This article will be very useful for all those entrepreneurs who are starting out on Instagram and for those who are interested in the topic.
It is focused on giving us insight into whether it is convenient for us to activate Instagram Shopping, and for that reason, we will also address the differences between a business account and a content creator account.
Since 2020, Instagram has been making several changes in an attempt to improve the user experience. Classifying users and their content, trying to offer specific tools to each of them.
The starting point is to leave the personal account and move to a professional one, and in this way - through metrics - be able to measure the performance of the posts, the campaigns, recognize the formats with the greatest reach or the behavior of our audience, among other factors.
And this is where the first questions arise: How do we identify our account? Content creator or company? And what are the differences between the two?
For me personally, the tools for both pro accounts are pretty much the same; both have good control over their stats and messaging, and can use branded content options and activate Instagram Shopping.
The key difference is the restriction that business accounts have on using music, especially music that is trending. Not long ago, Instagram accounts for businesses did not have music. Currently, they have access to a limited list of 9,000 free songs, but not to those that are copyrighted, which are the majority and those that tend to be more in trend and achieve greater organic reach.
To know if this affects your brand a lot, you should review your content pillars and know which formats you plan to use in your posts most frequently. For example, reels and stories often need to be accompanied by trendy audios, especially if you want to make some trend that includes a particular audio.
Another important point to keep in mind is related to ads. Since Instagram is a social network whose earnings depend largely on paid ads, we must keep in mind that by identifying ourselves as a company, we will not only get closer to our target audience and our clients, but we will also become Instagram's target audience, which can reduce organic reach, since Instagram will seek to motivate us to pay for its ads.
Something worth mentioning about Instagram for businesses, which may be convenient for businesses that have physical spaces, is the location. Businesses will be able to place their address in their profile, so that their customers or potential customers can easily find them.
This feature is available for business accounts, while it is not possible to add the address in creator accounts. The latter can only add the location in stories and posts.
Now, we will review some advantages, disadvantages and requirements of activating Instagram Shopping on our professional profile.
The requirements, according to Instagram itself, are:
- Make sure your business has its own domain for its website. Your store must contain listings for products that can be purchased directly from your business's website. It must also represent the business or website associated with the domain you provide.
- Check if you are in a supported market.
- Confirm that your Instagram profile is a business or creator account, then link it to your Facebook page.
- Set up a Business Manager account if you don't have one, as you'll need one to set up your store in Commerce Manager. With Business Manager, you can manage your ad accounts, your pages, and the people who might work on them.
From this we will analyze some of the advantages and disadvantages of using this sales tool.
Advantages:
- Greater product visibility: Instagram Shopping allows you to tag products in your posts and stories, making it easier for your followers to quickly see and access the products you offer.
- Simplified shopping experience: Users can browse and purchase products directly from the app without ever leaving Instagram. This reduces the number of steps required to make a purchase, which can increase conversions and customer satisfaction.
- Product Tags: You can tag your posts with information about the product, including its name and price. This allows users to get relevant information without having to ask, saving time for both the customer and your business.
- Purchasing Analytics: Instagram provides detailed statistics on the performance of your Instagram Shopping posts. You can see reach, impressions, and clicks on tagged products, allowing you to evaluate the success of your sales strategies and make data-driven decisions.
Disadvantages:
- Eligibility Limitations: Not all Instagram accounts have access to the Instagram Shopping feature. Currently, only certain countries and types of businesses can use it. Make sure you meet the requirements before considering this option.
- Additional requirements: To use Instagram Shopping, you need to set up a business account and link it to a Facebook page. This can be an additional process and require time and effort.
- Competition and saturation: Since Instagram is a popular platform for selling products, there can be a lot of competition in certain niches. This means you need to work hard to stand out and grab users' attention.
- Customization Limitations: While Instagram Shopping offers some customization options, you are limited to the features and design provided by the platform. This can make it difficult to create a completely personalized shopping experience.
In short, Instagram Shopping can be a useful tool for promoting and selling products on your Instagram business account. However, you should consider both the pros and cons before deciding if it is the right option for you.