in minutes,” reads TikTok’s website. There are four simple steps.
First, you must select an objective. Which type of conversion are you trying to drive? Perhaps you’d like to increase traffic to your website, or encourage more installations of your mobile app. Select the objective that makes sense for your business, then continue.
Next, it’s time to set your budget and bidding method. In addition, you can select your targeting method. Consider who you are trying to reach and define your target audience within the app. TikTok will take care of the rest.
Now it’s time for the ad itself. Upload your creative (photo or video) and then add the copy and call-to-action. As with any advertising campaign, make sure your imagery and copy are engaging, succinct, and relevant to the people you are trying to reach.
Finally, submit your ad for review! It’s really that easy.
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TikTok continues to grow as one of the most popular social media apps out there, making it an incredibly important part of any e-commerce store’s paid social strategy. If you need help with your paid social presence on major social media platforms, reach out to Relevance Advisors today for a consultation. Our team would love to hear from you.
Instagram has millions of users worldwide, making it a must for any business looking to improve its social media presence. Though known as a platform for posting pictures and short videos on a permanent feed, the app offers another way to share content that you may have overlooked.
Instagram Stories were introduced back in 2016. The idea behind them is simple; photos, musings, drawings, GIFs, and other forms of self-expression can be shared on Stories, which are confined to a separate feed from regular Instagram posts and disappear after 24 hours. Stories are increasingly popular, and if you own an e-commerce business that’s looking to increase its following and engagement on Instagram, you absolutely must take advantage of this feature.
Here are the best ways to take advantage of the Stories feature on Instagram.
While certainly equipped to show well-produced, quality content, Stories are more often used by people and companies alike to share informal, spur-of-the-moment content that is better suited for the temporary format they provide. Doing a photoshoot for a new product? Give your followers a behind-the-scenes look, show them the studio, share some pictures that didn’t quite make the final cut. Bonus footage and exclusive content are things that your biggest fans are sure to enjoy, and they might even share with their own followers!
Do you have a limited time offer? Are you hosting a 24-hour sale? Instagram Stories are the perfect place to announce this type of time-sensitive information! You can share coupon codes and information, sure, but you can also provide platform-exclusive deals that can’t be found anywhere else. This further encourages people to look out for your Stories in the future.
If you’re looking for other ways to attract followers to your Story, invite them to participate in Q&As or tag you in posts that can be shared on your feed! Q&As are great because they allow you to interact with your followers directly as a person, not a brand, and they double as a way to inform customers about your products and company history. You can share questions and answers on your Story, so everyone is in the loop. Sharing posts you’re tagged in is also a great way to encourage organic, user-generated content. Alternatively, create a hashtag and share posts that use it in their captions.
Looking to get even more personable with your audience? Instagram Story content doesn’t have to be pre-made; you can livestream on the platform as well. Whether you’re hosting a seminar or a live Q&A, Instagram Live is an opportunity to talk in real-time with your fans and followers. You can see how many people are viewing your livestream at any given time, and users can share comments and reactions that appear on your screen as they’re posted. This gives you the chance to have an instant and public discussion with the people who care about your brand, which is great for transparency and engagement.
Did you know you can advertise on Instagram Stories? It’s easy to do, and you can even use content you’ve already posted! Like other forms of Instagram advertising, all you have to do is define your objective and audience, and then ensure that you’ve elected to advertise on Instagram Stories. These ads will appear in the same format as regular Stories- vertical and full-screen. In addition, ads are not limited to one snapshot; you can have up to three Stories in a row for one advertisement.
As users swipe through their feed, your Story ad photos will appear, along with a call to action to visit a post or website of your choosing. For example, if you want to advertise a new product, your first Story can be a photo of the product, followed by text explaining the product in more detail, and then finally a coupon code offering an exclusive discount to people who click the link on your ad! Instagram Story ads offer a lot of versatility, so be sure to experiment to see what works best for your business.
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E-Commerce businesses should take full advantage of social media platforms like Instagram to promote themselves. If you’re looking to expand your paid social presence on this and other platforms, contact Relevance Advisors today for a free consultation. We look forward to hearing from you.
At Relevance Advisors, one of our core values is “Love What You Do,” so it’s no secret that we love digital marketing. On this Valentine’s Day, we’re giving you the inside scoop on what we do and why we love it. In a chocolate-covered nutshell, it’s our job to drive customers to our clients’ sites, grow their businesses, and increase their return on digital marketing investment. We strive to serve your needs and your customers’ needs while focusing on results and long-term success.
Think of us as the matchmakers of digital marketing. We help customers find the perfect business for their needs while businesses find the type of audience that is already in search of their product or services. Here are the top 5 ways we help companies and consumers achieve this.
When searching online, it’s easy to choose the first result that pops up. In many cases, the first results under the search bar are paid ads. With potential customers already searching for your products and services, we can drive traffic to your site and help these customers find you. Google Ads estimates that businesses get $8 in profit for each dollar they spend on Google Ads. We love helping you get the most value for your hard earned dollar, and we do that best in paid search marketing.
Although some paid ads display organic search results, search engine optimization (SEO) is a great way to make sure your site is found by potential customers who are looking for the specific products or services you offer. A BrightEdge study found that 51% of website traffic is from clicks in organic search results. We understand the way search engines operate and we can ensure your site is as competitive as possible when it comes to search result rankings. What’s not to love about that?
Having ads that drive traffic to your business is one thing, but understanding the data behind search and engagement behavior can help you reach your target audience. Using Google Analytics, we can gain consumer insights like the demographics of your audience, what they’re searching for, and which pages are being visited most or least. When we use analytics to find what your potential customers love, you can understand how best to maximize your keywords and landing pages so that your campaigns can bring in the most traffic and conversions.
With the ever-growing number of social media users, advertising on social media platforms is one of the fastest and most effective means of contact between your company and the larger audience of the internet. According to Pew, 79% of American internet users are Facebook users. Companies like Airbnb utilize sites like Facebook for their ads to emphasize “experiences” versus a mere place to stay. Ads and sponsored posts that are tailored to your social media accounts will attract the kind of audience that loves your brand because you are able to more effectively show the value your product or service brings to consumers.
Working in e-commerce can be difficult when you’re competing against what seems like an infinite number of online storefronts. But by utilizing Amazon’s marketing platform, we can optimize seller listings and profits by utilizing this unique algorithm (known as A9). For instance, their rules state that customers can only find your products if their search inquiry is matched to the product's keywords. Intentional marketing will help keep you ahead of the curve when it comes to online commerce and your customers will love how streamlined ordering from your company on Amazon will be.
