Continuing from the popular previous series, in this series, you can read this from "basic knowledge that corporate SNS personnel absolutely want to know" to "effective utilization methods that can only be done by Instagram" and "the latest trends in Instagram". We will explain the front-line know-how in an easy-to-understand manner so that you can start operating your Instagram account even tomorrow.
In the previous article, I explained about "Instagram Live", which is getting a lot of attention due to Korona-ka. This time, I will explain about the "shop function" and "Instagram shop" that evolved in 2020.
Evolution from "Instagram Shopping"
In 2020, it is said that the demand for online shopping has increased due to Korona-ka, and the number of users who check product details and access EC sites from product tags attached to Instagram posts has increased. There was a nice update for companies that have their own e-commerce site. That is the evolution from "Instagram shopping" to "shop function" & "Instagram shop".
"Instagram shopping" introduced in Japan in June 2018 was a function that you can display the details of the product or move to the product purchase page by tapping the product image posted on Instagram, but the reference article, 2020 In June, the "shop function" that can be managed in common on Instagram and Facebook was introduced, and in July of the same year, the "Instagram shop" that allows you to enjoy an experience like window shopping on Instagram was introduced.
What is "shop function"?
The "shop function" is an online store where you can browse, search, and purchase products directly from Facebook and Instagram. By making it possible to centrally manage "Instagram shopping" and "Facebook page shop", which had been independent until now, with the commerce manager, the burden on shop operation has been reduced. The shop function is free to use, and once the shop is approved and you add the item to the catalog, you will be able to browse the shop and purchase the item.
Reference: About Commerce Manager | Facebook Business Help Center https://www.facebook.com/business/help/2371372636254534?id=533228987210412As of November 2021, the payment function within the Instagram app is not provided in Japan, so your own EC site is essential for making the final purchase. If you are going to create an EC site from now on, it is convenient to select a platform that can be linked with the shop function, such as BASE and Shopify.
The main features of the "shop function" are as follows.
How to use "shop function"
If you are a company that used Instagram shopping, you may have already migrated, but if you plan to use the "shop function" and "Instagram shop" from now on, follow the steps below.
* Some screens may differ from this article depending on the Facebook page, business account, and shop settings. The rough procedure does not change, so we would appreciate it if you could proceed with the settings by referring to this article.1. Confirmation of eligibility
First, make sure you are eligible to use the shop.
2. Creating a shop
Let's create a shop first by using "Commerce Manager". Click the "Add Shop" button.
A brief description will be displayed, so click "Next".
On the Select Checkout Method page, select Checkout on Other Websites and click Next.
On the "Select Sales Channel" page, you can select "Facebook Page" or "Instagram Account" if you have already created it. If neither has been created or you want to create a new Facebook page, select "Create new page" in the figure below.
A dialog box for selecting the category of the Facebook page will be displayed, so select the appropriate one. Check the Facebook Help Center for information on how to create a Facebook page.
On the Link Business Account page, select the business manager account you created. If you haven't already done so, select "Create a new business account" and proceed to the creation step (a business manager account will be required to set up your shop later).
On the Add Product page, select a catalog you have created, or enter a catalog name in Catalog Name under Create New Catalog and click Next. You can edit the contents of the catalog later, so enter only the "catalog name" here.
On the "Add Website" page, enter the URL of the EC site you want to link to your shop and click "Next".
Check the settings on the Preview page.3. Waiting for shop review
When the review is completed successfully, you will be notified by e-mail etc., you will be able to customize using the commerce manager, and the shop will be open to the public.
4. Registration of listed items
In Commerce Manager, you can register items, customize styles, set collections, and more.
Items to be posted in the shop can be registered via the catalog. First, let's register the item in the catalog. There are four registration methods. Select [Catalog] → [Data Source] from the left menu of Commerce Manager to proceed.
(1) Manual
It is a method to fill in the item information one by one in the form and add it to the catalog. This method is recommended when the number of items is small and you do not update much.
(2) Data feed
How to add / update items using spreadsheets or files. You can upload the file only once, or you can set a schedule and upload it automatically on a regular basis.
(3) Partner platform
A way to automatically import items from partner platforms such as Shopify into your shop.
(4) Pixel
It is a method to automatically add / update products by embedding Facebook pixels in the EC site. If you have a large number of products and update frequently, we recommend using pixels.
5. Application for item review
After registering the item, let's apply for the review required for publication. Once approved, you will be able to list items in the shop.
6. Create a collection
Let's create a "collection" that is a unique feature of the shop. "Collection" is a function to display products by theme such as usage and season. For more information on how to create a "collection" in Commerce Manager, see the Facebook Business Help Center.
See: Create a collection in Commerce Manager | Facebook Business Help Center https://www.facebook.com/business/help/2658959294372394?id=1077620002609475 Source: SALONIA https://www.instagram.com/salonia_official / /What is "Instagram Shop"?
The "Instagram Shop" service, which started in Japan in July 2020, can be accessed from the "Instagram Shop" tab (shopping bag icon) at the bottom of the screen. The feature is that the shops, products, posts, collections, and products recommended by the editor of the official account "@shop", which is personalized for each user, are displayed.
Source: Launched Facebook shop in Japan, supporting online business of small and medium-sized businesses | About Meta https://about.fb.com/ja/news/2020/06/introducing-facebook-shops/In addition, from August 2021, you can advertise in the Instagram Shop tab. “We find it most effective to display ads in an environment where consumers are already in the mood to shop,” said an Away representative who participated in an Instagram shop tab ad test in the United States. The ads in the dedicated tabs of the Instagram shop are the best way to reach consumers who have such a mindset. "
Reference: Instagram launches ads in Instagram shop tabs | About Meta https://about.fb.com/ja/news/2021/08/ads_in_instagram_shop_launch/By advertising on Instagram shops that offer an experience that feels like window shopping, users will have the opportunity to meet new “likes”. And for companies, it may be possible to reach potential customers who are interested in their products.
Make full use of "Instagram Shop"
You can tag up to 5 items for posts using a single image and videos, and up to 20 items for posts using multiple images. Strengthen your lead to the shop by attaching "product tags" to all content that introduces products, such as feeds, stories, reels, and Instagram videos (livestream archives).
In addition, let's use the "summary function" to make it easier for users to select from multiple products (reference article).
Summary The following is an example of the theme, so we hope you find it helpful.
Before using "Shop Function" & "Instagram Shop"
Lastly, we will list the "Terms of Use" and "Products that cannot be used", so please check in advance.
Terms of use
Products that cannot be used (example)
For more details, please see our Facebook policy page.
Reference: Commerce Terms and Conditions | Facebook https://www.facebook.com/policies_center/commerce ◇◇◇This time, I explained the "shop function" & "Instagram shop" that evolved from Instagram shopping in 2020. If you have an EC site and the products meet the conditions, you can't use it. Let's get started! Next time, I will explain about "Instagram videos (including old IGTV) & reels".
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