I remember when Instagram was yay high. When we were just kids posting filtered photos of street graffiti.
That all changed when I signed on as YOGABODY’S in-house copywriter.
The company’s Facebook game was on point, but we wanted to give it a bigger go at selling our products on Instagram, too.
Whoa, whoa, whoa. You mean to say I can’t just use pictures of fit yoga women and the quote “If you can’t handle me at my worst, you don’t deserve me at my best” and call it a day?
Not anymore. That’s right… Instagram is straight grown.
Oh, they grow up so fast.
To boot, its users aren’t preteens just handing out those red-hearted likes like candy on Halloween night anymore. They’re also… shopping.
Instagram users spend $65 on average per purchase (more than on Facebook), and the ‘gram has seen a 115% increase in engagement since 2012.
What does that mean for your eCommerce business?
Instagram captions perform better
when they use conversion copy techniques.
The copy is the difference between a follower (who likes your photos) and a customer (who buys your products).
Images may grab the reader’s attention as they endlessly scroll, but according to Instagram’s algorithm, posts that get activity (likes, comments, shares and tags) are seen as valuable and therefore are promoted beyond your feed.
Your Instagram caption—AKA copy (we’ll use these terms interchangeably for this article)—engages your new followers with your brand, which leads to conversions and sales.
Take Glossier for example. Vogue staffer, Emily Weiss, took her lifestyle and beauty blog and spun it into a hugely popular Instagram account where she then launched her beauty line, Glossier. The account now has over 2 million followers and an eCommerce company valued at a billion dollars.
In this in-depth look by Sked Social at Glossier’s Instagram marketing strategy, we see that its posts sometimes hit a 10% engagement rate,…