How To Boost An Instagram Post

How To Boost An Instagram Post

How To Boost An Instagram Post

How To Boost An Instagram Post

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See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

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Want to give your Instagram post a quick boost?

Whether that’s more likes on a selfie #noshame or to get your competition in front of more people, no judgement here.

 

Instagram, we all love it even when we hate it.

For either business or pleasure, it’s a great platform to get our creative content seen and the attention it deserves.

Selfies, product promotion, pictures of cute kittens, competitions and giveaways… we don’t need to sell you on the idea of it anymore, do we? 

If you’re here, that’s because you’re interested in looking at how to boost your Instagram post – and that might be for a number of reasons.

Is boosting an Instagram post worth it?

The answer, in short, is yes. It helps you to reach new audiences, moving you past a somewhat limited organic audience depending on the optimisation of your post.

In order for it to be worth the money though, you need to make sure you choose your target audience wisely based on your objective.

 

How much does it cost to boost an Instagram post?

Boosting a post on Instagram is a lot more cost-effective than you might think.

The minimum spend for Instagram posts is just £1 a day, with the duration (depending on your audience targeting) also being a minimum of just 1 day.

 

How do I boost an Instagram post?

Boosting your Instagram post will turn it into an ad, meaning it’ll appear on more peoples feeds as they scroll through their app whether they follow you or not if they match your audience targeting criteria. 

In order to do this you’ll want to:

  1. Go to your profile
  2. Tap the post you’d like to boost
  3. Below the post’s image, tap boost
  4. Select which goal you’d like from more profile visits, more website visits or more messages
  5. Define your audience by targeting people based on their location, their interests, their age and their gender
  6. Set your daily budget and duration (which is capped at £1000 daily for 30 days)
  7. Connect your Instagram account to a Facebook account (or tap skip)
  8. Complete your ad

Once completed, your ad will go under review before being put live – the timeline on this depends on a variety of factors outside of your control, so make sure you consider this.

You’ll then receive a notification when approved, and the ad will go live! 

 

How can I see the success of my boosted Instagram post?

If you’re doing all of this through Instagram’s app, rather than through Facebook Business Manager, then you can still gain analytics for the success of your ad.

On the post, head to ‘view insights’ and have a look where it will break down things like:

  • Engagement metrics
  • Promotion taps
  • Profile visits
  • Accounts reached
  • Follows generated
  • Audience breakdown
  • Budget tracking

 

So, that’s it really, it’s super-duper easy to boost an Instagram post, and totally worth to help achieve your objective for a small fee.

Have a go yourself, start small and work your way up!

 

 

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LinkedIn Message Ads: What Are They & How To Run Them

LinkedIn Message Ads: What Are They & How To Run Them

Google Ads Smart Bidding Explained

Google Ads Smart Bidding Explained

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Ever wanted to slide into peoples LinkedIn DMs en masse to deliver a key marketing message?

I mean, you can’t deny it… it’d be a pretty great way to reach the professional audience you’re trying to target! And that’s where LinkedIn Message Ads come in handy!

LinkedIn is a fantastic platform for reaching out to professionals within most sectors and industries.

It’s the one platform where you’re unlikely to see someone put down a silly job title like “your mum” or “Shrek”, which makes finding the right people based on their job title a lot easier.

And since LinkedIn says that 4 out of 5 of its users drive business decisions within their companies, sending messages to these people seems like a great marketing, sales and networking opportunity, right?

But it’s not as simple as you think – identifying all these individuals, attempting to connect with them, send them a message and more can be a painstakingly long process… without LinkedIn Message ads that is!

What are LinkedIn Message Ads?

Formerly known as Sponsored InMail, you’ll have seen these come into your inbox once in a while with the tag ‘sponsored’ in the corner.

From the get-go, this does tell you automatically that it’s an ad – which you might have found has had you hesitate to open them when they land in your own inbox, but we’ll get into this, and why this means your wording is vital, later on!

The great thing about these ads is that usually on LinkedIn, you can only message people within your network, and sharing something with lots of people individually would, as I mentioned earlier, require quite the effort.

This way, however, you can message thousands of prospects with a promotional message that appears at the top of their inbox!

And, according to LinkedIn, more than one in two prospects will open a message ad – perhaps precisely because they put a cap on how many each user can receive.

That’s right, LinkedIn has a cap on how many sponsored message ads a user receives each month, which means users aren’t getting an influx of messages. This is good for you and them as it means that won’t get tired of repeatedly seeing message ads from you and you won’t waste your budget sending loads of message ads to the same people who aren’t engaging with them.

Before running a campaign using the Message Ad format, there are a few things to think about.

You’ll want to first consider, for obvious reasons, the intent behind this campaign so that it’s purposeful.

Unlike other ad formats on LinkedIn where you might pay per click, you pay to send this message to someone. So your offering has to be as tempting as possible.

Decide what you’re offering the prospects in accordance with your objective. Are you offering an ebook, product demo, or event invitation? Or just trying to add that more personal touch to the user’s journey?

A really creative way to use these ads is as part of a remarketing campaign! So using matched audiences, you can target people that are already aware of you or have previously expressed interest whether it’s through following your page or visiting your website – which means that this is more likely to result in actions being taken.

Another great way to use them is as part of your thought leadership and brand awareness strategy, like sharing a whitepaper or blog you put together with others in your industry.

How to run LinkedIn Message Ads

You’re going to want to head on up to your ads dashboard on LinkedIn (linkedin.com/campaignmanager), click into one of the campaign groups and create a new campaign.

Now it’s time for you to select your objective; do you want to drive awareness, web traffic, engagement, or nurture leads?

From here on out it works just like other forms of LinkedIn ads: you select your audience targeting, you choose ad type (in this case, a Message ad), and set your daily budget and schedule.

At this point, you need to consider the sender. LinkedIn will default to you being the sender of this message ad, but you should take a moment to think about who makes the most sense for this to come from.

Put yourself in the shoes of the recipient – doesn’t a marketing-related message make more sense coming from the marketing lead? Or from a person in the company with a more senior role to give the personalised touch a message ad provides a little more gravity?

Once you’ve decided on your sender, you get to the fun part: 

Crafting your LinkedIn Message Ad

 

In your subject line, you’ve got a limit of 60 characters. Keep this short and punchy. Try a question, for example, ‘Want to unlock your exclusive access to industry reports?’

But equally… don’t make it too corporate, after all, we’re all a sucker for clickbait.

Then we come to the message text itself, and there are a few things to keep in mind here.

With the rise of businesses using LinkedIn outreach, a huge focus should be on ‘cutting through the noise’ – and not just sending another message that the prospect takes one look at and labels ‘spammy’.

Our advice? Don’t waste the reader’s time.

It shouldn’t be hard for them to suss out the intent of your message and your expectation of them – fast. Attention spans are short, and as we established, every word counts here.

In the message itself, you can use dynamic features like custom fields, so you can input their first name to address them personally.

Using language that suggests exclusivity and personalisation goes down well here. Things like, “I wanted to share this with you”, or “as a marketing executive at %COMPANYNAME%, I thought you’d be interested in this…”.

Again, with the bulk of the message, you want to put yourself in their shoes and think about how you would receive the message.

Does it spark interest or are you hitting ‘delete’ straight away? You can even send yourself a preview of this for a visual check.

Authenticity is king nowadays, don’t you forget it!

Now input your call-to-action. A cool feature of these message ads is that you can put your link both in the message itself (hyperlinked in some anchor text), and in the call-to-action section – giving them two opportunities to follow your link.

You can also add a clickable banner image that’s also linked to the target URL.

Don’t forget to UTM these so you can track the traffic back to your site, even monitoring which element of your Message ad performed best for clicks and conversion rate.

And voila, you’ve got your message, you’ve got your call-to-action, and you’re ready to run this thing. Go ahead and hit launch!

 

It really is that easy to set up your LinkedIn Messaging Ads.

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Smart Bidding in Google Ads Explained

Smart Bidding in Google Ads Explained

Google Ads Smart Bidding Explained

Google Ads Smart Bidding Explained

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Does the idea of bidding put you off running the likes of Google Ads? 

Do you just wish someone or something could do all that hard work for you?

Well hey, I’m Anna, and if you want to hear what I have to say about Smart Bidding (*spoiler alert* you do), then stick around.

 

Let’s kick things off with an explanation, shall we?

 

What is smart bidding on Google Ads?

Great question! Smart Bidding is a set of automated bid strategies that essentially use machine learning to maximise on conversions!

So basically, the robots do it for you, saving you the stress of working it all out!

 

How does smart bidding work?

Google will take a look at the technical things such as historical search behaviour and contextual data.

It will then use this newfound knowledge to predict the likelihood of a conversion, based on your objective and budget, and increase your bids when it seems more likely.

You can set your smart bidding up to either:

  • Maximise conversions
  • Maximise conversion value
  • Target CPA
  • Or Target ROAS

Smart, right?

 

Why should I use smart bidding?

The benefits of using smart bidding can be narrowed down to:

  • It saves you time
  • It allows you to “set and forget” campaigns so you can get on with other things
  • It makes it more accessible to smaller businesses 
  • And, well, Google knows a lot more than you do (no offence)

The only negatives are that you know your business better than Google does, or at least I hope.

Therefore putting your efforts into manual bidding might guarantee better results for you if you have the time to be continually monitoring and optimising them.

So you should use smart bidding if time is something you don’t have much of, or if you just want some easy-to-run campaigns.

They’re great campaigns to have if you’re looking to build brand awareness, increase traffic or even increase conversions.

 

What smart bidding methods are there?

As I mentioned before, you can break your bidding methods down to objectives such as conversions, conversion value, target CPA and ROAS. Let’s explore these.

Maximising Conversions

  • this method will try to get the most amount of conversions for you regardless of their value. This a great option for things like list-building for email marketing, or downloads.

Maximise Conversion Value

  • this method will do what it says on the tin, it will maximise conversion based on the value of each conversion.

Target CPA

  • this method will try to get you as many conversions according to a target cost per acquisition that you’ve set.
    For example, if every person signing up for your pottery workshop has a value of £200, you might be willing to spend up to £20 in order to acquire that sign-up.

Target ROAS

  • this method will try to optimise the bidding based on how much that person is likely to spend based on a whole host of different data.

 

Google Ads smart bidding is a really nice way of getting some adverts up and running in the digital sphere without consuming too much of your time.

Safe in the knowledge that Google is handing your budgets and doing what it thinks is best.

That is, until the machines try and take over the world… 

Get in touch if you have any questions!

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Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

Keyword Cannibalisation in SEO: How To Identify & Fix Keyword Cannibalisation

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Did you know that keywords can be cannibals?

Ok, probably not in the literal sense, but if you’re using the same keywords in multiple pages on your site, they can get a bit hungry for that top spot and affect your SEO.

So hey, I’m Kathryn, and today I want to explain to you what keyword cannibalisation is, how to identify it and even how to solve it, so stick around for this week’s Giant Wednesday.

 

Keyword cannibalisation, sounds nasty – right?

Well, it can actually be detrimental to your SEO so you’ll want to know what it is and what to do about it.

So let’s kick things off with…

 

What is keyword cannibalisation?

Essentially it means you have multiple blog posts or pages on your website that can rank for the same search query in Google.

That might be because they cover a really similar topic, or maybe just because you optimised for a key phrase you saw some potential in.

This might not sound so bad, just sounds like you might be trying to lock out the first page in the SERPs…

But actually, if you’re optimising these web pages for similar search queries, they could be eating away at each other’s chances to rank. 

This is because search engines like Google will only show a couple of results from the same domain in the SERP for a specific query.

It can quite simply be explained as you “confusing” Google as it becomes more difficult for it to decipher which page (if any) should rank for that keyword.

Confuse anything too much and it will get overwhelmed!

 

Why is keyword cannibalisation bad for SEO?

By cannibalising your own keywords, giving search engines too much choice, you’ll be competing against yourself.

When you do this you’re splitting things like your CTR, risking not appearing at all for your hard work and even showing search engines that your content is stretched thin.

The consequences of keyword cannibalisation can be things like lost or reduced traffic, fluctuating rankings and maybe even lost sales or enquiries.

Fortunately, it’s nice and easy to work out if this is something that affects you and sort it.

 

How to identify keyword cannibalisation?

As I said, it’s nice and easy, and something you can leave this video to check straight away! After I finish talking, mind. 

Simply head to Google and search for your site and a specific keyword you suspect might have multiple results. 

In the search bar use the following format to get easy answers to the keyword cannibalisation question:

Site: domain.com “keyword”

This will return any results on your domain that are optimised for or contain content around that specific keyword.

If you can see multiple results listed, this is where those keywords might have got a bit hungry… 

 

How to fix keyword cannibalisation

If there’s a problem to fix, which is ultimately your judgement call more than anything, then you can look at a few options.

If you’ve identified two pages that in reality, could be one… then make it so! 

1. Merge your content

 

Combine or merge the pages by rewriting them into one.

Not only will this help the cannibalisation issue, but Google likes lengthy, well-written content so it will benefit your SEO in other ways too.

 

2. De-Optimise where necessary

 

You can also look at de-optimising a page! 

You can do this by looking through the content on one of the pages and removing any references of the keyword that’s a cannibalisation issue – but understand keywords aren’t the only factor a search engine might look at.

You could look at updating any internal links to that page in question to be nofollow, or even remove them entirely! 

 

3. Canonicalise your pages

 

If the two competing pages are duplicate or near-duplicate, you can use a canonical tag, which is a snippet of HTML code, to help tell search engines which is the “main” page for that keyword.

This means that the “main” page should be indexed and means you can keep both pages live, but with a clear hierarchy for Google.

 

4. No-index your webpages

 

Of the pages that appear for that keyword, if one of them you want to improve the organic ranking of, and the other you find useful internally on your site for users, then you can add something called a noindex tag.

This means the noindexed page won’t show up in search results and should help any cannibalisation issues, but will still be live on your website.

 

5. Delete webpages

 

And finally, quite extremely, you could just… delete a page!

This isn’t a simple, easy decision in most cases, after all… there’s a reason you wrote the content in the first place. 

But if you have a low-quality page cannibalising a similar or better page and it doesn’t offer any value then just hit delete.

Although do remember to check and see if it has any inbound links, you’ll want to look at setting up 301 redirects from that page if it does.

 

With websites getting bigger and bigger, keyword cannibalisation is becoming a more common issue for SEOs – but fortunately not a tricky one to solve!

So, that was a look at what keyword cannibalisation is, how to identify it and even how to solve it.

 

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How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

How To Get Featured Snippets On Google

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

Google knows us. It knows how lazy we are, and how we like to cut corners, and because of this, it’s introduced a much faster and easier way of getting us the answers to our questions.

These delightful little boxes, designed to give you the information you need without ever having to leave the SERPS, are called Featured Snippets.

But wait – us marketers want that website traffic! We need that traffic?!

Fear not. I’m Liz, and if you want the down low on featured snippets on Google Search Results, then stick around.

So first up…

 

What is a featured snippet?

Well, a featured snippet is a brief morsel of information from a webpage that appears at the top of the search engine results page, offering a super quick answer to a searcher’s query.

These are pulled from pages that have been indexed by Google, and most commonly appear in the form of a definition, list, how-to steps, or tables.

As a user, they’re really handy and can help you get around things like slow loading web pages, or having to rifle through a mass of information to find that one bit you need.

But wait…

 

Do featured snippets affect my site’s SEO negatively?

Don’t you worry – you aren’t the only one who’s pondered this question.

If a user is getting the answer they need without visiting the webpage directly, we’re right to worry about a drop in sessions – and therefore, an effect on other metrics.

However, a study by Hubspot actually found it dramatically increased the click-through rate of results ranking within it.

Ultimately, being featured shows you’re already doing the right things with your SEO. Good job,

If you start to appear as the answer in a featured snippet then you might see a slight drop in sessions, but if you’re smart, you might drive even more clicks than normal.

 

What happens when a user clicks a featured snippet?

When someone clicks to read more on a featured snippet, it will take them directly to the part of the page that delivered the answer they needed. 

This gives you a great opportunity to add more context on the topic or to further direct that user through your content and website – knowing that they’re already interested.

Convinced? Well, then the next step is to cover off…

 

How to get a featured snippet

 

1. Provide answers to FAQs

As with many aspects of digital marketing, your job is to provide easy to access answers to peoples questions and desires online.

Quite simply, you want to provide answers to frequently asked questions that relate to what you do.

This bit involves a bit of research – you could think about the FAQs you get from potential customers, or even look at tools like Answer The Public to see what people are searching for relating to your business.

Make a list of these questions and answer them as best you can, finding relevant places on your website to host them – considering that the user might click through to find out more!

 

2. Structure your content

Now that you’ve got the questions and answers you want to target getting Featured Snippets for, you need to get these on your website.

Clear page structures are important – as with almost all parts of search engine optimisation.

Aim for the search query you’re answering to appear in a header, such as H2, H3 or H4.

Then include your answer, the content you want to appear in the Featured Snippet, in a paragraph below under a <p> tag.

 

3. Consider your answer format 


When writing out your answer or definition to the query you’re looking to rank for, consider what format would be best for delivering the information.

As I said before, featured snippets often appear as definitions, tables or step by steps.

If you’re going for a sentence or paragraph style answer, then it’s been found that content that’s between 54-58 words tends to perform best. We don’t recommend going any higher than that.

If you’re looking at step by step and lists, then the page structure is very important here.

Rather than listing out the detail in each step, like I’m doing now, the featured snippet will feature the headings of the 1, 2, 3, 4 etc.

To give your lists a helping hand into the land of featured snippets, make sure the summarised step is an H3 tag.

 

It really is as simple as that!

You can use the likes of schema markup to help point search engines in the right direction, but it’s not necessary in order to appear for featured snippets.

What is necessary is providing perfect, optimised solutions to users queries in a succinct way, so that even Google thinks damn – these guys are good. 

Consider the customer journey at all times:

What’s going to make them click through the featured snippet to your site?

What else might they want to see if they do click through?

 

How do you see if you have featured snippets?

There are lots of tools out there that can help you work out if you’ve won yourself a featured snippet.

We recommend SEMRush, which can even help you find opportunities to kick-start your featured snippet journey.

So! That was a look at what featured snippets are, their impact on your SEO, and how you can try to nab one for yourself.

If you have any questions, get in touch.

 

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How To Add Set Up Instagram Shopping | Instagram For Business

How To Add Set Up Instagram Shopping | Instagram For Business

How To Add Set Up Instagram Shopping & Product Tags

How To Add Set Up Instagram Shopping & Product Tags

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Digital Marketing, technology & business insights, how to’s and explainer videos, released on a Wednesday. Make sure to subscribe to be notified and sign up to our mailing list! 🎥

See below, the transcript from this episode of Giant Wednesday if videos aren’t your preferred method to consume digital skills. See also the Giant Cheat Sheet from this episode.

If you want to know more, get in touch today 😎

You’re never safe from splashing the cash anymore, not with social media platforms building in shopping functionalities! 

Instagram is one example, and it’s drained many a bank balance… 💰

If you’ve got a product to sell and an audience to sell it to, then Instagram is an awesome place to list them.

So hey, I’m Ben, and if you want to understand how to set up your Instagram Shop, then stick around for this week’s Giant Wednesday.

Let’s start this video off by explaining the first big question…

 

What is Instagram Shopping?

Well, according to Instagram themselves, it’s an “easy way for people to shop right at the moment of discovery” – and this is definitely the way online retail is moving to.

In fact, they say that 70% of shopping enthusiasts turn to Instagram for product discovery, and 87% of people say that an influencer helped inspire their purchase.

So Instagram made it so that you can complete a purchase then and there on the platform – a clever way to stop you from straying somewhere else on the internet! Yep, We see you Instagram… 

Through the likes of in-feed posts, live streams and stories, you can tag products you’ve added to your commerce manager for quick and easy checkout. 

All sounds good, right? So let’s walk you through how to do it in just 6 easy steps…

 

How To Set Up & Add Products To Your Instagram Shop

Step 1 – you need to make sure you’re eligible for Instagram Shopping by being able to tick the following:

  • Your business is located in a supported market
  • Your business has an eligible product
  • Your business complies with merchant agreement and commerce policies
  • Your business owns a domain in which you intend to sell from

If this is all good, then Step 2 is setting up your Instagram as a business account, if you haven’t already.

This can be done in-app by going to settings, then ‘account’ , and then tapping on “switch to professional account” – easy! 

From here you need to select the category that best describes your business, select ‘business’ and then ensure your profile is optimised and set up nicely.

Step 3 is connecting your Instagram to a Facebook Page, which again can easily be found by going through the in-app settings. 

Step 4 is all about uploading your product catalogue, which powers your entire Instagram Shop, so it’s pretty important!

There are two ways you can connect your product catalogue, one’s a bit more manual, the other a bit more automated – so that’s up to you.

If you fancy the “do it yourself” method, You can go to the Catalogue Manager. This can be set up in your Facebook Business Manager.

Or, if you’ve already got your e-commerce set up elsewhere, you can use the E-commerce Platform Partner option to integrate through platforms such as Shopify or BigCommerce.

Step 5 is the account review – once you’ve connected your product catalogue, head to your settings, sign up for shopping and submit your account for review.

This can take a few days, so make sure you’re being timely. And if you’re getting impatient, you can visit the settings to check your status whenever you want.

Once your account is reviewed, Step 6 is to turn on shopping features in your settings, selecting the product catalogue you want to connect.

All quite easy right?

 

So now you’ve enabled shopping, you can start to tag your products across your profile for potential customers to see.

You can add product tags to in-feed videos and photos in the same place you write your post caption.

You can also add product stickers in your Instagram Stories to direct viewers to your product pages.

 

And just like that, you’re done with the setup of your Instagram shopping!

The next step is to start or continue making and posting some awesome product-related content to your feeds that you can tag up.

Remember Instagram isn’t just a retail website, so tailor your content to show your product in use or demonstrated rather than just your standard product shots you might put on your website.

Inspire your audience, generate some customers!

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