5 little-known ways to use Instagram to promote your eCommerce brand

Udit Agarwal
October 25, 2023
-min read
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Instagram, a photo-sharing platform boasting over a billion users, offers vast potential to eCommerce brands to create visibility and generate sales. While businesses are familiar with posting pictures and using ads, there are several lesser-known strategies that can give your brand a competitive edge.

1. Leverage Instagram’s "Close Friends" Feature

The “Close Friends” feature was designed to let users share content with a select group of friends. As a brand, you can use this feature innovatively. Consider creating an exclusive “VIP Club” for loyal customers.

How it Works: Invite your regular customers or those who engage frequently with your content to be part of your Close Friends list. Share exclusive offers, early product launches, behind-the-scenes content, and more with this group.

Benefits: It fosters loyalty and makes your regular customers feel valued. They get a peek into exclusive content which can incentivize them to continue engaging with your brand and make more purchases.

2. Instagram Guides for Product Tutorials and Reviews

Instagram Guides is a feature that allows users to curate posts into longer-form content. Brands can utilize this feature to create product tutorials, how-to guides, and showcase customer reviews.

How it Works: If you have a product that needs a bit of explaining or has various uses, create a Guide to demonstrate its benefits and functions. Alternatively, curate a Guide showcasing user-generated content where customers have reviewed or shown off your products.

Benefits: Guides offer a richer, deeper engagement with your products, helping potential customers understand their utility. Also, using user-generated content builds trust as prospects see real people using and loving your products.

3. Collaborative Content with Niche Micro-Influencers

While many brands collaborate with big influencers, there's an untapped market of niche micro-influencers who have smaller but highly engaged audiences.

How it Works: Identify micro-influencers in your industry or niche. Instead of just sponsored posts, collaborate on content creation. Host joint Instagram Live sessions, create stories together, or even develop products in collaboration.

Benefits: Their audience trusts their recommendations. By collaborating, you tap into an audience that's more likely to be interested in your products. Moreover, these collaborations often come at a fraction of the cost of top-tier influencers while yielding a higher engagement rate.

Also Read: How to connect WhatsApp Business Account to Facebook Page?

4. Instagram Shopping with Augmented Reality (AR) Try-Ons

Instagram Shopping is gaining traction, but a lesser-known feature is the AR Try-Ons. It allows users to virtually “try on” products, especially beneficial for businesses selling items like eyewear, jewelry, or makeup.

How it Works: Once you’ve set up Instagram Shopping, integrate AR tools that allow users to virtually try on your products. When users browse your products, they'll see the option to "Try it on", which activates their camera and overlays the product on them.

Benefits: This interactive feature enhances the shopping experience and can reduce return rates. Customers get a better sense of how a product might look or fit, leading to more confident purchase decisions.

5. Exploit Instagram's Algorithm with Engagement Pods

Engagement pods are groups of Instagram users who agree to engage with each other's content to boost its visibility.

How it Works: Create or join engagement pods related to your industry. Whenever a member posts new content, everyone in the pod engages with it by liking, commenting, or sharing. This sudden surge of engagement signals to Instagram's algorithm that the content is valuable, pushing it to a broader audience.

Benefits: Your posts gain immediate traction, increasing the chances of them being seen by a wider audience. This can lead to enhanced brand visibility and potential sales.


While regular posting and ads have their place, diving deeper into Instagram's lesser-known features can provide a substantial edge in the crowded eCommerce space. By leveraging these strategies, brands can engage with their audience in novel ways, fostering loyalty, trust, and ultimately, driving sales. Always remember, in the ever-evolving landscape of social media, staying ahead of the curve and being innovative is key to standing out.

Udit Agarwal
October 25, 2023
-min read

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