There is no use denying the power of Instagram.

This single platform has given small business owners loads of opportunity – to tell their story, connect with customers, and even sell their product. It has transformed marketing in less than a decade.

That being said, there are a lot of downsides to relying on an app with an algorithm that is unpredictable at best and that seems to be rolling out new features left and right.

Remember when Instagram was just photos? Like one, chronological feed of photos, trendy (for the time) filters and that’s it. Those were the days.

Instagram has grown significantly since then – in fact, you may not even remember the time before DMs (yes, there was one!)

So when you start to feel overwhelmed by this particular platform, it’s easy to understand why.

In less than 5 years, Instagram has introduced SIX new features that are all linked to the success of your account.

So in an effort to restore some sanity to your IG life, we created a roadmap to Instagram for retailers – a tour of the platform for 2021 to help you utilize the platforms’ features in a way that most benefits YOUR business. So grab your canteen and slap on some SPF, we’re going for a digital hike.

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The Instagram Basics

There are 5 basic elements visible to anyone who stumbles across your brand’s account. These are the elements that should be in tip-top shape to make that important first impression. These days, many consumers check out a businesses IG before their website, so it’s critical to keep these pieces lookin’ good.

Bio // your shop’s business card

A bio is can easily be overlooked, but it is essentially your shop’s business card. It’s best to keep it straight forward with such limited space – your shop’s name, what you do, where you are and what’s they can find at the link in profile.

Highlights // your introduction

Curate your story highlights to organize evergreen content for new-to-brand followers to discover. These don’t need to be regularly updated or trendy, they are best utilized for important introductory information. Here are a few ideas for highlights: our story, our values, favorite products, reviews.

DMs // your 1:1 relationships

I might get flack for this, but I think it really does go down in the DMs. In a digital space, DMs are a great place to build 1:1 relationships and actually get to know your followers. You don’t have to spend hours a day in there, but find a level of engagement you’re comfortable with and stick to it. Even just a “♥️ thanks for sharing!” can go a long way.

Feed // your front window

What was once the entire app, is now just a small piece of the IG ecosystem and it can be hard to know what to do there anymore. While static feed posts don’t seem to get the reach they once did, think of these squares as your front window – does it catch the eye of your potential customers?

Comments // your customer service

The comment section is like an audit of your customer service experience – other followers get an impression of how you engage out in the open. Do your best to answer questions, respond and engage with those followers who have gone out of their way to join the conversation. It is called social media after all. 😉

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The Instagram Features

Here’s where the fun starts.

In August of 2016, Instagram introduced Stories – a SnapChat like feature for disappearing photos/graphics etc. Since then, it seems like every few months there is a new “must-use” feature demanding a lot of time and attention from users. Let’s take a quick look at each, and break down how they can best be utilized to connect with your audience.

Stories // behind the scenes

One of the best things about the stories roll out was that suddenly Instagram didn’t feel as cold and curated. Stories are best utilized to give followers an inside look at the business, get feedback, start conversations and get a little more real. This is especially powerful for indie retailers who may have their branding on lock, but want to remind followers that there really is a small team behind the curtain.

Reels // a mini commercial

At the time of writing this, everyone is talkin’ about Reels. What we love most about Reels is that it has created an opportunity to be playful – these short videos are really able to bring your business to life! Instagram has also made it so Reels can be seen by anyone – not only your followers. This is a nice way to organically expand your reach without spending on ads.

IGTV // your briefing room

IGTV had a pretty big roll out, but seemed to fizzle pretty quickly. Viewers on Instagram aren’t very likely to stay tuned in for a long format video, but that being said, there may be some launches, products and conversations that could benefit from that extra content and color. This is also the place where your IGLives go live on after they end.

IGLive // your own talkshow

IGLive is a great feature, but one I know it can be intimidating to try. When you go live, followers are notified and you can see questions, comments as you talk. This is a great way to interact in real time with your audience and either make an announcement, teach or answer questions. With the recent addition of Live Rooms, you can now invite friends to rip the ‘let’s go live’ bandaid with you and have a conversation for others to witness.

Guides // your brand’s blog 2.0

Haven’t even heard of guides? You’re not alone. Guides were rolled out pretty damn quietly, but they’re actually a pretty useful tool for retailers to explore. Essentially, you can create a curated guide using any pre-published posts from your account or any private account to walk followers through a curated list. Looking to highlight best selling product? Done! Wanna make suggestions of local spots for lunch after shopping? Easy!

Shopping // your social media pop-up shop

Last, but defffffinitely not least – shopping! This is a no brainer for shop owners, bringing followers one step closer to converting into customers at the moment of interest. Yahoo! HOWEVER, we highly recommend handling check out on your own site so you gather all that valuable customer information (like email addresses!) and avoid the high fees that come along with IG checkout.

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We made it back to camp after a long journey around Instagram. Like we said – there were plenty of sights and sounds along the way, but hopefully this breakdown gives you a better sense of how to leverage this powerful platform to grow your business – not simply your following 😉.