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There are two types of social media FOMO: the tolerable kind (seeing vaccinated friends hit Miami Beach) and the intolerable kind (watching competitors’ social commerce sales skyrocket).
To avoid the latter...Instagram execs shared updated social selling hacks at its “Instagram Presents: Fashion & Beauty Edition” event last week. Here’s what retailers hoping for a slice of IG Shops’s 250 million monthly active users’ wallets need to know.
1. Click and collections. Views on brands’ storefronts increase by about 10% in the month after they publish a “collection” of products on their account, fashion partnerships lead Emilie Fife said. The most successful accounts tie collections to trending or seasonal moments—and update ’em often.
2. Guide your shoppers. Team IG said “Guides,” a tool for saving posts for gift guides or influencer campaigns, are currently underused by brands. But they can be a platform for curated editorial experiences, like matching strong user-generated content with shoppable posts.
3. Hit record. Live selling series—like a try-on segment by Tibi or a store employee interview at Clare V.—pull in your most engaged followers with behind-the-scenes content. Broad, repeatable ideas make shoppers want to revisit your account and make more purchases.
Tap back in: Social commerce isn’t going to overtake on-site selling (yet)—it’s projected to make up 4.3% of total US e-comm sales in 2021, per eMarketer data. But Layla Amjadi, director of product management at Instagram Shopping, dropped some more tips in our last episode of The Checkout. You can watch it here. — HL