New features help brands engage more and reach a larger audience
As a social media management agency, we’re always looking to up our social media marketing game. That’s why we’re always on the lookout for the latest trends in the digital marketing space. Below we have highlighted the four new features from Instagram that we’re most excited about: Instagram Shops, product tagging abilities, IGTV ads, and new Stories abilities.
Instagram Update #1: Facebook and Instagram Shops
Facebook recently introduced Facebook Shops and Instagram Shops as part of its expanded efforts to support small businesses in their social media marketing efforts. Facebook Shops allows brands to set up a virtual storefront—discoverable through a business’ Facebook page, Instagram profile, Stories, or ads. From there, consumers can shop brands’ full catalogs, save their favorite products, and even check out through the app.
As a complement to Facebook Shops, Instagram Shops appears as a new button in the Instagram Explore navigation bar. From there, consumers can browse by brand (Instagram presents consumers with links both to the Shops of the brands they already follow and to the Shops of suggested brands). Consumers can also browse by category, picking from options such as beauty, clothing & accessories, home, jewelry & watches, or travel.
Effect on Social Media Marketing
One of the biggest changes is that while brands could already tag products, customers were usually redirected to the company’s website to check out. Now, not only can brands still tag products, but customers can check out through the app, without being redirected to the brand’s website. The upside: The features make it easier for consumers to purchase their favorite products. The downside: Facebook will be collecting a small fee on each purchase.
The other biggest change is that Facebook Shops more closely resemble physical stores. Companies will be able to customize what their Shops look like, down to cover images and brand colors; connect their rewards and loyalty programs; and integrate Facebook’s augmented reality tech, allowing potential customers to try things on virtually. No fitting room required! These features will be important as many customers remain wary of shopping in stores.
How to use Instagram to drive clicks: Not quite ready to dive headfirst into Facebook or Instagram Shops? You can still up your social media marketing game with these tips and tricks for driving traffic from your Instagram profile to your website. First, always include a call-to-action in your Instagram bio. A short “Click the link below to shop your favorites” can do wonders for your referrals. Second, frequently include a call-to-action in your Instagram posts. A simple “Tap the link in our bio to find out more” will get your audience to your bio link. And finally, unlike Instagram post captions, IGTV video descriptions are clickable. Take advantage of this exciting Instagram tool!
Instagram Update #2: Instagram Live Product Tagging
While brands have long been able to tag products in in-feed posts (up to five products in a shopping feed post and up to 20 products in a shopping carousel post) and in Instagram Stories using the product sticker, they’ve never been able to tag products during an Instagram Live. But that’s all about to change! Instagram plans to make it easier to shop for products in real time, allowing brands to tag products before going live.
Effect on Social Media Marketing
Instagram usage jumped 50% while Instagram Live views have increased by a whopping 70% from February to March alone. That’s a huge audience just waiting to be turned into customers. All tagged products will be shown at the bottom of the Instagram Live video. When your viewers tap the product, they’ll be redirected to the business’ catalog or Instagram shop. Another change? Brands can now share their Instagram Lives to IGTV.
How your brand can leverage Instagram Live: Employees a little camera shy? Here at Darby Comm, we love to leverage our clients’ influencers and ambassadors for more engaging videos. Just be sure to let your audience know what to expect beforehand: Set the date, time, and format in advance (consider using Instagram’s countdown sticker so wannabe attendees don’t forget). And we always recommend wrapping up with a Q&A to engage your viewers directly!
Instagram Update #3: IGTV Ads
Instagram recently introduced IGTV ads as part of its expanded efforts to support influencers and brands in their social media advertising efforts. These 15-second ads appear when audiences click to watch IGTV videos from previews in their feeds. Though this feature is currently only available to select brands, expect the feature to be rolled out more widely in the coming months, along with new tweaks (such as allowing users to skip an ad).
Effect on Social Media Marketing
Cha-ching! IGTV ads are just one more way for brands to expand their social media advertising efforts and expand their social media marketing strategy. Though the new feature is primarily geared toward influencers in an attempt to replicate YouTube’s influencer monetization strategy, it’s also being tested among certain brands such as IKEA, Puma, Sephora, and more.
Why your brand should be on IGTV: Long the ugly duckling of Instagram’s many platforms, recent tweaks to the video platform have made IGTV a must-have for any brand serious about engaging consumers through video. Not only does IGTV now allow for vertical or horizontal videos, it’s also more seamlessly connected with the rest of the app. Users can find your company’s videos through the IGTV tab on your brand’s page, in-feed previews, Stories stickers, or the Explore page. In fact, IGTV videos appear 4-times larger than photos on the Explore page!
Instagram Update #4: New Instagram Stories Features
Instagram has rolled out a lot of new Stories stickers the past few months, from support small businesses and movements stickers to gift cards and food orders stickers to the most recent addition, a DM Me sticker. Oh, and in an effort to compete with the skyrocketing popularity of TikTok, Instagram is testing a green screen effect through Stories filters.
Effect on Social Media Marketing
Here at Darby Comm, we’re particularly excited for the DM Me stickers, because it reinforces what we’ve always known: that social media should be more than a conduit for information; it should also be an extension of your customer service team. That’s why we take a two-way, customer-first approach to social, and why your brand should, too. These new stickers bring you one step closer!
How Instagram Stories can drive brand engagement: Every marketer is looking to crack that elusive Instagram algorithm. One of the key ways? Post to Stories more consistently! Doing so keeps you top of mind with your followers, which in turn helps your engagement, which helps your posts be seen by the algorithm. See the cycle? Also, be sure to experiment with stickers such as the poll, question, and emoji slider stickers to drive engagement directly within Stories!
To learn how Darby can help your brand have a more impactful social media marketing strategy, drop us a line HERE. You can also go HERE to learn more about the successes we’ve had for our clients in both public relations and digital marketing.