SE3 EP21: Instagram is the Most Widely Read Glossy Magazine on the Planet - How to Use it In Ecommerce
2X eCommerce Podcast - Un podcast de Kunle Campbell - Les mardis
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In ecommerce people buy pictures.
- they buy a transformation
- they buy a solution
- they buy a narrative
Audiovisuals i.e. video helps further sell painkiller products
some vitamin products such as fashion can thrive with just visuals.
but if you are trying to sell the next groundbreaking blender or a ‘new way’ to do something through your product,
best to get a demo video out or a series of demo videos out that nail your value proposition.
So why Instagram you will ask?
well...
IG has about 30--40% organic reach vs FB's 3-5%
…this is HUGE
IG Stories has even much more impressive reach
The unique difference between Facebook and Instagram is that
People go to Instagram primarily to consume visual content
The comment, but do not bridge as a deep connection with other users
Facebook is more social
People primarily go to Facebook to engage with other users and then also consume content.
Instagram allows for content consumption - this is a KEY Point to note
IG Is about LIFESTYLE - it is the headquarters and #1 destination for narcissism on the internet
Egotism is the drive to maintain and enhance favourable views of oneself, and generally features an inflated opinion of one's personal features and importance. It often includes intellectual, physical, social and other overestimations
narcissism
excessive interest in or admiration of oneself and one's physical appearance.
This is how I get the most out of Instagram in the Context of ecommerce
Organic Traffic and Data - Test Group
- I post regularly on IG in a bid to drive organic traffic
- Remember that the only clickable unit on IG (before shoppable, posts) is the bio link
- So all my product focused posts have a CTA to click the bio link
- I use Later.com’s bio link feature to link directly to product pages
- I study this data
- I study Instagram’s insights reports
Influencers for Traffic
- hire influencers
Advertising
- We know exactly what products to include in our carousels
- High engagement does not always correlate with sales - so study both your sales data and engagement data
Create demand for your brand on IG
A better strategy would be to focus on organic on ig, and retarget on ig if you want to allocate some budget there. My friend Anthony has an amazing group on this. Let me know if you want to join and I can send you the link to the group!
SPONSORS
This episode is brought to you by:
Klaviyo
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