Instagram used to have a notorious reputation for denying marketers the ability to drive traffic from Instagram to another website. But with the introduction of business accounts in 2016, Instagram’s leadership seems more willing in allowing brands to extract more than just simple likes from their followers.
Instagram is one of the most influential social media platforms, but getting people to click away from it can be a daunting task. From a brand’s point of view, Instagram is a lot more about improving visibility and engaging with the community than it is about driving traffic back to your website. Focusing solely on getting website traffic will quickly damage your brand’s credibility. It is possible to drive traffic from Instagram, but you need to be smart about it – by making subtle adjustments on your Instagram interactions that should ultimately lead to increased website traffic.
If you have a decently popular Instagram account and you’re wondering if it can help you get more website traffic, we bring good news. With consistency and a few basic tactics, you can use Instagram to generate more traffic to your website.
1. The old “Link in Bio” trick
If you’re not already using this, the “link in bio” tactic is an absolute must. Since Instagram only lets you include one clickable link inside your Bio, let’s make sure that you’re using it effectively.
You can add a link by clicking on Edit profile and then paste your link in the Website box – this is the easy part. The hard part is including some kind of call-to-action reference in your posts (instructing followers to click the Bio link) without making it too obvious.
2. Linkable Instagram Stories
While organic posts cannot be linked, Instagram Stories are a different deal. You can link a story, but you need to have a verified account – getting verified is not as hard as it was a couple of years ago. Contrary to popular opinion, you don’t need a lot of followers to be eligible for a verified badge – there are some verified accounts with under 400 followers.
Once you have a verified account, you can link Story updates via the See more button at the bottom. With a simple swipe up gesture, the user will be re-directed to the web page that you want.
If you aren’t eligible for verification, consider working with an influencer within your niche that has a verified account.
3. Product tagging
Product tagging is a new Instagram service that allows certain businesses to tag their products in the traditional Instagram posts (organic photos). It works like this – if the user clicks/taps on the product, they are shown a short description (name + price). Both the name and the price can be turned into click-through links to the website where the purchase can be made.
Product tagging is still in the testing phase and is currently only available for U.S. retailers who are using an English Instagram Business profiles. But wait, there’s more bad news – so far the service is restricted to businesses who sell jewelry, beauty and apparel products. If you’re a foreigner, you have little choice but to wait. But it’s definitely worth it to keep an eye on the evolution of this service.
4. Running an Instagram ad campaign
If you want the simplest approach out of the bunch, the easiest way to drive traffic from Instagram to your website is via an Instagram ad campaign. It might hurt your wallet a little, but it will definitely beam a lot of traffic towards your site.
As you’d expect, Instagram ads can be made into clickable pictures, but a more popular option is to add a call-to-action button like “Learn More” or “Shop Now“. And since Instagram uses the same technology behind Facebook Ads (which is crazy good), you will be able to go after specific types of potential visitors.
Now that you got the basic know-how, start driving traffic from Instagram to your website. Got any other ideas on how to drive traffic from Instagram? Let us know in the comment section below.