Méta has made an important update to the advertising possibilities on Instagram: the addition of product tags. This new feature translates into the ability to create Instagram ads with product tags from within the ad manager, allowing you to add these tags directly to your ads.
This new feature encourages purchasing behavior and aligns with usage trends. The more brands add product tags to their posts, the more Instagram users expect their presence. As the platform increasingly emphasizes ads, product tagging will surely soon become the norm for any advertiser wishing to distribute their products via this platform.
Why set up product tags on Instagram Ads?
This native format redirects users directly to the Instagram store. Navigation and experience are therefore very fluid.
How can you make the most of it?
To begin with, there are a few prerequisites:
- Have a professional Instagram account
- Have a product catalog
- Create your store on your Facebook and Instagram pages
- Be approved by Facebook (this can take from a few hours to a few days)
Once you’ve completed these steps, to tag products on your Instagram ads, simply :
- Create your ad
- Select “modify placement”.
- Click on “product tag”, then select the products in your ad.
Be careful, however, to select the right feed.
How does it work for users?
Nothing could be simpler! Ads with product tagging feature a shopping cart icon in the bottom left-hand corner of the image. Users simply click on it to see a short description of the product (product name and price). All that’s left to do is click on this thumbnail to access the product sheet and order directly via Instagram.
The Ads Effinity team’s opinion
Let’s let the numbers speak for themselves* :
- Ads with product tags reduce cost per incremental purchase by 33% (vs. ads without product tags)
- Ads with product tags reduce cost per incremental cart addition by 2.5% (vs. ads without product tags)
In addition to this, Meta’s Consumer Research team conducted a study in the United States in June 2021 showing that :
- 70% of active Instagram users prefer to see an ad with product tags rather than without product tags
- More than half of active Instagram users agree that advertising with product tags makes it easier to learn more about a product (74%), have a better user experience (68%) and buy a product (61%)
So, as you can see, the opinion of our Instagram Ads experts is very positive. Don’t hesitate to contact us if you’d like to find out more about setting up product tags on Instagram Ads, or if you’d like to grow your Instagram community.
* Study conducted between September and November 2021 by Meta’s Marketing Science team on 10 global retail and E-Commerce advertisers.
Interested in this topic? Contact one of our experts to discuss it.
