Dash Hudson has a nifty little tool that enables brands to increase web traffic and monetize their Instagram accounts by making it shoppable. We collected some data to help you understand the best practices of this social media marketing staple.
Real talk: happiness is a Giorgio Armani suit and the announcement of a sale.
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Selling through Instagram has been on every marketer's mind since brands began using the channel as a way to reach their consumers. Over the course of the platform's very dense, long-winded evolution, there have been many attempts by third parties to solve for this business desire, from the development of apps to link-in-bio tools, and now to the Facebook's very own native version of selling products on Instagram.
Instagram has become not only a place for creative congregating, but also a place for commerce, where figuring out how to sell on instagram is as equally important as executing a content strategy that ensures a soaring engagement rate. Instagram statistics suggest that the two might go hand in hand, and that brands that create connections with their followers are more likely to receive a boost from a shop Instagram feed prompt.
Dash Hudson's LikeShop tool is an all-encompassing link-in-bio solution that essentially lets you attach web URLs to specific photos and videos. Every LikeShop page comes with a unique link to input in your profile, which mirrors your Instagram account when tapped on. Each photo from your gallery to which you've attached a link becomes active, and will redirect people when tapped on.
This presents not only a monetizing solution for brands (without being in-your-face-salesy), but it's an opportunity to create major added value for your audience as well. And when used in tandem with Instagram's native shopping functionality, things could get real lucrative, real fast. Especially since this tool also has an embed Instagram feed feature for websites.
Letting us know what we'll find in the bio, holla.
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What Do I Need to Know and Why?
To be able to maximize your use of the LikeShop tool, it's important to understand if whether or not your techniques and strategies are actually working. Is your audience clicking through your posts? What types of images are more effective at prompting followers to action? What caption formulations garner the most movement? And finally, what are the call-to-actions that push people to head to the link in bio? These are the kinds of Insta stats that keep us (and you) up at night!
While most social managers are really keen on knowing industry averages for LikeShop click-through rates, this metric does not actually prove itself to be the most relevant of Instagram user statistics for brands using a link-in-bio tool. Knowing CTRs only helps to understand if your audience's behavior falls within the norm —an important enough piece of information— but it doesn't tell you what you're doing well or what you could be doing better.
It only reveals what portion of your audience clicked on the link in your profile, and either went on to click on a photo or went back to Instagram. It still leaves you in the dark as to what your pain points might be, and what's actually working. CTRs do nothing to inform strategy.
For that reason, we took this LikeShop Instagram data analysis a little further. We went ahead and identified the brands with the highest CTRs, as well as what posts prompted the most clicks. What were the call-to-actions that yielded the most action and the least? What Industries have the most success with LikeShop? What role do captions play in all of this?
Your LikeShop guidebook is here.
Link-in-bio, meet celebrity. Y'all are a match made in Insta heaven.
Like, Shop Me
We grabbed the stats of all LikeShop users from the past 4 weeks and divided them into five main categories: beauty, apparel, food, luxury, and publishing. Here are their averages*.
Average CTR: 56.12%
Average CTR: 58.75%
Average CTR: 68.48%
Average CTR: 45.96%
Average CTR: 60.45%
To sum it up, here's a quick reference card 👇.
After going on a deep excavation mission, here are some key observations and takeaways.
On the Creative:
- The highest performing LikeShop posts (with the highest CTRs) are typically photos of celebrities or influencers. This rings true for all categories.
- Most top clicked posts have a photo tag or @mention of another account. This again goes for every industry.
- Posts tend to get a lot of click-throughs if the creative is somewhat provocative or edgy, or could be considered controversial.
- High performing posts are mostly static images. Rarely are they videos.
- Caption length is not a factor in performance. There are top performers with lengthy captions as much as there are with short ones. The apparel vertical is the one with the shortest captions, but lengthier ones do not affect performance.
- These are the types captions that get LikeShop posts the most amount of traction:
- When they involve some kind of news or announcement.
- When they're promoting a sale.
- When they're formulated with some sense of urgency, for example: "last chance" or "today only."
- When they are about a controversial subject matter, especially in publishing.
- When they are formulated with an air of mystery followed by a strong CTA (see below), leaving people wanting more.
- When the they are a bit saucy and provocative.
- In the apparel category, when brands mention that a high profile influencer is wearing the item that is available to shop.
- When the message comes with the promise of winning a prize, whether it's to get something free or to enter a give away or contest. People love free stuff. This proved to be a recurring theme in every single category.
- Some of the highest click-throughs came from call-to-actions that gave a name to the action the brand wanted the follower to take. For example, using words like "shop" or "get" instead of just saying "in the link in bio."
- Things are even more successful when the CTA is followed by describing what is at the other end, like "Click the link in bio for/to [fill in the blank]" or "find [fill in the blank] at the link in bio."
- The apparel category is the one with the most subtle CTAs. In fact, a lot of the highest performing posts by brands in this segment don't have a call-to-action. That means that the audience has already been educated on the behavior and does not need to be reminded every time items are available to shop. These brands however still do a CTA every few posts to refresh people's memory.
- The number of LikeShop links you include in your post does not affect its LikeShop performance. There's an even mix of of single link posts and ones with multiples.
- Adding geotags makes absolutely no difference.
- Piquing people's interest is the underlying current across all industries and all topics. Seems like a no-brainer, but simple things can sometimes be the hardest to execute. Think about what your audience is interested in, what it would be intrigued by, and what it can't get enough of. Those posts will garner the most traffic.
Bon App mag, earning those clicks.
Integrating LikeShop in your Instagram strategy is a great way to utilize all the tools at your disposition, and consequently optimize all angles of the marketing channel. We've seen before how it can help brands unlock a whole new revenue stream, while also enabling publishers to turn Instagram into a major growth-driver.
Now you know the nitty gritty secrets of how to ensure you hit that high bar you've set for yourself, every single time. Go get 'em.
*It's important to note that these averages are constantly in flux, and what might be right today might have variances tomorrow.
Want to learn more about our solutions? Get in touch today (right after you sign up for our weekly newsletter👇).