WHAT'S THE STORY
T h e F u t u r e – W h e r e?
#INSPIRATIONAL #SHOPPING
Like no other social network, Instagram enables users to present products embedded in real-life situations, to interact with followers, and to increase their buying power. The shopping feature allows the mapping of the entire customer journey – from inspiration to purchase. There is no such thing as the ultimate sales-enhancing strategy, but there is plenty of scope and a wide variety of success stories. style in progress reveals basics, hacks, and best practices. Text: Stefanie Buchacher, Nicoletta Schaper. Photos: Interviewees
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billion people worldwide use Instagram, 130 million stories are viewed every month. Fashion claims the top spot of the most common topics with the most frequently used hashtags #style and #ootd. Authentic content is rewarded with the attention of a passionate community. In addition to increasing awareness, Instagram can also boost sales – both online and offline. Every fifth German has already bought products advertised by influencers.
BASICS
Alongside the feed, Instagram Shopping is also available for the “Stories” and “Explore” features. The prerequisites for Instagram Shopping are a business account, a well-maintained product catalogue on Facebook, and the activation of the shopping feature. Five products can be tagged per post with image. Up to 20 products can be tagged in posts with several images. The items are selected from the associated Facebook product catalogue. Once the products have been tagged and the post has been shared, the typical shopping bag symbol appears in the upper right corner of the image.
HACKS
Instagram remains a place where people seek and find inspiration, as well as proximity and exchange with individuals and companies. That’s why it’s essential
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style in progress
to provide authentic insights, offer added value, and place product tags smartly – be it in the form of personal (owner) stories or simple product information. FOCUS
A well-chosen focus that defines niche and branding helps to keep the account consistent and recognisable, thus attracting followers. The niche takes the target group and their interests into account. Recurring elements, similar colours, and a homogenous tone contribute to a successful branding. The most important question one has to ask oneself when finding said niche: In what way is my offering special? UNIQUE CONTENT
As a visual platform, Instagram thrives on high-quality images and videos, as well as distinctive messages. The most important question regarding relevant content: What does my target group identify with? HASHTAGS
One can utilise hashtags to address a larger target group. Important questions to define specific hashtags with a high reach: Which product can be seen? What is the unique selling proposition? Can the product be attributed to a certain trend or season?
