How to add a view shop button on instagram

How to Set Up Instagram Shopping

5 min

This lesson will prepare you to:

Set up Instagram Shopping and start selling on Instagram.
Feature the products you want to sell in postsand Stories on Instagram.

Turn Instagram into your digital storefront

Instagram Shopping helps people turn inspiration into action and learn more about products when they discover them. When you set up a shop on Instagram, you can help people browse and learn more about your products, such as the name of the product and the price of the item, without leaving the app.

Meet Mangata & Gallo

Mangata & Gallo is a high-end jewelry store that sells diamond engagement rings. Most of the brand’s sales come from its website. Mariana, the owner and lead designer, manages Mangata & Gallo’s Instagram business account and consistently posts photos of the brand’s offerings.

She wants to attract new customers on Instagram and set up a shop on Instagram.

What is Shops on Instagram?

Shops enables you to create an immersive, full-screen shopping experience on Instagram. Customers can access your shop directly from your profile, posts or story. When people visit your shop, they can explore your products and take steps to purchase them. If you have an eligible business in the US, you can set up Checkout on Instagram so that people can make purchases directly in your shop without leaving the Instagram app.

Prepare to set up your shop

To use Facebook commerce tools for your business, your Facebook account and Page or your Instagram business account must meet the following requirements.

Step 1. Comply with Facebook policies

Your Facebook account and Page must comply with Facebook’s Terms of Service, Commercial Terms and Community Standards, and your Instagram professional account must comply with Instagram’s Terms of Use and Community Guidelines.

In addition, lack of compliance with Facebook policies, including the Merchant Agreement, Commerce Policies, Ads Policies and Pages, Groups, and Events Policies, may result in loss of access to Facebook commerce surfaces or commerce features and may lead to your account being disabled.

Step 2. Represents your business and your domain

Your Facebook Page or Instagram professional account must contain product listings that are available for direct purchase from your website or Checkout on Facebook or Instagram.

If you are directing buyers from Facebook commerce tools to a website in any supported market, you must provide Facebook with the single non-shortened domain through which you sell. Your Facebook Page or Instagram professional account must represent the store or website associated with the domain provided. To confirm you own your domain, Facebook may require you to complete its domain verification process.

Your Facebook Page or Instagram professional account must contain product listings that are available for direct purchase from your website or Checkout on Facebook or Instagram.

Step 3. Be located in a supported market

Your Facebook Page or Instagram professional account must be located in a supported market to use Facebook commerce tools. Supported markets for commerce tools on Facebook are listed here. Supported markets for Instagram Shopping are listed here.

Checkout on Facebook and Instagram is currently only supported in the United States. Facebook will update its supported markets lists if and when new locations are added.

Step 4. Demonstrate trustworthiness

Your Facebook account and Page or Instagram professional account must have demonstrated trustworthiness, including through an authentic, established presence. This may also include maintaining a sufficient follower base.’

Step 5. Provide accurate information and follow best practices

Product information listed through Facebook commerce tools must not contain misleading pricing and availability information. Your refund and return policies must be clearly displayed and easily accessible from your website or on Facebook or Instagram.

Once you confirm your eligibility, follow these steps to convert your account to an Instagram business or creator account and start using Instagram Shopping.

Convert to an Instagram business account or creator account

Play Icon

Once you have a business or creator account, you can add relevant business information like your store hours, business address, phone number and a link to your website.

To switch your profile to a business account:

Step 1. Go to your Account's Settings

Go to your profile and tap the three lines in the upper right corner.
Tap Settings.
Tap Account.
Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Go to your profile and tap the three lines in the upper right corner.
Tap Settings.
Tap Account.
Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Step 2. Switch to business account

Tap Switch to Professional Account.
Tap Business.
Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Tap Switch to Professional Account.
Tap Business.
Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Step 3. Add your business information

Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Follow the steps to connect your business account to a Facebook Page associated with your business. When you connect a Facebook Page to your Instagram account, you’ll get access to commerce tools that help you expand the reach of your business on Facebook and Instagram.
Add details, like your business category and contact information.
Tap Done.

Set up your shop

Mariana meets all of the eligibility requirements, so she’s ready to start the onboarding process for Mangata & Gallo’s shop in Commerce Manager.

A click-by-click guide to set up your shop

Use Commerce Manager or a supported platform to set up a shop.
To choose a checkout method, select where you want customers to complete their purchases. Tip. Checkout on Instagram is recommended for businesses based in the US because it enables people to buy your products directly on Instagram.
To choose sales channels, select the Instagram business account you want to be associated with your shop. Tip: If you have a Facebook Page, check the box next to your account to have a shop on both Facebook and Instagram.
To add products to your shop, select the product catalog you want to use in your shop. If you don’t have any catalogs, you can create one. Learn more about how to add productsto your catalog.
Review your shop. If everything looks good, submit it to Instagram for review. You’ll be notified when it has been approved.

Note: A Business Manager account will automatically be created for you when you set up your shop. You’ll use this account to set up your shop in Commerce Manager.

Business Manager enables you to manage your ad accounts, Pages and the people who might be working on them.

Use Commerce Manager or a supported platform to set up a shop.
To choose a checkout method, select where you want customers to complete their purchases. Tip. Checkout on Instagram is recommended for businesses based in the US because it enables people to buy your products directly on Instagram.
To choose sales channels, select the Instagram business account you want to be associated with your shop. Tip: If you have a Facebook Page, check the box next to your account to have a shop on both Facebook and Instagram.
To add products to your shop, select the product catalog you want to use in your shop. If you don’t have any catalogs, you can create one. Learn more about how to add productsto your catalog.
Review your shop. If everything looks good, submit it to Instagram for review. You’ll be notified when it has been approved.

Note: A Business Manager account will automatically be created for you when you set up your shop. You’ll use this account to set up your shop in Commerce Manager.

Business Manager enables you to manage your ad accounts, Pages and the people who might be working on them.

Start using Instagram Shopping

Mariana has set up her new shop in Commerce Manager. To start using Instagram Shopping, Mariana needs to submit her account for review and turn on shopping features. Here’s how:

Submit your account for review

Once you connect a product catalog to your shop and have products in the catalog, follow these steps to submit your account for review. Account reviews typically take a few days but can take longer.

Go to your Instagram business profile and tap the three lines in the upper right.
Select Settings.
Sign up for shopping.
Follow the steps to submit your account for review.
Under Settings, visit Shopping at any time to check your account status.

Some businesses may be notified that they need to provide additional information to prove ownership of their website domain. If you receive this notification, follow the steps to complete the domain verification process to submit your account for review.

Once you connect a product catalog to your shop and have products in the catalog, follow these steps to submit your account for review. Account reviews typically take a few days but can take longer.

Go to your Instagram business profile and tap the three lines in the upper right.
Select Settings.
Sign up for shopping.
Follow the steps to submit your account for review.
Under Settings, visit Shopping at any time to check your account status.

Turn on Instagram Shopping

Once your account is approved, you can turn on Shopping features. Note: If you don't see Shopping under your settings, your account is probably still under review or it hasn't been approved for Instagram Shopping.

Go to your Instagram business profile and tap the three lines in the upper right.
Select Settings.
TapBusiness, then tap Shopping
Select the Product Catalog you want to connect to your account.
Select Done.

Go to your Instagram business profile and tap the three lines in the upper right.
Select Settings.
TapBusiness, then tap Shopping
Select the Product Catalog you want to connect to your account.
Select Done.

Highlight your products

Use clear and consistent product catalog imagery

When you upload images to your catalog, present your products as they're shown on your website. Ensure products are clearly visible against clean backgrounds. Showcase a single product with minimal clutter.

Mariana tries a few different shots of Mangata & Gallo’s rings and chooses one that best highlights the ring’s features.

Maintain a consistent look and feel.

Use the same visual treatment across all of your product images. Consider adding a logo on a product, a colored background or simple props to create a visual identity.

Mariana takes photos of all of Mangata & Gallo’s rings against the same white background.

Use multiple formats

Add videos to your catalog if it’s helpful for customers to see your product in motion. Try experimenting with a single product, like a flowy dress, with lifestyle imagery, detail shots and different angles. Or film a tutorial, like a makeup demonstration, to show your product in use.

Mariana includes videos of Mangata & Gallo’s rings to show a 360-degree view.

Provide context

Add multiple images to give people a clearer idea of what your product looks like. Consider showing different product angles, color variants and model sizes or skin tones. Display all your product options so your customers can choose from a selection of different colors, sizes and materials.

Mariana includes photos of her customers wearing Mangata & Gallo’s rings.

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What’s next: tag your products

Now that Mariana has set up her shop, she can highlight her products in photo and video posts. She can use product tags to highlight items in her feed and story. People can view information about her products, such as the name and price of the item, without leaving Instagram.

Key takeaways

When you set up a shop on Instagram, you can help people browse and learn more about your products, such as the name of the product and the price of the item, without leaving the app.
To use Facebook commerce tools for your business, your Facebook account and Page or your Instagram business account must comply with the commerce eligibility requirements.
Use Commerce Manager or a supported platform to set up your shop.

Keep learning

Related Blueprint courses

Help Center

About Instagram Shopping
Turn on Instagram Shopping in the Instagram App
About Ecommerce Platforms for Connecting a Facebook Catalog

About Instagram Shopping
Turn on Instagram Shopping in the Instagram App
About Ecommerce Platforms for Connecting a Facebook Catalog

Additional resources

Instagram Shopping Setup Guide

Instagram Shopping Setup Guide

Build Your Audience on Instagram

Adding Product Tags To Photos and Videos on Instagram

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How to Add A Shop To Your Instagram Business Profile (Sell Products On Instagram) — Andrew Macarthy

March 20, 2018 March 20, 2018/ Andrew Macarthy

Would you like to know how to setup and add a shopping feature to your Instagram account?

In this blog post, I will show you every essential step, along with some tips and tricks to get you started off strong. First, the basics:

Is Shopping for Instagram available in your country?

Last year Instagram rolled out Shopping on Instagram to a test pool of businesses in the USA, but now - at the time of writing - the feature has been made available to businesses in:

Australia
Brazil
Canada
France
Germany
Italy
Spain
United Kingdom

What is Shopping on Instagram?

Shopping on Instagram allows people to browse and buy your products seamlessly through the app, or as Instagram puts it, "a visual shopfront to explore new products from businesses they follow. "

Your products' prices and details are easily accessible, too. Shoppers can tap on a tagged post within the Instagram feed or through the Shop button on a business profile to take the next steps.

The Benefits for Businesses and Shoppers

For businesses, tagging a product is as simple as tagging a person in a post.
For shoppers, a shopping post's tags get rid of the guesswork and allow for easy access to a tagged product's information.

Brand success stories so far

TYME's traffic from Instagram has increased by 44% since implementing shopping on Instagram.
Since its launch, Lulus says Shopping on Instagram can be directly attributed to over 1,200 orders and over 100,000 sessions.
Spearmintlove xperienced a 25% increase in traffic and an 8% increase in revenue attributable to Shopping on Instagram.

How to Set Up Shopping on Instagram

To get your business approved and Shopping On Instagram-ready, there are two main things you need:

Register your Instagram account to a business profile, or convert an existing personal account to a business type (via Instagram Settings)
Connect your business profile to a Facebook catalog of products. This can be created and managed on Business Manager, through Shopify or BigCommerce platforms or directly through a Shop section on your business' Facebook Page.

In addition, the products you sell must be physical good and comply with Instagram's commerce policies. Basically, nothing illegal or prohibited. Here's the full lowdown on that here.

How to Connect A Facebook Catalog to An Instagram Business Profile

How you will link your Instagram account to your Facebook catalog will differ slightly depending on where you're selling. Here are the instructions for each of the three options:

Setup Instagram Shop Through Shopify And BigCommerce

If your store's products are hosted on Shopify or BigCommerce, you can can choose to set up a shop on Facebook directly through those platforms. Make sure the Facebook account connected to Shopify and BigCommerce is the same as the account connected to your Instagram business account, and you should be good to go.

Setup Instagram Shop Through the Shop Section on A Facebook Page

To setup a shop on your Facebook Page, click the Shop tab. If you don't see the Shop tab:

Go to your Page Settings
Click Edit Page in the left column
Scroll to the bottom and click Add a Tab
Click Add Tab next to the Shop tab, then click close.

With the shop in place, follow the steps necessary to setup your Facebook Page Shop section fully - payment options, products, etc.

Selling Through the Shop Section via Business Manager

Go to the Business Manager account that owns the Facebook Page linked to your Instagram business account. This won't work if your Business Manager only has access to the Facebook Page.
From your Business Manager account, create a new catalog (Settings > People and Assets > Product Catalogs > Add New Product Catalog > Create a New Product) or identify an existing catalog you'd like to use with shopping on Instagram. The Business Manager account must either own or have access to the catalog.

How long until my account is approved for Shopping on Instagram?

Once you fulfil the requirements for any of the above options, your account will be reviewed for access to Shopping on Instagram. Instagram says the review process should usually take a few days, but sometimes we may take longer.

How to Tag Products in Posts on Instagram

When your Instagram account is approved for creating a shopping experience on your profile, I'm sure you'll be keen to get the feature up and running! Here's how to enable product tagging on Instagram, and how to tag products.

To enable product tagging on Instagram:

Tap the profile icon to go to your profile
Tap the Get Started alert at the top of your profile
If you don't see the alert, tap the Settings cog icon
Tap Shopping
Tap Continue
Select a product catalog to connect to your business profile
Tap Done

Note: If you don't see the "Shopping" menu under Business Settings, your account is probably still under review or it hasn't been approved for Shopping on Instagram.

To tag products in your posts:

Select a photo and add a caption, effects and filters.
Tap Tag Products from the Share screen.
Tap the products in the photo you want to tag.
Enter the names of the products you want to tag, then select them as they appear in the search box.
Tap Done
Tap Share

To preview posts or save a draft of a post, click Preview Tagged Products or Save Draft on the page that allows you to add a caption to your post, under Tag People and Tag Products.

7 Tips for Making the Most of Your Instagram Shop

Create at least 9 shopping posts to activate the Shop tab - that will appear at the top of your profile - for your audience. Tapping it will allow customers to browse through all of the posts that contain product tags.
You can tag up to 5 products per single-image post or 20 products per multi-image post.
You can tag products in both new and existing posts from your Instagram business profile, so don't forget to return to older posts to capitalise on anyone who stumbles across them in future.
Tag multiple products to help your audience explore and browse
Use Stories to show your audience that they can now shop your posts
Make sure that each tag touches the correct product, so shoppers know which product the tag refers to.
Use Insights on your business profile to understand your audience, and use the catalog containing the most relevant currency and language for your audience.

Over to you

Will you be setting up Shopping for Instagram on your account? What have your experiences of it been so far? Let me know in the comments below!

Andrew Macarthy is a social media consultant and the author of the #1 Amazon Web Marketing Bestseller, 500 Social Media Marketing Tips.

Buy 500 Social Media Marketing Tips
Amazon US: http://www.amazon.com/dp/B007L50HE6
Amazon UK: http://www.amazon.co.uk/dp/B007L50HE6

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How to connect Instagram Shopping | Manual

Since March 2022, Instagram has been banned in Russia. In other countries, all its features are still available.

Instagram Shopping allows users to buy directly from a photo or video in any section of the social network. At the same time, there are different opportunities in different countries. About all the nuances - in this article.

Instagram Shopping Features

When creating a store, you can choose a sales scheme. On the website, on Facebook, on Instagram or through private messages. There are limitations here.

Somewhere you can’t sell inside the application - only show tags, information about the product in the card, and then go to the site, from where you can already place an order.

In the US and a number of other countries, full functionality is available - placing an order directly in the application. It works on the basis of the Facebook Pay service. Companies decide for themselves whether to connect the checkout feature on Instagram or not.

If they decide not to connect, they will be able to transfer the user to the site, and use Instagram solely as a showcase. The company and bank account must be registered in the United States.

If you're temporarily in a country where Instagram Shopping isn't available (for example, while traveling), you may lose the ability to tag products. Restoring access takes up to 2 weeks.

How to connect Instagram Shopping

Consider a variant with limited functionality when sales go through the site. The feature is available on business accounts that are connected to a Facebook page.

MySklad already has integration with Instagram Shopping and Facebook — you can automatically upload products, current balances and prices to social networks, and add product links directly to posts.

Create a catalog on your page on the social network, and unload the goods, their modifications, photos, prices and balances from My Warehouse. The data is synchronized automatically - you can set the interval or start the update yourself at a convenient time.

A link to the main online store is attached to each product - the buyer follows it and places an order. Integration is available free of charge on all tariffs of MoegoSklad. You can set it up if your business account on the social network has the Instagram Shopping feature. See video instructions for more details.

How to set up Instagram Shopping

Create and link a directory. Can be done using the Commerce Manager tool, a desktop platform for managing sales on Facebook and Instagram. The service helps to create a new catalog or connect an existing one, process orders, etc. To use product tags and stickers, select an e-commerce catalog.
Connect Instagram Shopping in your profile settings and submit your account for verification. It usually takes several days. The verification status can be found at any time in the "Purchases" section in the settings. As soon as the account is approved, a notification will be sent from Instagram.

After that, you can create a post with a shopping feature. Up to five products can be added to a post with one image, and up to 20 products can be added to a post with multiple photos or videos. You can only add one product sticker per post in Stories.

Thus, you use Instagram Shopping as a storefront - a buyer on the social network will examine the product, but will go to the site to purchase.

Instagram Shopping Tags and other opportunities to promote

Instagram Shopping has a set of tools that make trading easier.

Collections of goods. You can collect products into groups by topic. At the same time, it is not necessary to make collections that are familiar to everyone, for example, “New Products” or “Hits of Sales”. Categories can be any and convenient for customers. You can create "10 Gifts for Grandma" or "All for the Holidays".

Product tags. Instagram Shopping Tags are special tags. The user clicks on them and gets to the page with information about the product. From there, he can go to the site and make a purchase. Thus, the number of clicks decreases, and the client does not postpone the purchase.

Advertising. You can set up ads with product tags. You can promote already existing publications with tagged products in the feed or popular, or create new ads in Ads Manager.

You can also create custom audiences for advertising: select groups of users who have performed a specific action. For example, those who viewed or saved the product. How to set up ads - we tell below.

You can attract new customers by creating new custom audiences or expanding old ones. Create a user group from both Facebook and Instagram. You can include more sources if you choose audience expansion.

For example, you can create a shopping custom audience that includes people from both Facebook and Instagram. You can also create a shopping custom audience based on multiple events. For example, based on the Add to Cart and View Product Details events.

Who and what niches Instagram Shopping suits

To understand which product is easier to promote on Instagram, you need to look at the portrait of the platform's audience. It's more of a female audience. Age category from 18 to 34 years.

Hence the assumption of which products will sell well on Instagram:

Things that reflect the lifestyle - clothes, jewelry, shoes, accessories, cosmetics, perfumes, sporting goods.
Trendy products that reflect the spirit of the times. It can be anything from a case for wireless headphones to masks and sanitizers.
Visually appealing products whose purchases are dictated by emotions. For example, decorative interior items or handmade.

The list can be supplemented with household appliances, car parts and pet products. We will talk about limitations in the next section.

The US was among the first to gain access to Instagram Shopping in 2018. And there, entrepreneurs can already draw conclusions about its effectiveness.

Magnolia Boutique women's clothing store owner Susan DelPriore told Big Commerce that after publishing 117 tagged posts, traffic from Instagram increased by 4% and revenue from the social network increased by 20%. She advised telling subscribers about the new feature in the feed and stories, as well as doing cross-promotion in other social networks. In addition, it is important to give instructions on how to place an order correctly.

John Lott, director of children's clothing store SpearmintLOVE, said that after 208 posts on Instagram Shopping, traffic from the social network increased by 12.61%, and revenue from Instagram increased by 8%. He also noted that it was important to tell subscribers about the new feature - the store published instructions in stories for two weeks.

Do not forget that in the USA the option of ordering and paying directly from the social network works.

What not to sell on Instagram

Instagram is owned by Facebook and is part of its advertising network. The same rules apply for paid publications of both sites.

For example, you cannot advertise and sell tobacco and tobacco products, as well as prescription drugs, drugs, and wiretapping devices.

We have put together in a table a list of all products that cannot be advertised on Instagram. Download and study it.

Fragment of table

Download Facebook and Instagram trading rules

How to manage the range of products in Instagram Shopping

On Instagram, just like on Facebook, you need to upload the products you are going to sell to a catalog. There are two ways to link a catalog to your social network account:

Via Commerce Manager. This is a do-it-yourself tool available in Facebook Business Manager.
Through a partner e-commerce platform. For example, Shopify or Big Commerce.

By the way, if you have a store on Shopify, you can connect it to the MyStorage service. This is how you add data on orders and counterparties from the platform for launching an online store to a single accounting system, where there is everything for online trading.

In My Warehouse, you can always see information about the balances that will be automatically uploaded to Shopify.

Try MySklad

With the catalog you can:

Add and manage product details. You can upload an image, write a description, set a price, change color or size. And also - add several positions at once and a link to the store's website.
Group ads. This is useful if you need to combine different posts with a common theme. For example, information about discounts and promotions.
Create selections for stores. To show customers all the products that may be of interest to them.
Assign permissions. Then other people or partner companies will be able to work with your catalog.
Download country and language information. This way, buyers will automatically see the correct information and prices for items in the ad or in the store.

Read also: 7 problems that prevent trading on the Internet

It is not necessary to create multiple directories. All product data can be stored in one. You can change information about a product in the catalog at any time. But it is important that it always contains accurate data on prices and availability of each item.

Also, the rules for returning goods and funds should be written either on your website or in the store's Instagram account: for example, in current stories or in a separate post.

Sometimes sellers do not indicate the cost of goods and call it only in private messages. But not everyone does this. For example, the NeBabushka yarn store does not hide prices, says its owner Natalya Maltseva. The ability to put a price tag directly on a photo in a post is convenient for her.

We have never closed prices. The price in the label in the post will not scare anyone away. And if this happens, then this is not a representative of our target audience.

Natalia Maltseva

shop owner "NeBabushka"

See also: How to tie big money: the success story of the Nebabushka yarn store

According to Natalia Maltseva, Instagram Shopping tools will help meet spontaneous demand: “Now it’s traditional for us — follow the link in the profile description. And the person is forced to either leave the post and follow this link, or enter the name of the site in the browser.”

But for some sellers, the main disadvantage of Instagram Shopping is precisely that live communication with the client is lost. Sellers say that sometimes with the “answered price in PM” format, a dialogue is started with the client, which ultimately leads to a sale. Indeed, in a live conversation, the seller can always offer an alternative or resell something else.

Firstly, you can use visual content to attract potential customers, and secondly, you can immediately get feedback.

“If you break Instagram down into elements, then there will be no unique tools for promotion in the social network,” says Ekaterina Pyankova, a target specialist at MoegoSklad.

Hashtags, targeting, bloggers, smart feed - all this is also available in other social networks. Taken together, the social network continues to be one of the best for business. There are probably almost no brands left that do not have an Instagram account.

Ekaterina Pyankova

targetologist of My Warehouse

The owner of the NeBabushka store believes that the secret of Instagram's effectiveness is that communities of people with the same interests are quickly formed there.

People come to see what's going on in the store. And through Instagram, we convey the atmosphere that residents of other cities and countries cannot feel when they come to the store. For them, this is a kind of window.

Sales in social networks are suitable for those who want to receive orders online and at the same time do not invest in the creation and promotion of an online store. Watch our tutorial to learn where your products will sell best, how to process orders, and how you can save money.

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Targeted advertising

There are three main ways to promote your store on Instagram:

targeted advertising,
advertising with bloggers,
advertising in thematic communities.

Ekaterina Pyankova considers target to be the most effective of them. This is an advertisement that is shown to an audience according to predetermined parameters: user behavior on the network, their age, interests and field of activity.

It is easier for those who use it to increase sales, because in this way the publication is most likely to be seen by those who are interested in buying. To run targeted advertising, all you need is a business account.

There are no fixed numbers on Instagram. Sometimes it's expensive and good, sometimes it's cheap and bad, sometimes it's expensive and bad, sometimes it's cheap and good. Any result is useful information for further work.

To run targeted ads, you need to set up a campaign in your Ads Manager dashboard. Through it, for example, you can run ads on:

people who "similar" to your customers in terms of age, occupation and hobbies;
all visitors to your page or site;
regular customers;
visitors who added items to their cart but did not purchase them.

Most stores stop at targeting or working with bloggers.

We review our products and engage bloggers to talk about our products. We didn’t work with targeting for a while, but now we have changed a specialist, and we will launch this type of advertising again.

Shopping ads and posts tagged with Instagram Shopping Tags

Instagram Shopping tools complement existing types of advertising. For example, you can promote posts with tagged products or create ads from scratch in Ads Manager.

Product tagged ad For a business that has been promoting their products on Instagram for a long time, the button to go to the site under the publication is a chance to increase sales even more.

The ability to place a link to buy under the post will significantly increase the conversion.

What hinders the promotion of goods

Since 2016, Instagram has had an algorithmic feed, so the time of publication of advertising posts does not affect their effectiveness in any way. But the cheating of subscribers, which is still sometimes used by both business and bloggers, will not lead to anything good. In the worst case, you can lose your account.

There are other difficulties that a business may face.

If you don’t have a constant influx of new subscribers, the number of outreaches decreases. Our task now is to ensure a constant influx of fresh subscribers.

“The audience has high requirements for brands. The account must comply with trends and actively adapt to new ones. And at the same time, there are high requirements for sincerity and openness,” explains Ekaterina Pyankova.

The influence of Instagram is based on visual imagery and on conveying emotions through text and video. If a person did not immediately respond to your offer, it is likely that in a second he will be distracted and fly away somewhere else.

For example, it’s not enough for a clothing brand to simply post a photo. The audience expects videos from production, promotions, contests, high-quality videos, user-generated content.

The audience of the social network is spoiled, any “respite” threatens with replies and loss of interest. You need to constantly post new exciting content and communicate with subscribers.

How to increase user engagement on Instagram:

Post real photos: anything that looks too photoshopped or perfect will turn off.
Encourage user generated content. Ask customers to take a photo or video of your product and then post it to your feed or stories.
Collaborate with others. You can expand your audience by partnering with different complementary brands. For example, if you sell sunglasses, caps or hats would be an addition.

Can Instagram disapprove ads?

Yes, if it violates Facebook's ad trading rules. For example, you cannot advertise illegal products and 18+ products. And there should be no hints of discrimination and violence in advertising.

They may not miss it by mistake - due to a failure in automatic moderation. In this case, you can challenge the decision, and the ad will be re-checked by a person.

Step-by-step guide to launching Instagram ads for beginners

Meta Platforms Inc. , which owns the social networks Facebook and Instagram, was recognized as an extremist organization by a court decision dated March 21, 2022, and its activities in Russia are prohibited.

Instagram is one of the most popular social networks. As of April 2020, Mediascope estimates its monthly audience in Russia at 61 million people, 28 million of which check the feed daily. This is the fourth most popular social network, users spend an average of 30 minutes a day on it.

72% of users have an average or higher income level, 10.5% work in managerial positions. Instagram ads are the right tool to tell these people about your products and services.

WEB-Index Mediascope about the audience of Instagram

Instagram belongs to Facebook, so you can run ads here in two ways: through the Facebook advertising account and through the Instagram application itself. If you run ads through the Facebook advertising account, then you will have access to all the features of this tool: retargeting pixel, dynamic creatives, detailed statistics. When launched through the application, there are fewer opportunities, but the interface is simpler and it will be faster to launch ads. In this guide, we'll take a look at both tools.

Subtleties of advertising on Instagram

We will summarize

Run ads through the Instagram app

If you have connected a business profile, you can run ads directly from the app on your smartphone. It’s convenient — it’s just a few clicks before the ad starts. On the other hand, there are fewer options available than when working with the Facebook account.

You can only promote posts and stories through the app that you already have in your account. So first post all the content you plan to promote. Please note that you can't promote IGTV posts right now.

Promoting the publication

Destination

Open the publication that we will use in advertising and click "Promote". If you are running ads for the first time, the application will tell you more about where you can send traffic: to your profile, to a website, or directly to direct. The first option is suitable if you want to attract new subscribers. The second is if you are promoting the site. The third is if you want to immediately engage the audience in communication, for example, so that they request a catalog.

Ivan's is an online course for students and recent graduates. On his Instagram account, he publishes useful materials on the subject of the course: potential students sign up, get acquainted with free materials, gain confidence and then pay for the course. The account has both native posts with tips and life hacks and commercial posts promoting products.

Ivan connected a business profile and filled out the feed:

On the one hand, advertising on Instagram for Ivan is an account development tool. So when promoting native publications, he specifies the profile as the destination: users see useful content and subscribe to the account. On the other hand, it is a source of traffic to the site. So in commercial publications, he sends customers to a landing page: users see an interesting offer and go to the site.

If you select a website as a destination, the application will pull up the address specified in the profile settings. Here you can also edit the call to action if you are sending traffic to the site. By default, it is "Details", you can choose another one, to do this, click on the small "Edit" link in the "Your site" item.

Select the appropriate text on the button and click Finish. Then - "Next" in the upper right corner on the screen for choosing a destination.

Room

Let's move on to setting up the audience that will see your ad. You can trust the algorithms and select the "Automatic" option, then the social network will look for users who are similar to the account's current subscribers. This is a convenient option if you have an organic and active base that is interested in your products and services - in this case, Instagram understands which users to look for.

If you don't have many followers yet, or if they follow you because of contests and not for your content, it's better to set up the audience yourself. To do this, select "Create your audience". Here you can specify the geography, interests, and demographics of your audience.

Specify the geography of potential customers in the "Locations" section. In the "Regional" tab, you can specify all the cities or countries that you plan to cover. In the "Local" tab, you can specify a specific address and the radius around it, from 1 to 30 kilometers. Convenient if you are looking for clients for a local business, such as a coffee shop or a beauty salon. Or if you have a limited delivery radius.

In the "Interests" section, in free form, enter the interests for which you want to reach users. For example, "travelling", "cars", "raising children". Select the appropriate item, and the system will suggest similar interests.

Specify the age range and audience gender. For example, ads can be shown to women between 18 and 35 or men over 30.

Sometimes Ivan publishes entries that are aimed at readers from Moscow, and sometimes at those who live in the regions. When promoting different posts, it uses different geography settings. But interests usually do not change, its subscribers are actively interested in self-development, career, business.

"Places" is a mandatory section, "Interests" is an optional section. The application will tell you how many people match this set of descriptions. If the potential audience is small - usually less than 2500 users - the system will tell you that the potential reach is too narrow. Advertising in this case may be ineffective - few people will see it. To fix this, you can expand the geography and age range, or add additional interests.

Add a name and click "Finish" - the audience will be saved and you can use it for future campaigns.

Budget & Duration

Specify the daily budget for the campaign - from $80 to $20,000 - and the duration in days - from 1 to 30 days. low budget and short duration.

Ivan promotes each post from three to six days. He thinks so: less than three days is too short, the algorithm may not find the right audience. More than six days is a long time, the same people can come across the same post several times. And in the range from three to six, it is optimal: even if the algorithm shows campaigns to the same people, they will constantly see different content.

There are exceptions: if Ivan publishes a very important and viral post, or he announces a new product or event, then he runs the ad longer, up to 14 days. In this case, reach is important to him, and he does not worry about repeat impressions.

The campaign is ready to run. You can click "Promotion Preview" and see how users will see your ad in the feed, in stories, and in the "Interesting" section.

Add a PayPal card or account from which you will pay for advertising. Click "Payment", select a country and enter payment details. If you run ads from Russia, then keep in mind that the system will additionally charge VAT - 20% of advertising costs. That is, if the total campaign budget is 10,000 rubles, then in fact you will pay 12,000 rubles.

Click Create Promotion. The ad will go for moderation.

Promoting a story

Promoting a story works on the same principle — choose one of the published stories, indicate the site you want to lead customers to, describe the audience, set a budget, and send it for moderation.

You can promote a story that you have posted within the last 24 hours, that is saved in your Instagram Highlights or is archived. Open the story, click on the three dots in the bottom right corner and click Promote.

There are several restrictions when promoting a story:

You cannot promote stories with clickable elements: hashtags, polls, user marks.
Stories that may violate the rights of others, such as gifs or masks from the Instagram collection, cannot be promoted.
You can't promote stories that were published too long ago, the statute of limitations is about two years.

Tracking your performance

You can track the results of your ads in the "Promotions" section of your profile page. For each promotion, the application will show the number of impressions, audience parameters, budget expenditure.

Launching advertising through the Facebook account

To launch advertising through the Facebook account, you need to set up a campaign, an ad group, and the ad itself. At the same time, only Instagram must be specified in the placement settings of the ad group, then ads will not be shown on other sites. Let's go in order.

The subtleties of advertising on Instagram

Advertising on Instagram must comply with the same rules as on other Facebook sites. Here are a few more recommendations that the social network gives for setting up ads.

Use a separate image format for Stories ads

Don't use the same media for feed and story ads. Prepare a separate version of the creative with a 9:16 aspect ratio and use it for ads in stories. And for the ribbon, leave the standard rectangular or square image. Please note that if you promote the gallery through the Facebook interface, then the images in the feed can only be square.

Do not overuse text on creatives

Facebook has a negative attitude towards images, more than 20% of which are text. This can lead to the fact that ads will scroll more slowly and fewer users will see them. It is better to put the text in the description, and leave the image clean.

Consider the interface

If the image has text at the very bottom or top of the screen, the interface elements will overlap it: the profile icon on the top, the call to action on the bottom. To prevent this from happening, place them at a distance of 14-15% of the height from the top and bottom edges. If you are using an image that is 1600 pixels tall, back off 220-250 pixels.

Don't forget that the user can turn off the sound

If you decide to promote the video, don't forget that the user can view it without sound. If you plan to convey important thoughts with your voice, then duplicate them with subtitles so as not to lose such users.

Check your account statistics

See which of your posts get the most engagement: likes, comments, bookmarks. It is probably worth using such recordings for advertising - they resonate most with your audience.

Promote new products, services, and offers

Instagram promotion is a way to promote an upcoming sale, new product launch, or special offer. Advertising will help convey information about the new product to an audience that may be interested in it.

Don't delay when using video in Stories

A story is only 15 seconds long - don't put off showcasing your product or brand. If you use a long introduction, then some users may simply go to the next publications and not even figure out what you offer them.

Show, don't tell

Show users the product in action: how other people use it, what are the non-standard uses for it, tell how you work on it. Tell a story, not just describe the benefits of a product.

Let's summarize

Advertising on Instagram can be launched in two ways: through the Facebook advertising account and directly in the Instagram application.

Prepare your account for launching ads: add an avatar, description, website link, contacts.