My favorite social media platform that I’ve been using in 2015 has been Instagram. Unlike Facebook and Twitter, the attention graph and organic reach of Instagram is the highest amongst all of the social media platforms out there. There are very few Ads, no ridiculous newsfeed algorithm, and it’s completely mobile.
Instagram has emerged as a leading platform for small businesses and niche communities to promote their products and generate visual awareness around their content. Instagram posts receive over 50% more engagement per follower (likes, comments) than Facebook and Twitter. The engagement rate on average for brands is 4-5% on Instagram, much higher than the <1% we see on Facebook and Twitter per post.
In this post I want to highlight five specific tactics that I use on Instagram to promote my Shapeways shop and that you should be using as well.
1. Search Key hashtags and Engage
When promoting my products on Instagram I choose not to play defense and expect users to discover my Instagram account and content, instead I play offense and actively search potential customers and consumers who are sharing relevant posts. I do this by searching the specific hashtags that my product targets and begin liking, and commenting on their content making them aware I have a product that they might be interested in. For example I’ll search all the photos that have the hashtag #Tardigrade, filter through relevant photos of Tardigrades, read their photo descriptions and identify if they express interest in Tardigrades with keywords in their photos that say “I want one”, or “I love Tardigrades”. Then I’ll follow up with comments on their photo saying “You love Tardigrades? I have a 3D printed one on my page”.
2. Link to your website on the location section of your post
Instagram doesn’t allow clickable links on post, no problem. Just add the link to your website on the location section by creating a “custom location” and just type the link to your website instead of an actual location. This will add visibility to your website for consumers. You can also direct users to the link on your bio which is clickable as an alternative. Either method works.
3. Utilize Repost and Regram apps
Once I began selling a large quantity of my 3D printed products I began reusing customer photos that were shared on Instagram to promote them again with the Respost app. It essentially allows me to repost their photo, thank them for being a customer, and promote that product again. The respost app is essentially Instagram’s way for “retweeting” and “sharing” another users content on Instagram.
4. Instagram Direct Messaging
Instagram launched photo direct messaging to users back in 2013. It’s a useful way to send direct photos to individual users and start a conversation. This feature has been very useful for getting in touch with influencers and other users who have a larger audience and reach than you. You can get in touch with them and ask them if they can cross promote your content. I would recommend the best course of action is to not go after big celebrities but instead go after relevant accounts. I first found success of this by DMing photos of my Thorgi figurine to niche Instagram users in the Corgi community. The reception was welcoming and I got quiet a few accounts to post and link back to my account and promote my product the lead to a increase in sales.
5. Share Creative Video Content
These are several content creation techniques and applications you can use to get creative with your content creation instead of just sharing static photos. Videos and short form micro content like slow-motion action videos, stop motion, slideshows, and Hyperlapse videos are a great way to get your audience hooked and wanting more.
Incorporate these tactics into your Instagram strategy and you’ll begin seeing better conversation and engagement. Are you currently promoting your Shapeways products on Instagram? If so be sure to incorporate #Shapeways in your photos so we can help discover and surface your work.
Thank you Eric!
Very informative article, and worth a try.
Great article!