How to Sell on Instagram

In May 2023, Ghana had close to 2.3 million Instagram users, constituting approximately 7% of the nation’s total population. Among these users, nearly 43% were women. Instagram stands as one of the most frequently used social media platforms in Ghana. 

Instagram offers several advantages for Ghanaian businesses:

  1. Visual Appeal: Instagram is a highly visual platform, making it ideal for showcasing products and services through photos and videos.
  2. Wide Audience: It has a large and diverse user base, including many Ghanaians, providing businesses with a broad reach.
  3. Engagement: Instagram users are known for their high engagement levels, making it easier to connect with potential customers.
  4. Influencer Marketing: Ghana has a growing influencer scene, and Instagram is a prime platform for collaborating with influencers to promote products or services.
  5. Shoppable Features: Instagram allows businesses to tag products in posts, making it convenient for users to shop directly from their feeds.
  6. Insights: The platform offers analytics tools to help businesses understand their audience and measure the effectiveness of their marketing efforts.
  7. Cost-Effective Advertising: Instagram ads can be tailored to target specific audiences in Ghana, making it a cost-effective advertising option.
  8. Local Business Community: Ghanaian businesses can tap into a supportive and growing local business community on Instagram.

If you need assistance with social media, you can have a look at our social media marketing packages by clicking here.

Step 1: Set Up an Instagram Business Profile

To start selling on Instagram, the first step is to create an Instagram business profile. Here’s how you can do it:

  1. Open the Instagram app on your mobile device or go to Instagram’s website.
  2. If you already have a personal Instagram account, you can convert it into a business profile. To do this, go to your profile, tap on the three lines in the top right corner, and then tap “Settings.” From there, tap “Account,” and then “Switch to Professional Account.” Follow the prompts to set up your business profile.
  3. If you don’t have a personal account, you can sign up for a new one directly as a business profile. Simply follow the registration process, and when asked, choose the “Business” or “Creator” account type.
  4. Fill in your business profile information. This includes your business name, profile picture (usually your logo), contact information, and a brief bio that describes what your business offers.
  5. Make sure to add a link to your website or online store in your profile. This will help direct potential customers to your products or services.
  6. Once your business profile is set up, you can start customizing it by adding more details, such as your address (if you have a physical location) and business hours.

Step 2: Set Up Your Instagram Shop

In this step, you’ll learn how to set up a shop on Instagram, making it easy for people to discover and buy your products or services.

Follow these simple steps:

  1. Log In to Your Instagram Business Account: Ensure you’re logged in to the Instagram account associated with your business.
  2. Go to Your Profile: Tap or click on your profile picture to access your profile.
  3. Open Settings: Look for the “Settings” option, usually represented as a gear or three dots, and tap or click on it.
  4. Add Your Shop: In the settings menu, you’ll see an option like “Shopping” or “Instagram Shopping.” Select it.
  5. Choose a Product Catalog: Connect your Instagram shop to your website and a product catalogue that you manage on Facebook Business Manager. You will need the help of your web developer. This catalogue should include the items you want to sell on Instagram.
  6. Wait for Approval: Instagram will review your shop setup. This process may take a few days. Once approved, you’ll receive a notification.

Step 3: Make Shoppable Posts

Shoppable posts allow your followers to purchase items directly from your posts, turning your Instagram feed into a virtual store. Here’s how to do it:

  1. Product Tagging: When you create a post, you can tag products in the image. Simply tap on the photo, and you’ll see an option to tag products. Click on it and select the items featured in the picture. This way, when users tap on the tagged product, they’ll see more details and a link to buy it.
  2. Product Descriptions: Write clear and enticing product descriptions. Describe what the product is, its benefits, and any special features. Make it easy for potential customers to understand why they should buy it.
  3. Call to Action (CTA): Include a clear call to action in your post captions. Tell people to “Shop Now” or “Buy Today.” This encourages them to take action and make a purchase.
  4. Link to Your Store: Ensure that the product tags link to your website or a page where customers can complete the purchase. Double-check that the links are working correctly.

Step 4: Showcase Your Products Effectively on Instagram

This is what Instagram itself recommends you do to sell effectively on their app:

  1. Consistent Posting: Develop a regular posting schedule, making it a habit for your audience to expect and engage with your product-related content.
  2. Behind-the-Scenes Insights: Offer a glimpse behind the scenes by sharing the process of creating your products. This adds authenticity and connects customers to your brand.
  3. Showcase Product Variations: Display all available product options, including different colours, sizes, and materials, to provide customers with a comprehensive selection.
  4. Story Highlights: Ensure that important product-related stories don’t disappear after 24 hours by creating Story Highlights on your profile.
  5. Strategic Backdrops: Choose appropriate backdrops to make your products stand out, such as using a white or patterned wall or even a simple piece of fabric.
  6. Flat Lay Photography: Utilize flat lay photography, capturing your products from above when laid out on a flat surface, as it can create visually appealing and informative images.
  7. User-Generated Content: Share photos and videos that customers have posted with your products, with their permission, on your Business Account. This builds social proof and trust.
  8. Educational Content: Create tutorials demonstrating various ways people can use your products, for example through step-by-step guides on Stories.
  9. Interactive Engagement: Foster interaction and customer confidence by using the question sticker in your Stories. Encourage questions about your products, allowing potential buyers to gather information and make informed decisions.
Flat-lay photography
example of a flat-lay photography

Step 5: Use Influencers

Partnering with influencers is a powerful strategy to boost sales on Instagram. As brand ambassadors for your small business, they share your products with their dedicated follower base in exchange for compensation, free merchandise, or exposure.

Contrary to common misconceptions, influencer marketing need not break the bank. Smaller businesses can use nano-influencers (accounts with fewer than 5,000 followers) and micro-influencers (with 5,000 to 20,000 followers) which often yield higher engagement rates. These influencers are genuinely enthusiastic about the products they endorse, resulting in more authentic and effective promotions.

If you need assistance with social media, you can have a look at our social media marketing packages by clicking here.

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