This document provides an overview of selling on Instagram. It discusses the state of digital media and Instagram, best practices for building an Instagram account, using Instagram stories and IGTV, different options for selling directly on Instagram like shoppable posts and ads, and ways to measure performance and optimize the account. The goal is to educate people on how to use Instagram effectively to both build an engaged audience and drive sales.

1. The secret to
selling on Instagram
With Jillian Bowen

2. This session
will cover:
State of digital, social media and Instagram
The anatomy of a great Instagram account
Instagram stories and IGTV
Instagram best practices
Starting to sell on Instagram
Measurement and optimization
Questions

3. State of digital, social
media & Instagram
Global vs Australia

4. Digital around the world in 2018
TOTAL
POPULATION
7.593 BILLION
24.61 MILLION
AUSTRALIANS
INTERNET
USERS
GLOBAL
53% / 4.021B
7% ANNUAL
GROWTH
AUSTRALIA
88% / 21.74M
3% ANNUAL
GROWTH
ACTIVE
SOCIAL
MEDIA
USERS
GLOBAL
42% / 3.196B
13% ANNUAL
GROWTH
AUSTRALIA
55% / 17M
6% ANNUAL
GROWTH
UNIQUE
MOBILE
USERS
GLOBAL
68% / 5.135B
4% ANNUAL
GROWTH
AUSTRALIA
78% / 19.16M
3% ANNUAL
GROWTH
ACTIVE
MOBILE
SOCIAL
USERS
GLOBAL
39% / 2.958B
14% ANNUAL
GROWTH
AUSTRALIA
61% / 15M
7% ANNUAL
GROWTH
Source: 2018 Digital Report Australia

5. Global Monthly Active Users
0 500 1,000 1,500 2,000 2,500
PINTEREST
SNAPCHAT
LINKEDIN
TWITTER
INSTAGRAM
YOUTUBE
FACEBOOK
GLOBAL ACTIVE USERS (IN MILLIONS)
Source: 2018 Digital Report Australia (Jan 2018)

6. Australian Monthly Active Users
0 5,000,000 10,000,000 15,000,000 20,000,000
PINTEREST
SNAPCHAT (AU)
LINKEDIN (AU)
TWITTER (AU)
INSTAGRAM (AU)
YOUTUBE (AU)
FACEBOOK (AU)
AUSTRALIAN ACTIVE MONTHLY USERS
Source: 2018 Digital Report Australia (Jan 2018) / Social Media News

7. E-Commerce in Australia
PEOPLE PURCHASING
GOODS VIA E-COMMERCE
49% / 12.12M
+4% YOY
VALUE OF CONSUMER
GOODS E-COMMERCE
MARKET (USD)
$10.61 BILLION
+11% YOY
AVERAGE ANNUAL
REVENUE PER USER OF
CONSUMER GOODS E-
COMMERCE (USD)
$876
+7% YOY
Source: 2018 Digital Report Australia (Jan 2018)

8. Anatomy of a great
Instagram account
Set yourself
up for success

9. Bio
• Search-optimized headline
• What you do
• The result you deliver for your audience
• How to contact you
• Offer
• Link

10. Better Instagram links

11. Brand
• Strategic
• Creative
• Simple, and engaging content

12. Shoppable feed

13. Colour stories

14. User-generated content

15. See the experience like a customer

16. Cause marketing

17. Instagram Stories &
IGTV
Getting started

18. Instagram Stories
• Last 24 hours
• Tell stories
• Post more often
• Get creative – boomerangs,
polls, video, GIFs
• Swipe up link (10K+ or
verified)
• Live stream

19. Highlights
• Permanent collections of
Instagram stories
• Directly under your bio
• Highlight products or collections
• Add tutorials and how-to videos
• Create custom cover images
• Up to 100 photos or videos per
story
• No limit on how many Instagram
Stories Highlights you can create

20. IGTV
• Instagram’s mobile video offering
• Vertical videos, 16:9 ratio, at least
15 seconds long, up to 10 minutes
for most accounts, and up to one
hour for larger accounts (eventually
there will be no time limit)
• Videos can be viewed via Instagram
or via the IGTV app
• More like YouTube than Netflix so
videos don’t have to be super
polished
• All you need is an Instagram
account to create an IGTV channel
• IGTV categories – For You,
Following, Popular
• No links – call to actions via video
content voice over or supers, users
can engage via likes and comments
• You can now link to an IGTV video
from an Instagram Story

21. Instagram best
practices
How to build your
audience and create
engagement

22. How to build your
profile on
Instagram
• Understand the algorithm
• Respond to your audience on
your profile
• Ask questions, invite engagement
• Engage with your audience on
other profiles
• Use geotags for local discovery
• Jump on trends – fast
• Use hashtags to improve post and
story reach
• Be consistent, but not prolific
• Have a business account

23. Focus on value
and the sales
will come
• 30% Inspire
• 30% Educate
• 30% Engage
• 10% Promotion
Nobody likes a cheesy, pushy
salesperson

24. Daily routine – just
add coffee!
• Respond to all followers’ comments and
questions
• Leave at least three relevant comments
on other profiles
• Post at least once per day
• Use Instagram analytics to find the
optimal posting time
• Add a story

25. Starting to sell on
Instagram
What can you do to
drive sales?

26. What can you sell
on Instagram?
• Physical products
• Digital products
• B2B services
• Retail
• Experiences
• If you sell something in real
life, you can sell it on
Instagram

27. Instagram
post selling
options

28. Instagram Shoppable Posts
1
Instagram business account
with the latest version of
app installed
2
Sell physical goods that
comply with Instagram’s
merchant agreement and
commerce policies
3
Connect profile to a
Facebook catalog in
Business Manager
4
Merchant platform data
feed: – WooCommerce,
BigCommerce, Magento or
Google
5
Once these requirements
are fulfilled your account is
reviewed and once
approved you can turn on
product tagging through
Settings

29. Tagging products in Instagram posts
1
Select a photo,
add a caption,
effects and filters
2
Tap the products
in the photo that
you want to tag
3
Enter the names
of the products
you want to tag,
then select them
as they appear in
the search box
4
Tap Done, tap
Share
5
You can tag
products in both
new and existing
posts
6
You can tag up to
five products per
single-image
post or 20
products per
multi-image post
7
If you delete a
product from
your Facebook
catalog, the
associated tag
will also be
removed on
Instagram
8
Information will
display the
currency and
language set in
your catalog

31. Alternatives
Linked Shoppable feeds:
• Planoly
• LIKE2BUY
• Have2Have.It
• Inselly
Comment to buy:
• Soldsie (people who are
registered simply comment on
a product and the item is
added to their shopping cart)

32. Instagram ads
• Via Facebook or the
promote button on an
Instagram post
• Send people to your
profile, website or shop
front
• Automatic, local or manual
target audience selection
• Affordable – e.g. $30 for up
to 2500 reach

33. Instagram ‘link in
bio’
• You can add a link in a
caption but it is not clickable
• Instead use the ‘link in bio’
call to action
• Tag your own bio to make it
even easier

34. Instagram Story
selling options
• Profile products
• Promote special offers
• Showcase new items
• Swipe up link (10K+ or
verified profile)
• Hack 1: Call to action link in
bio, and tag bio
• Hack 2: DM me for a
special offer

35. Additional
strategies
• Add testimonials and reviews
• Use flash discounts and sales
• Invite user-generated
content of people using your
product
• Create a contest or giveaway
• Encourage tagging
• Create partnered promotions
• Work with influencers
• Provide previews and behind
the scenes ‘exclusives’

36. Measurement and
optimization
How to tell if you are
getting it right, and
what to do if you’re not

37. What you can
measure
• Who your followers are –
gender, age, location,
• When your followers are
online
• How well content is
performing – impressions,
reach (unique),
engagement
• Follower growth
• Stories performance –
exits, replies

38. Questions?