15 Instagram Marketing Tips For Your Ecommerce Business

Don’t you just hate how much big brands suck up all the page one results on Google?

Seriously — like ALL of them.

These guys are hard to outrank, if not impossible.

If you want to get your brand front of people quickly but don’t want to rely solely on SEO, then your next best move is to focus on Social Media.

Facebook, Twitter, Pinterest, Instagram, Snapchat, Google+ — they’re all social media. But the way people interact on them in regards to brands and e-commerce couldn’t be more different.

And, let’s face it — Amazon pretty much engulfs the search results when people do an item search.

Instagram Marketing For Ecommerce

And even if you have a unique product to sell, if no one knows about it, they won’t be searching for it.

Therein lies the power of social media:

It gives you the ability to go to where your potential clients are, grab their attention and then make them aware of your store or product.

It also gives you leverage to compete against faceless e-commerce giants.

Yes, social media matters and it should be part of your ecommerce business plan.

And if you’re trying to grow your online store’s Facebook page and gain new customers, then it should be an essential part of your Instagram marketing strategy.

As mentioned before, though, no two social media platforms are exactly alike.

So where should you focus your attention?

Your best bet is likely one you don’t know very much about:

Instagram, baby!

Click on the infographic below for full size and Tweetable stats.

Embrace Instagram Instead of Facebook

The Definitive Guide on How to Get Real Followers That Love Your Brand

Below is a list of actionable instagram marketing tips with step-by-step instructions on various ways you can gain Instagram presence & followers and spread your online brand using Instagram. If you are looking for a resource on marketing post Covid-19, check out this guide.

1) Discover Images that Work For Others To Help You Build a Consistent Image Brand

People like consistency which is why branding your images is vital — especially on Instagram ads and posts.

In most people’s minds, consistency equates trust.

And when people view your brand as trustworthy, they are more likely to purchase from you.

With that being said, there are a couple things that you should do to find a type of image branding that works for you…

  1. Create consistent visuals
  2. Have a color scheme to work with (when necessary)

Before you can do either one, though, you may find you need a bit of inspiration. Here’s how you can find it:

Step One: Make a shortlist of your competition.

Instagram users follow at least one account. For example, if you sell handmade crafts, then your competition could be Etsy store owners who do well selling similar products.

Chances are they are on Instagram too and have found a Instagram marketing strategy that works.

Step Two: Go to Gramfeed.com, and click on Search.

Using Gramfeed To Research Instagram

There you will find the option to search for a user or search a hashtag.

Using your shortlist of competitors that you made, search for them using Gramfeed.

After you pull up your competitors’ accounts, take a look at what they’re doing.

How do their images speak to their brand?

For example:

Alchemic Earth Emporium is an Etsy shop with a follower count of over 5,000 on Instagram.

The images they take for their shop are earthy and rustic which works well for them because they sell stone and gem jewelry.

Screen Shot 2015-08-11 at 10.25.16 AM

AliaTaBows is another shop with an Instagram account, but their approach to image branding is different because what they sell is different and their target audience is likely a bit different too.

AliaTaBows is another shop with an Instagram account

Step Three: Make a note of what you like.

After you’ve looked around at other accounts by people who run stores like you, you can get a better idea of what is working for them and the type of look and feel you really want to capture in your Instagram posts. Be sure to check their latest Instagram Story as well.

2) Creating Your Image Branding Guide for Consistent Visual Imagery

As touched on earlier, consistent imagery on Instagram ads and posts is an important part of creating trust and gaining followers.

There are many ways to create consistent visuals.

Nike Instagram Account Has Great Visuals

For example:

Nike’s curated Instagram feed consists of a variety of color overlays, filters, and even videos that they’ve posted.

However, every photo is crisp, clean with a clear focus. And looking at those six images alone, anyone could tell that this is Nike.

As a brand, Nike is focused on sports and fitness, but they post things that evoke emotion or traits like mental focus, strength, and happiness.

All of these images, though varying in color and focus still stay true to the overall brand that is Nike.

Maybelline Makeup has similar approach but they’ve tailored things to their brand and audience.

Maybelline Makeup has similar approach but they’ve tailored things to their brand and audience.

Branding Guide Part One: Imagery

It’s easy to get lost in what to create for your posts, but here is how to create your own guide to make sure everything you post is consistent:

Step One: Sign up for Canva (free).


Step Two: Select the Social Media image size (800×800).

Instagram Brand Guide

Step Three: Name your image as your IG (Instagram) Branding Guide.

In here is where you will create your own quick reference guide so for your posts to ensure consistency

Step Four: In the first box there, create your Brand Guide—and name it as such.

This is where you’ll list the fonts and colors you will use in your posts.

Step Five: Choose the fonts you will use for your images.

Pinterest Font Pairing

Pairing fonts correctly can be a little overwhelming, but here is a pin on Pinterest that can help you find great font pairings to work with.

Choose fonts for:

  1. Your title (or something you want to to highlight in bold)
  2. Your Subtitles
  3. Your main Body Font

When you choose these fonts make sure to stick with them. These are what will help your brand stick out and help create consistency in your images.

Branding Guide Part Two: Color Scheme 

If your e-commerce store is already live and kicking, then you probably have a color scheme set in place.

If that’s the case, great!

You can use a Google Chrome and Firefox Extension called, ColorZilla, to analyze the colors on your website and snag the colors easily from there.

Step One: Install ColorZilla your browser.

Color Zilla

Step Two: Select the Webpage Color Analyzer option.

Webpage Color Analyzer option.

Step Three: Pick the main colors you want to use for your Brand Guide.

Screen Shot 2015-08-12 at 9.58.43 AM

Step Four: Copy the colors from ColorZilla and paste them into Canva.

(I simply used the circle shapes in Canva and then copy and pasted the hex color (#fff) from ColorZilla to the circles to create my color scheme.)

If you don’t have a color scheme set in place yet, then try out the free online tool, Coolors.

It’s super easy to use and you’ll quickly find a color scheme to use in your photos.

Now that you have these in place, hold on to it and use it for reference in the future. But don’t stop branding with your Instagram posts, if you have a blog, make sure your blog posts also reflect your branding strategy.

3) Engage and Convert Your Audience Through Beautiful and Inspirational Posts

Everyone loves taking a picture, but surprisingly, people love a good photo. A good photo is not just about snapping a pic on your cellphone.

The best photographs are considered art, and art evokes emotion.

Instagram was built on the idea of sharing pictures, so your images are vital and something you need to nail down when it comes to creating them for brand awareness.

I don’t think there is a need to dive in too much about why pretty pictures and inspirational posts work.

But it’s not always enough to take a picture on your phone and post it to your Instagram feed; sometimes you need to do a little bit more.

Thankfully, there are a ton of Instagram apps that can help you create captivating content.

Just do a quick search in the app store on your device and you’ll find a few free ones that you can test out and use.

There are also a some online graphic design and video tools that you can use to create your posts for IG:

You can use these tools and literally go in a billion directions as far as what you can create. Each one has something different to offer as far as editing options. You can also check out this tutorial to learn how to create a quick color scheme with some of the tools mentioned above.

Since I already have you in Canva creating your Image Branding Guide, sticking with that might make the most sense.

But you can take some time to play around with these other ones to see which one you like best.

4) Use Hashtags To Maximize Your Reach and Spread Your Brand

One of the most amazing things about Instagram app is its ability of organic search.

Though Instagram is a social media platform, but it is also a search engine.

But whereas Google uses keywords, blog posts use tags, as part of its ranking, Instagram uses hashtags that can be used to be easily found in the search section of Instagram.

For example, let’s say you’re doing a search for in Instagram for… Nike.

If you go to the ‘Search’ tab, click on ‘Tags’ and then type in Nike, you will find that there are close to 50 million posts using #Nike.

Nike Hashtags

Nike is a great example of a branded hashtag. You can see in the above screenshot they have a ton of them. When you follow that branded hashtag to the search results, you find two areas where images will appear:

  • Top Posts (the ones with the most likes and comments)
  • Most Recent
#Nike Top Posts

Now, if you decided to use #Nike in a post, the reality is that you would more than likely not show up in the Top Post section (usually Nike’s Instagram business account dominates that area.)

However, you can undoubtedly show up in the ‘Most Recent’ section.

And if you can create an image that stands out among the rest, then you can get more likes from organic search and more followers.

So what can you take this to mean…?

Well, if you target a branded hashtag that is popular enough to get searches but not so popular that you get pushed out of the results, then your post can easily stay in the search results for quite some time and even become popular enough to become a top post.

This means you’re the cream of the crop for that “keyword” and people can easily find you.

On the flip side of this, if you use no hashtags at all, you will NEVER show up in a search because Instagram will have no way of categorizing your image.

Therefore, your reach will only go as far as your current follower base.

To drive this point home:

Not using hashtags makes everything you’re doing a waste of time — so use them.

One of the best places to use hashtags is in the description of the post. IG allows up to 30 hashtags in this section.

Whether you should use this many is more up to you, but Buffer’s post about the science of using hashtags showed that interaction on Instagram are the highest when 11 or more hashtags are used for a post.


Source for image

Even though the data shows that more hashtags are better, but keep in mind that you don’t want to appear or be spammy.


Use hashtags that are only relevant to your post.

I’m not going to leave you guessing on how to find these relevant tags though.

Here’s how you easily find popular hashtags on Instagram.

Step One: Go to Iconosquare and sign up for a free account.


This connects your Instagram account.

Step Two: Use the search bar at the top of the screen and enter a possible hashtag you’re considering using.

Search Hashtags

Doing this will pull up how many posts are using that tag as well as other relevant hashtags you should consider targeting.

Make note of as many relevant hashtags you think are worth using for your posts.

I like to keep mine handy in a Google Doc — hashtag included — so that I can simply copy-and-paste to save time later.

Once you start getting traction on Instagram, it might be time to consider making your posts shoppable with Pixelshop.

5) Think Outside the Instagram Box for Better Overall Engagement

When it comes to Instagram marketing, your content has to set you apart.

Keep in mind that Instagram can connect to other social profiles like Facebook and Twitter and you can post your images to these profiles all at the same time.

Therefore, you can and should take your hashtag research off of just IG and look into what’s trending on Facebook and Twitter too and then post from IG to those profiles to expand your overall social media reach. Your Instagram profile should be used to highlight your brand values and your main offer. Every Instagram posts should have an engaging caption.

Social Sprout has a great list of tools to help you find what’s trending on Twitter.

6) Use Iconosquare to Track and Grow Your Account Like a Mad Man

Obviously, as with any marketing tactic you employ, you’ll want to know if the ROI is there. And that’s where Instagram analytics tools come in.

Even though you can reach 100% of your Instagram followers organically (for now) there is still an investment in your time that should be considered.

And even if you determine that your time investment has been worth it, you still should be tracking:

  • What posts resonate best
  • Which posts get the most likes, comments, and re-posts
  • And how many followers you’re gaining or losing

One of the great things about Iconosquare is that it gives you a ton of data that is pleasantly presented and easily digestible.

Ariel Rule Instagram

You can get a basic overview of what’s been going on with your account, but you can dive deeper with other actionable data:

  • Rolling month analysis: This gives you a fuller overview of what content has done the best over the course of a month.
  • Content: Here you can view how many pictures you’ve posted per month/year, what days you most the most and at which hours you post to IG, view your most popular filters and top hashtags.
  • Engagement: Here you can see your best performing content ever and your ‘Like’ growth history.
  • Optimization: This is a great area to find out which Instagram filters you use on your posts get the most likes. If there is a certain one that performs better than others, then you can use that data and start using only the filter(s) that do the best.
  • Community: Get a look at who follows you, who you follow, and overall growth of your account.

After a couple months of solid posting, you should have a decent chunk of data to work with. All of the stat points mentioned that Iconosquare provides will give you valuable insights as to what is working.

It can be a little overwhelming to try and take that data and use it to your advantage, but at least you have a clear overview of what the people on the other side of your posts are most interested in

Once you review the points on Iconosquare, you can get a better idea of what is the best time to:

  • Post to IG
  • What Filter works best
  • Which posts get more engagement (and a better idea of why)
  • How many followers you gain and how many you lose

From here you can adjust your marketing efforts and aim them in a better direction. Doing this is not only good for your brand but will help you grow your follower account on IG.

So far we’ve touched on how to start out on Instagram with a bang. But if you’re going to do this right, then you know that you gotta be in it for the long haul.

Below are ways to up your game and grow your follower count into the thousands.

7) Stand Out From The Rest Of The Stock Image Crowd And Hire Photographers

Oooh, sounds expensive, right?


If you don’t have time to take pictures worth posting, then consider hiring a photographer. And, yes — it’s cheaper than you think.

For $50 you can get 5 generic photos on shutterstock, or hire a photographer on People Per Hour for the same price and get dozens of original images.

Heres how to get awesome images for the same cost as generic photos:

  1. Sign Up For An Account At People Per Hour
  2. Save Popular Images Into A Folder
  3. Hire A Photographer Near You For 1-2 Hours
  4. Send Them The Example Photos and Mail Them Products (1 Hour)
  5. Do an on site photoshoot for the other hour.

Really bootstrapped? No budget for photography?

Do you know any aspiring photographers in high-school or college? Maybe you have family members who likes to snap a few photos here and there.

Either way, you probably know a few people who would like to add something to their portfolio or have some fun getting involved doing something they love.

If you can find someone like this, ask them to do a fun photoshoot highlighting your products or what it’s like behind the scenes of your business.

Not only can you get some truly amazing photos for IG and your blog, but chances are that they are on Instagram with a following of their own and they will re-post the pictures they did for you and help you spread your brand even further.

8) Use and Test Filters to Find that Aha Moment


You’ve got your branding guide, you’ve got the hashtags you want to use, you have tools to help you keep track of your account, you’ve got some awesome photos.

Now what?

Now, it’s posting time!

But before you post that first picture…

Consider adding a filter.

Intagram Filters Graph


Studies have shown that even though a No-Filter post is most often used, the Filters that get more likes and overall engagement are as follows:

  • Mayfair
  • Inkwell
  • Amaro
  • Walden
  • Lo-Fi

If more likes and followers are what you’re aiming for, try a couple of these filters when you post a picture and use Iconosquare to gauge the results so you know which one works best.

9) Post At The “Perfect” Time For The Most Reach

Truth be told there is no perfect time to post on Instagram. You’ll have to figure out our own Instagram posting schedule.

Every Instagram audience is a bit different, but that doesn’t mean you’re left to guessing.


According to a study by TrackMaven, the most effective days to post are Friday, Saturday and Sunday.

Another study found that posting at 5PM EST usually get you a much higher engagement.

So start by posting to Instagram on Friday around 5PM EST and see how that does.

Test a few other times and days to measure how well those do and then cut out what’s not working and stick to what is.

10) Be Creative When Highlighting Products For More Engagement

You could simply snap a picture, slap a filter on it and post it, but why not shake things up a bit.

TOMS Instagram

Dig deep and be creative when you want to highlight a product.

TOMs does this really well.

That photo there on the top right corner received over 15k likes while the post before it didn’t even break 10k.

This may have had to do with timing, but my guess is that the creativity of that color infused picture did a lot for it.

11) Identify Instagram Influencers to Work With so that You Can Expand Your Reach and Explode Your Follower Count

Influencer marketing is just as vital for your blog as it is for gaining follower on Instagram. There are a TON of influential people on Instagram and many of them may be the last people you’d expect.

There are quite a few accounts in various niches that have tens of thousands of followers and they’re ran by twelve year olds.

But no matter what age the people behind the account is, they do hold power in your niche because they already have the followers you want.

Connecting and working with them and landing a post on their account with an @mention back to yours can be HUGE.

There are two ways to find influencers:

  1. The Easy Way (but might cost some money)
  2. The Hard Way (free, but you pay with your time)

If you want to go the easy way to find Instagram Influencers, then try out Snapfluence or InstaBrand. RisePro is an Instagram marketing tool, specifically designed for ecommerce.

But… chances are that these guys will charge you more than your budget will allow so you may be left with finding these influencers on your own.

However, finding potential influencers is not that hard, but it can take time, and it’s something you can do over a longer period of time.

  1. Using your smartphone or tablet, search one of your main hashtags inside of Instagram.
  2. Take a look at the top posts in that hashtag and click on the various ones there.
  3. Once you find a photo by someone who isn’t a top name brand, check out their account.
  4. After gauging their follower count and getting a sense of their audience, reach out to them via a Direct Message to inquire about possibly working with them.

You won’t be able to find a whole bunch of people who fit the bill, nor should you rush it. It takes time to find the right influencers and you don’t want to waste time and money on people that aren’t the right fit.

Take some time, be patient, and you can find the best influencers for your brand.

12) Give a Little, Get a Lot, and Everyone Wins

When it comes to Instagram, the idea of ‘I scratch your back, you scratch mine’ is not lost on the platform.

But how do you do this, exactly?

By re-posting.

Believe it or not, re-posting other people’s image content and cross-promoting with others while singing their praises is one of the best things you can do to grow your following and show that you are a respectable brand.

13) Engage with Others so That You’re No Longer Invisible

Since you don’t want to go overboard with the re-posting of other people’s images, liking and commenting are your next best way to gaining a follower.

Using a similar approach as before, search through your most popular hashtags that you’re using in your own posts to see who else is using them.

Go through the images and Like other people’s posts. Then, take it step further and Comment on the post.

If you can be the first person to like and comment on a post, then BE THAT PERSON.

Say something that’s engaging enough to get them to be like ‘I don’t know this person… but they like what I’ve posted. I wonder who they are…*then taps to see your profile*’.

This isn’t hard to get people to do on Instagram. People are highly and easily engaged on the platform, but you usually have to make the first move.

14) Run Contests and Giveaways

Contests and Giveaways can get you more followers in a single post than all your other posts throughout the month.

Collaborate with a couple influencers and some active followers and you can skyrocket your giveaway’s success. (I’ve personally done this on some IG accounts I run. My most recent giveaway gained the account over 100 followers in 20 minutes.)

In order for this to work, you need to put up something that your audience would want to win.

Do they want your product or would a gift card to a common store be better?

What is it that they want?

Figure it out and then line up how they get can get it. If you also have a little budget to go with your giveaways, you can run Instagram ads to expand your reach while improving brand awareness.

The best way to gain followers and get their followers to become followers is to do something like this:

Step One: Create an amazing graphic for your post (one that’s good enough to make people want to repost it). Announce your giveaway and and what it is that is up for grabs.

Step Two: Explain that if they want to enter to win they need to do the following:

  • Like your photo
  • Follow your account
  • Repost your image with an @mention (and a desired hashtag if you like)

The Likes will make your Intagram post popular and give it the change to show up in the ‘Most Popular’ section of your desired hashtag. (Don’t forget the hashtags either!)

Following you means you gain a follower.

Reposting your image with an @mention gets you on the radar of other people who follow them. It then gives those people a chance to win which means more likes, more followers, and more reposts.

It’s a happy cycle that can help you hit the motherload.

Just make sure to promptly follow through with picking and announcing the winner and getting them their prize.

15) Take Advantage of Your Instagram Bio Link To Increase Traffic to Your Promoted Content

Last but not least is this very important piece to the puzzle:

Make sure you add your store’s link in your Bio area.

You won’t be able to sell much if Instagram users can’t actually find a way to your store to buy your stuff so don’t forget to add it — it’s super important!

Currently, the one of the only clickable URLs that you can put in Instagram is in your Bio Link.

(note: the exception to this is the Sponsored Carousel ads which advertisers have to pay for and they get a link in their promoted post)

However, your Bio Link is not something set in stone so you can always change it to support your latest or marketing endeavor.

For example, TOMs links back to a story section on their site.

And, Emily Jane Designs links to her personal store using a full URL.

To make this link very effective, though, try changing out the URL in your Bio to link back to whatever product your are promoting that day/week.

That way, Instagram users won’t get lost searching for the product you were highlighting in your Instagram post. You can also incorporate Instagram Stories.

Wrapping It Up

Unlike Facebook and Twitter, getting followers on Instagram is much easier and as our infographic proves — they’re worth much more.

Jay Baer with Convince & Convert posted on his Jay Today show that while Instagram is having a huge uptick in followers and engagement, it’s very likely that this free marketing platform won’t be free for long.

Therefore, you really don’t want to put off your Instagram Marketing efforts for much longer.

Get started now and take your brand awareness to the next level.

About the author

21 thoughts on “15 Instagram Marketing Tips For Your Ecommerce Business”

  1. Wow! A very generous article indeed, super-packed with thorough ideas to help unstuck an IG newbie like myself.

    Would definitely put into action most if not all of the tips here!

    Thank you very much Ariel!

  2. Interesting article, thank you. In instagram, you can promote anything. There’s a huge audience. Advance your account is also not difficult, but for this you need to know what to do. There are special systems created in order to accumulate real followers. For example ingramer.com or bigbangram.com. This will save a bunch of your time.

    • Thanks for the suggestions!

  3. I’ve been looking for a long time to develop digital marketing through facebook, however I have to follow the tide and go running to join the advertising of the instagran, because everyone is now in that intagran and we have to be aware where our target audience is.

    • Yeah – everyone is on Instagram!

  4. Networks like Facebook and instagram are giving tough competition to Giants like Google.
    But since many people have started using Facebook for their marketing strategies, Instagram has become my personal favorite. Thanks for such a cool and awesome article.
    Cheers mate..!!!!

  5. Awesome content, profile and images are the key to be sucessful on Instagram. Pinterest and Instagram are both amazing platforms for eCommerce sites. Instagram can help you reach so many people around the world who might be interested in your products. Thanks for the tips.

  6. Using Facebook & Instagram is a winning combination for any types of business. As any platform, Instagram Ads also needs to be optimized for maximum revenue. Great tips on Instagram.

  7. This is a nice read! I’ve seen a lot of people use Facebook and Instagram to market their products. I thought Facebook has been the best place since most of us use the site, I realized that since most use Facebook to market, there’s a big competition flowing thus it’s harder to market. With all statistics, I think Instagram is as effective as Facebook but lesser noise since in Instagram, it’s directly based for Photos thus more effective marketing and easier reach to the audience/ users. Thank you for the read! Hoping for more articles like this. It’s engaging.

  8. Wow. Thanks for the info about brand guide and inspirational posts. Expect it would help me in promotion. In any event, we were not born yesterday, and ought to understand the reality: nobody can’t use this strategy without aids, e.g. Iconosquare or Zengram for promotion. My sister use it and has good analytical info and a lot of followers

  9. Instagram is slowly taking the reign in social media. Facebook has been the mecca of all social media platforms for years now but its popularity, especically in social media marketing department is slowly dwindling because people today are more into visuals than words — and that’s the advantage of instgram. Some people say that instagram is facebook for people who can’t read. And surprisingly, this is actually true and more people prefer seeing your brand through an image than words because as they say, a picture is worth a thousand words. It is the best way to grab your target market’s attention by doing the minimum.

  10. Great article. It’s still too early to tell if my clients customers are hanging out on Instagram but this gives me a great strategy to find out! I’ll report back with the results!

    • Thanks Suzen! Lets us know how it shakes out 🙂

  11. Thank you so much for putting together this detailed step by step for using Instsgram effectively. Lots of great action plans for building a brand name on Instagram–something I struggle with. When looking at other accounts with cohesive pictures and colors, I’ve noticed that this is very important in gaining loyal followers. I’ve also witnessed that having influencers share and review you is what really moves you ahead .

    Thanks again for taking the time to help us out with creating a better Instagram account. I’m off to share this article with my fellow Girls’ Day Out Shopping partners.

    • Hannah, appreciate the comment 🙂 thanks for sharing

  12. Wow. This is really cool. I was thinking about how to do an effective planning for building a brand on social media for a while with little knowledge and experience and it has been taking so much of my energy with no result! This article gives me a better systematic and organisational path to take.
    Thank you!

    • Hey Chira, yup planning is everything. You can’t just throw stuff at the wall and hope something sticks, believe me…Ive tried it 🙂

      Glad you found our article helpful 🙂

  13. Such an awesome article, Ariel! It is amazing how often marketers get stuck in their ways and don’t see all the opportunities that are out there. I know of several entrepreneurs that have used Instagram (and nothing else) for building their audience prior to launching their product, and it was a huge success in each case.

    • I think the hardest part for marketers nowadays is that there are so many options for getting the word out that they get a bit overwhelmed as to which way to go so they just stick with what they know. I’m glad so many have already seen the power of Instagram! It’s a pretty amazing platform.

  14. Excellent article with lots of great resources. I especially liked the part about how to use Canva to set up an image branding guide. Will be doing that!

    • Thanks for checking out the article, Laura! Ariel did an awesome job. Lots of actionable tips!


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