INTRODUCTION
According to surveys from Facebook IQ, 58% of Instagram users report becoming more interested in a brand or product after seeing it in Stories. In addition, 50% of people say they’ve visited a website to purchase a product they’ve seen in Stories.
Until recently, only brands with more than 10,000 followers were able to streamline the e-commerce experience by including web links in their Stories. Instagram’s new link stickers now make that feature accessible to everyone, which opens up new possibilities for smaller retailers and brands with fewer followers.
Following are some tips on how retailers can use link stickers in their Instagram stories.
HOW TO ADD LINK STICKERS TO INSTAGRAM STORIES
Whether you’re a Stories expert or just getting started, adding link stickers is a fairly straightforward process. Start by creating or uploading content for your Story on your mobile device. Then select the sticker icon at the top of the screen and tap the “Link” sticker included in the list of options. From here, enter the URL for your website or landing page.
Before you create your sticker, click the “See Preview” option beneath the URL to make sure the link works. If you notice a mistake after you create the sticker, you will need to delete it and start over.
When you’re finished, click “Done” on the top of your screen to add the sticker to your Story. You can then tap it to change the design or adjust its size and placement. You’ll notice that the final product will only display the main domain name of your website, but it will still link to the URL you plugged in earlier.
If your brand has more than 10,000 followers, it’s important to note that link stickers have replaced the “Swipe Up” option for organic Stories. The sticker essentially functions the same (but with a tap vs. a swipe), and you can still only add one link per Story.
Right now, link stickers can only be created within the Instagram app. Keep that in mind if you usually manage Instagram with tools like Facebook Business Suite.
HOW TO USE INSTAGRAM LINK STICKERS FOR RETAIL
Link stickers are just one of the interactive tools you can use to engage your followers within Stories. You can combine them with other stickers (like questions or polls), but make sure to keep your primary objective in mind. If you’re trying to generate sales, a link sticker that routes to your e-commerce store should be the primary call-to-action.
You also should consider the Story format (24-hour lifespan) when using link stickers. For instance, use them in Stories that promote one-day sales like Black Friday, Small Business Saturday or Cyber Monday. You also could feature a contest or giveaway that has a limited-time offer. Of course, that doesn’t mean you need to limit your content to one-off promotions.
Clothing retailers, for example, could create Stories that link to weekly style blogs or articles that feature current trends. They could then create highlights so people can access the content later. You can use a similar approach to feature different products within a product line, share recent news coverage or link to forums that answer customers’ frequently asked questions.
Use link stickers to expand your customer retention efforts as well. For example, direct your followers to subscribe to your e-newsletter or sign up for your loyalty or rewards programs.
As you get started, experiment with link stickers in various types of Stories. You also should try using different styles, sizes and placements to see how your followers respond.
Link stickers may only be used in organic Stories (for now), so don’t add them if you plan to boost a Story or convert it to an ad. In those scenarios, you will be able to select from the available call-to-action buttons and link to your destination URL that way.