How to sell on Instagram in the UK

Instagram is booming for UK brands right now.

Among consumers, Instagram topped the list for social shopping purchases in 2023. It is also the most frequently used platform for Gen Z (80%) and Millennials (72%). For Gen X, Instagram ranks second with 49% usage, and for Baby Boomers, it is the third-most-used platform at 33%.

But selling on Instagram isn’t as simple as posting product photos and calling it a marketing day.

If you want to turn your fans and followers into actual customers, you’re going to need a strategy.

In this guide, we break down the best practices of how to sell on Instagram and how to capture the attention of eager shoppers.

What is Instagram Shopping?

Instagram Shopping is a feature that allows businesses to sell on Instagram by integrating their product catalog directly into their profile. Businesses can show products, names, descriptions and prices on posts, Stories, IGTV and ads. With a click, users can buy from their favorite brands.

How does Instagram Shopping work?

Instagram Shopping allows your brand to tag products in their posts and Stories. Users can tap to see more information, like the price and product descriptions. They can then buy the item directly or be taken to the business’s website to finish their purchase. This easy-to-use connection makes shopping easy and accessible. It directly connects Instagram’s large UK user base with the newest products from their favorite brands.

How to set up Instagram Shopping in the UK

Regardless of what your goals are, there are a few steps every UK business will have to take to set up Instagram Shopping:

1. Make sure you meet eligibility criteria

To qualify for Instagram shopping, you don’t need to have a massive number of followers. As long as you maintain a fairly active and established presence, you’re likely eligible. The fundamental criteria to meet include:

• Operating a business within one of Instagram’s supported markets, which span across North America, Latin America, EMEA (Europe, the Middle East, and Africa), and APAC (Asia-Pacific).
• Agreeing to Instagram’s merchant agreement and adhering to its commerce policies.
• Owning an active domain from which you sell your products.

2. Create an Instagram business profile

Chances are you’ve already done this, haven’t you?

If you haven’t, here’s what to do:

1. Head to ‘settings’.
2. Choose ‘account’.
3. Change to a ‘professional account’ and complete the subsequent steps.

Find out more about creating an Instagram business profile; it only takes a minute or two.

 3. Link your Facebook profile

Even if your brand isn’t active on Facebook, your Instagram Shopping must be linked to a Facebook page. Fortunately, it’s really easy to do:

1. Start at ‘edit profile’.
2. Choose ‘Public Business Information’.
3. Click on ‘Page’ and add the Facebook page you want to link your Instagram shop to.

 4. Add your product catalog

Instagram Shopping offers two methods for adding your products to the platform:

1. Via Facebook Business Manager.
2. Through an integration with an e-commerce platform partner, like Shopify.

Using Facebook Business Manager is perfect if you’re looking to upload a smaller catalog or add products individually by hand. On the other hand, if you integrate with platforms like Shopify or BigCommerce, you can seamlessly import your entire existing catalog directly into Instagram.

How to sell on Instagram in the UK

There is no one-size-fits-all approach to selling your products on Instagram. Some strategies make more sense than others depending on your target audience and what you’re selling.

Below we’ve highlighted real-world examples of selling on Instagram and why they work.

1. Implementing strategic hashtags for broader discovery

Using strategic hashtags on Instagram can be a game-changer when it comes to increasing your product visibility and reaching a wider audience. Hashtags essentially act as search links, which makes it easier for potential customers to find your products through themed or trending searches.

UK fashion giant ASOS uses hashtags like #ASOSNewDrop or #ASOSSale to group their products and tap into specific customer interests, which ultimately increases engagement and drives sales. This type of hashtag use not only increases the discoverability of products, but it also aligns with how people use Instagram to find new products and brands. By selecting and using the right hashtags, you can significantly increase the visibility of your products and attract more targeted traffic to your Instagram shop.

2. Leveraging instagram ads for increased reach

Of course, many brands have found success selling through Instagram ads.
Taking advantage of creative ad types such as Stories and Carousels, such ads offer tons of flexibility and targeting options to reach customers shopping on Instagram. Healthy snack company, Graze did just that.

3. Use product tags to facilitate easy shopping

Using product tags on Instagram is an effective strategy for facilitating easy shopping, enhancing user experience, and driving sales directly from posts and stories. Product tags allow users to tap on an image and see details such as the product name, price, and a link to purchase the item directly from the Instagram app.

This seamless integration of shopping and browsing significantly reduces the steps a customer must take to go from discovery to purchase, thereby increasing the likelihood of conversion. A notable example is Charlotte Tilbury, which uses product tags to streamline the shopping experience. By tagging their makeup and skincare products in posts, they provide instant access to product information and maintain a smooth and engaging shopping journey. This approach not only simplifies the buying process but also capitalizes on impulse buying behaviors, which are common among Instagram users.

4. Partnering with influencers to boost visibility

Working with influencers can help you boost your visibility on Instagram. UK influencers can help you reach a larger, engaged audience and build brand awareness. They can also help you reach potential customers when they’re most active, inspire them to shop and create content that showcases your products in an authentic and relatable way.

ASOS are a great example of a UK brand leveraging influencer marketing for instagram shopping success. They regularly use influencers, insiders or employees who produce content specifically for the brand. This helps build brand awareness and trust among new audiences.
That’s why it’s important to choose the right influencers to work with and create a campaign together that feels genuine and aligned with your brand.

5. Engage your audience with instagram reels

Engage your audience with Instagram Reels, a powerful way to exhibit your products and connect with potential customers. Reels are short, engaging, and fun—and they make it easy to reach new audiences. They’re perfect for showing off new products, highlighting specific features, and sharing the human side of your brand.

Take Gymshark, the UK’s own fitness fashion powerhouse, as an example. Their Reels are a masterclass in workout demos, fashion reveals, and sparking community engagement with fitness challenges. Follow their lead, and your Reels can do more than just captivate—they can help forge a loyal and connected community around your brand. The more you post Reels, the more you’ll pop up on your followers’ feeds, nudging up your chances of interaction and drawing traffic to your profile, leading to more sales in the end.

6. Curate user-generated content to build trust

For UK-based e-commerce businesses, curating user-generated content (UGC) is a powerful strategy to build trust and authenticity around your brand on Instagram. UGC involves sharing content that your customers have created themselves, such as photos, videos or reviews of your products. This not only allows you to show off different, real-life applications of your product, but also capitalizes on social proof, as 93% of consumers find content made by other consumers to be helpful when making a purchasing decision.

River Island showcases its commitment to representing a wide range of customers and promoting body positivity. This not only helps to build trust with their audience but also sets them apart from other fashion brands. Overall, River Island’s use of UGC effectively showcases their products in a relatable and authentic way, making them a great alternative UK brand for this content.

When harnessed effectively, UGC can serve to humanize and enhance the ethos of a brand, nurturing customer loyalty and bolstering credibility. These are pivotal in the transformation of mere followers into loyal customers and in elevating the brand’s repute across social media platforms like Instagram.

7. Showcasing products through videos

Using videos to display your products on Instagram is a powerful way to engage potential customers and give them a more comprehensive look at what you have to offer.

You can enhance your Instagram videos with features like captions, stickers‌ and filters to make them more engaging and informative. You can post them on Instagram Stories, where they disappear after 24 hours, or on the main feed, where they’ll remain permanently. This flexibility allows you to create both timely (e.g., limited-time offers) and evergreen content (e.g., how-to guides) that can attract viewers repeatedly over time.

Using videos to showcase your products can increase people’s interest in your brand. Instagram videos also need to be optimized for the platform.

How to optimize your Instagram account for sales

Although it is easy to get caught in the aesthetics of Instagram, it’s also a fantastic platform for sales.

With millions of active users, Instagram offers a unique opportunity to visually showcase your products, connect with a targeted audience, and convert followers into customers. By fine-tuning your profile, using Instagram’s shopping features and employing strategic content and engagement tactics, you can transform your Instagram presence into a powerful sales channel. This guide will walk you through practical steps to enhance your Instagram account for maximum sales impact in the UK.

Create a compelling bio to attract customers

Consider the approach taken by Jo Malone London, the renowned British perfumery. The brand’s Instagram bio is a prime example of how to attract and engage potential customers effectively. It succinctly describes the company’s essence with phrases like “Uplift, warm or freshen” and “scent layering,” which immediately convey its luxury and focus on the customer.

The bio also includes a clear call-to-action with a link to their latest collection, encouraging immediate exploration of their products. By using elegant, evocative language and strategically placing direct links, Jo Malone London not only captures the essence of the brand but also makes it easy for followers to transition from Instagram browsers to active customers.

Utilizing high-quality, people-centric product photos

Boden, a popular British clothing retailer, exemplifies the effective use of high-quality, people-centric product photos on Instagram to drive sales. Their feed is a colorful array of images featuring real people wearing their latest styles in everyday settings, from bustling city streets to cozy home environments. This approach not only showcases the versatility and quality of their clothing but also helps followers envision themselves in Boden’s apparel.

By consistently posting relatable and aspirational photos, Bodan creates an inviting and personable brand image that resonates with their audience, encouraging them to imagine how they might look and feel in the garments, thus boosting the likelihood of purchase decisions.

Enhancing product photos to stand out

Take inspiration from Liberty London, the iconic department store known for its artistic and eclectic designs. Liberty London enhances its product photos on Instagram to stand out by incorporating its distinctive floral and graphic prints into the backgrounds and settings of the images. This not only highlights the uniqueness of their products but also maintains a consistent and recognizable brand aesthetic that catches the eye.

 

By using vibrant, pattern-rich scenes that complement the products, Liberty London creates visually striking images that draw followers in. This approach not only differentiates their offerings but also enhances the overall appeal, making each post a work of art that invites engagement and admiration.

Diversifying your content beyond products

Waitrose & Partners are a brand that effectively diversifies its Instagram content beyond just product promotion. Waitrose uses its Instagram platform not only to showcase its products but also to provide value through engaging and educational content.

One key aspect of Waitrose’s Instagram strategy is its focus on recipes. The brand regularly posts beautifully photographed dishes that can be made using ingredients sold at their stores. Each post typically includes a recipe or a link to the recipe on their website, encouraging followers to try cooking the dishes themselves. This approach not only promotes the ingredients and products available at Waitrose but also positions the brand as a helpful resource in the kitchen.

Waitrose also highlights its commitment to sustainability and ethical sourcing through its Instagram content. The brand shares stories about its efforts to reduce plastic usage, its support for British farmers, and its commitment to animal welfare. These posts often feature behind-the-scenes looks at the sourcing process and interviews with suppliers, providing transparency about where their products come from and how they are made.

Additionally, Waitrose engages with seasonal and community events, such as Christmas, Easter, and local festivals, by tailoring their content to these occasions. This includes posts about special products, seasonal recipes, and community involvement initiatives, which help to keep the content relevant and connected to the customers’ lives and local experiences.

By diversifying its content in these ways, Waitrose not only keeps its Instagram feed engaging and varied but also strengthens its relationship with customers. This strategy helps build a community around shared values like culinary creativity, sustainability, and local engagement, making the brand about much more than just grocery shopping.

As a side note, this speaks to the importance of putting together a social media content calendar. With the help of social media management tools like Sprout Social, you can find a balance between promotional and non-promotional content. Doing so ensures that your followers are consistently engaged with the right marketing messages day-by-day.

How to measure ROI of Instagram Shopping

Measuring the return on investment (ROI) of Instagram Shopping is crucial for businesses aiming to optimize their social media strategies and ensure that their efforts aren’t only engaging but also profitable. Instagram Shopping offers a seamless integration of product discovery and purchase, making it an invaluable tool for brands looking to expand their online retail footprint. To effectively gauge the success of this feature, businesses need to track specific metrics that reflect both direct sales impact and broader marketing benefits. Understanding how to measure ROI on this platform involves analyzing data-driven insights, aligning them with overall business objectives, and continuously refining strategies to maximize returns. This process not only helps in assessing the financial gains but also in understanding customer behavior and improving future marketing campaigns.

Using Instagram analytics to track sales performance

In the highly competitive e-commerce market, utilizing Instagram analytics to monitor sales is crucial for those businesses looking to maximize the platform’s potential. This tool offers in-depth analysis to help brands comprehend the impact of their content on purchasing decisions and overall sales. By honing in on specific metrics provided by Instagram analytics, businesses in the UK can tailor their strategies to better engage with their customer base.

Key metrics to monitor are engagement rates, click-through rates and conversion rates. These can help you understand how well your content is encouraging potential customers to act. It’s also worth tracking reach and impressions to understand how many people are seeing your content, and saved posts as an indication of the number of people who are interested in your products and may return to buy in the future.

For a more in-depth evaluation, UK businesses can combine Instagram insights with other analytical tools such as Google Analytics, to map the customer journey from Instagram to the final purchase on their website. This integrated approach will provide a more thorough understanding of how Instagram campaigns are contributing to overall sales performance, thereby allowing businesses to allocate their marketing budget more effectively and achieve a better return on investment.

Optimizing posts and ads scheduling for maximum engagement

Maximizing engagement on social media, particularly Instagram, is all about timing. To get the most out of your posts and ads, it’s essential to understand when your target audience is most active. This requires analyzing your engagement data to identify the peak times for likes, comments, and shares. Thankfully, Instagram provides the tools you need to measure and monitor this activity. Once you have a better understanding of your audience’s habits, you can start to experiment with different posting and ad schedules to find what works best for you. By doing this, you can ensure that you’re posting and promoting your content at the most optimal times, and you’re more likely to see increased engagement as a result.

Monitor your sales performance via Instagram analytics

Lastly, don’t forget about your data.

So much of selling on Instagram revolves around your analytics.

For example, which product photos score the most engagement? How do your Instagram shopping posts perform versus non-promotional ones? How much of a direct ROI are you seeing from Instagram?

Sprout’s Instagram analytics can clue you in on the answers and then some. Our comprehensive reporting makes it a cinch to track paid and organic campaigns all in one place, including those happening beyond Instagram. You can start understanding your analytics now with a free trial of Sprout, you don’t even need a credit card.

With a constant pulse on your top-performing posts, you can better align your sales and social strategy without second-guessing.

What are you selling on Instagram?

Fact: consumers are more than happy to shop on Instagram.

And although brands don’t need to be subtle about selling on Instagram, sales don’t happen by accident.

Hopefully, these tips above serve as some much-needed motivation and inspiration to score sales on the platform. As long as you stick to Instagram’s best practices and keep a close eye on your analytics, you’re on the right track.

With technological advancements on Instagram making it increasingly simple to turn your Instagram feed into a money-making machine, now is the time to invest in your social commerce strategy. Many brands are yet to catch on to this fantastic opportunity.