Instagram is a fantastic social network and brands in all industries (especially fashion) have taken to it as a way to story tell and display their style. It is easy to use, mobile based and is a direct line to people’s pockets. We like Instagram, because it is another platform to help brands sell product to customers.
Here is a screenshot from one of our client’s Google Analytics dashboards, showing traffic over a the month of April from the link in their bio. Most brands think that Instagram is not a facilitator of traffic, and that is just not true. Here you see a healthy flow of users to their domain, an “off the charts” low bounce rate and these users are staying for 2+ minutes and visiting 6.5+ pages per session. These are unbelievable numbers!
What we like to see even more than that, is the sale for $104 that came from these efforts. When we started with this client they actually said “Instagram wont make us money, but we think it is important to post photos just to stay relevant” and we said- trust in the fact that the hard work and exposure will pay off and will ring the register. It is so satisfying to see that pan out!
We also manage Instagram Ads for this client and that has yielded much more revenue, but this organic, small ball sale is even more attractive to us. It is a combination of hashtag stuffing, influencer tagging and honing in on the best time of day, frequency and cadence in our content delivery. This surge in traffic and sale, came on a Saturday afternoon, from a post we made at an optimal time for this particular brand. Goes to show you that paying attention to data, being active on a weekend and deploying smart tactics can pay off.
To seal the deal on Instagram for this (and most of our fashion brands) we implemented the ability to have “shoppable Instagram” and in this client’s case we set them up with Foursixty as a partner. This approach has helped them convert a lot of business on the gram and proven out that this platform can be a real driver of revenue. Like anything in life, it is all about the execution!