Instagram has become an increasingly important channel for many brands. With a 23% higher engagement rate than Facebook, Instagram has become a key platform to promote products and services.
In June 2018, there were 1 billion monthly active users, with 500 million users logged in each day. Of these, more than 200 million visited a brand profile every day.
Instagram is a place of discovery, with the app curating the experience around the user. Ecommerce teams need to use advanced personalization techniques to create a similar experience and at the same time maintain margins, especially when Instragram is increasing its ecommerce offering with a shopping functionality.
In this blog, we highlight the personalization techniques that will boost the effectiveness of your Instagram campaigns.
Improve the customer experience with campaign mirroring
Advertising on Instagram is particularly effective because it blends in with other posts in the user's news feed. But with the diminishing attention of users who want to see more and more content, what are the best practices to adopt to improve the engagement of your users?
Currently, Instagram and the fashion industry are closely linked; the newsfeed and stories allow us to report on fashion shows live, in a direct and immersive way.
Let's start with a simple scenario: an Instagrammer clicks through to your site after seeing the banner of your campaign for "trendy sneakers" on their news feed.
This user who discovers your brand, does not know your catalog. The mirror effect (or "campaign mirroring") will be applied on the landing page: a personalized carousel, showing the shoe offer associated with the campaign on which they clicked is displayed. Their navigation will be simplified from their first visit to your site. The mirror effect will increase engagement and improve the customer experience.
Remind visitors of recently viewed products
Let's go a little further in our scenario: the user who clicked on the advertisement of your product on Instagram did complete their purchase. Later, they remember your brand and come back to your site. Instead of displaying the "classic" homepage, subtly recall the articles that they had previously looked at in a previous session, for example with a carousel highlighting recently viewed products.
Putting forward the products recently seen by the user in a transparent way, greatly simplifies navigation and personalizes their experience. You can also enhance your site with these types of reminders by displaying, for example, products recently seen at the bottom of a product.
The user does not have to search your catalog which will have a positive impact on the conversion. The goal here is to maintain a high level of engagement when a visitor has shown an intention to purchase certain products or services.
Highlight popular products with social proof badges
With social proof badges, visitors can see the most popular products in your catalog on Instagram. They will also be able to see in real time the most viewed or the most purchased products. In the fashion industry, you will be able to display for example the most popular products among Instagram influencers. The badge "rising trends" is ideal for capturing the attention of visitors who discover your site for the first time. You can also use the combination of social proof and similar product recommendations to arouse the curiosity of customers.
Use segmentation so that badges only appear when it's most relevant. The use of segmentation makes it possible to further increase the effectiveness of social proof.
Promote mobile product discovery
Although mobile traffic is very important and continues to grow (it should reach 75% in 2019), conversions are still two times lower than those achieved on desktop. This can be partly explained by the fact that the main purpose of mobile users is not to buy, but to discover new products and find inspiration. Instagram is a great place to make discoveries: 60% of users say they are discovering new products on this platform. To discover products related to their interests, Instagrammers are particularly interested in the content published by brands.
Qubit Aura, a tool built-in artificial intelligence (AI), makes it easier for customers to find more items in your product catalog: from the browsing behavior observed on Instagram, you can view new recommendations or trendy articles. In this way, you will offer a browsing and discovery experience that is both fast and intuitive.
After the discovery of products, the next challenge of ecommerce teams is to get users to complete their purchase. With its range and the social commerce features it offers, Instagram is now a platform of choice for your marketing campaigns.
Many are beginning to use the shopping functionality of Instagram. However, it needs to be approached with caution as this can gradually encroach on margins. To avoid this you need to strike the right balance and continuously improve the experience on your site through personalization.
Sophie ColemanRead More