With over a billion monthly active users on Instagram, there isn’t a problem getting users onto the platform—for brands, the challenge is getting users off of Instagram. Ideally most brands would like to drive website traffic from Instagram. But, that’s easier said than done.
Using ListenFirst’s Instagram analytics, we’ve pulled together our top recommendations for getting a brand’s Instagram audience to visit their website.
Instagram Analytics Insight #1: Optimize For Saves
Introduced in December 2016, Instagram Saves isn’t a new platform metric, but it is a strategy underutilized by brands. If a consumer is interested enough in a product that they save an Instagram post, that is a huge indication of intent to purchase and far more likely to convert to a website visit. Optimizing a brand’s Instagram content for more Saves will both increase website visits and improve social media ROI. For more information about Instagram Saves and how to get the most out of them, read this blog post!
Instagram Analytics Insight #2: Utilize Your Instagram Profile’s Link In Bio
Brands should take full advantage of the limited real estate Instagram offers for live links. The most well known is the option to share a link in the Bio of an Instagram profile page. To optimize incoming clicks, the bio link itself should be promoted in brands’ post captions to direct traffic back to their website or a landing page. For example, ListenFirst worked with a leading Lifestyle brand to measure the impact of adding link in bio CTAs to their Instagram posts, and found that website traffic from Instagram increased by 27%.
Instagram Analytics Insight #3: Promote Links in Paid Instagram Posts and Stories
By running paid Instagram posts and Instagram Stories campaigns, brands will inherently drive website traffic from Instagram. However, brands need to figure out when a paid campaign makes sense for them, and when there’s more value in directing Instagram traffic back to your website organically.
ListenFirst can help with that. By tracking your brands’ paid and organic content, and across multiple social media platforms, ListenFirst can identify which posting tactics are generating the best social media ROI. This will ensure that your paid campaigns are only deployed in the most high impact situations.
Instagram Analytics Insight #4: Know When to Send Instagram Traffic To Your Website
In some situations, it actually doesn’t make sense to try to convert Instagram traffic to website visits. Starting in March 2019, Instagram enabled in-app checkout for Shoppable Posts, meaning users reading a Shoppable Post see a tag showing the name and price of the item and can purchase it without ever leaving the Instagram app. For brands looking to use social media to sell products directly to consumers online, buying Shoppable ads mitigates the need to get prospective customers back to your website for specific products.
Instagram Analytics Insight #5: If Verified, Utilize ‘See More’ Option In Instagram Stories
Another option that Instagram offers brands (and individuals) who either have a verified account or >10,000 Instagram Followers is the ability to share ‘See More’ links in organic Instagram Stories posts. For those accounts, a chain link icon will appear at the top of the screen when you go to post a Story and can be used to share whatever URL you chose. The URL content will appear within Instagram when users Swipe Up on the See More prompt within the Story post. This gives marketers a powerful additional tool to connect their website content with the Instagram audience.
Instagram Analytics Insight #6: Video Offers Additional Link Flexibility
While IGTV may get a lower volume of traffic than Instagram Stories, there’s an additional loophole that allows Instagram accounts to link to an IGTV video within an Instagram Story, (even if your account isn’t verified or doesn’t have 10,000 followers). When you open the IGTV video you’d like to share, tap Add Video to your story, and tap Share next to your story.
That will allow Instagram Story readers to watch the video on IGTV, where the weblink back to your site is viewable within the video description.
Driving social media audiences to your website may be more difficult on Instagram than on other social media networks, but brands who are able to crack that code will stand out that much more from the competition. By working with a social media analytics platform like ListenFirst, brands can better understand which tactics are the most successful in optimizing those limited opportunities for live links; making sure as much relevant traffic as possible is reaching your brand website.