Getting started with Shoppable Instagram requires three different stages, each covered in this article.

  • As the prerequisite, Instagram and Meta's Business Suite is connected to Nosto. Done only once.

  • Content is discovered, curated and published: Basically exploring and selecting the content that is used on the website. This is also a continuous part of the process, as your brand advocates, ambassadors, fans and influencers post new content all the time.

  • Deploying the content itself on the website using UGC campaigns. Done only when you want to add or change the layout for how actual content is shown for shoppers.

Connecting Required Meta Assets

Connecting assets starts by clicking Get Started in the admin, once the module is available on your account, and done only once.

Clicking get started will prompt you to proceed, followed by exploring what access levels the application, called Stackla, requires to your Meta account. Proceed through these steps by clicking next.

Note that a user who manages your businesses Meta Business Suite and Instagram page as an administrator needs to do the connection, while being logged in to Meta account.

The next important selection is to choose the Instagram account that is available for the admin user. Typically admin user have access to multiple so choose the one of your brand's and proceed by clicking Save Account.

Discovery terms in the next selection are content collection methods from Instagram. We recommend to choose all three to capture maximum amount of content. You can edit this selection also later if the curation becomes sluggish.

Rights management hashtag is used for rights via approval process that shoppers will respond with the hashtag + @mention your brand to approve rights requests. As a guideline, a good hashtag should be clear, and should not be mixed with your possible brand hashtag.

The last steps send you to preview and key guidelines. When you click done, you'll be sent to the curate view.

Curating Content

Content curation (or moderation) is the process of exploring, tagging and publishing content that represent your brand the best. It's likely a daily or weekly process where you see what your brand fans have posted, what's new, by continuously publishing content "as seen on Instagram".

Filters at the top of the page help you narrow down the scope of content for instance based on language or status of content.

Curation view lists the content sourced from Instagram in time-based order, latest first on top.

Once you have found content that suits your brand, selecting the V-button publishes the content tile.

Note that while the action of clicking publish makes the content itself published, if you don't have any UGC Widgets on your website, nothing is immediately set live on your website. This requires the last steps in the process, covered in the last chapter, but once you have one or more widgets enabled, content is set live.

Rights via response

The key options include possibility to ask rights for the content from the creator, for instance if your brand guidelines and company policy requires this. Content sourced from your own Instagram page is essentially branded already, hence the step is not required. Learn more about rights management here and details how a user accepts content here.

Adding Shop Spots and Tags

Content can also be made automatically shoppable, which in context of e-commerce is recommended. In other words, shoppers interacting with the content tile on the website are then referred directly to the product page. Click the content image, which opens up in an expanded layout like below and click the add shop spot button

This opens up the product search modal, listing products in inventory. Once you've found the product featured in the image (you can also feature multiple products and shop spots if the creator or image features more than one) select it.

Which allows you to drag the indicator icon to the physical area in the content image featuring the product.

Note that videos can't feature a shop spot as the icon positioning is static, however tagging products create the same shoppable function and referrer to the product.

Finally, as a sneak peak what the end output after the last step and chapter, creating the widget, could look like: Widget using Stories design above, once set live on the website, immediately features the content published in the process.

When interacted, the tile expands and shows up the full content featuring the shop spot and product.

Creating and Enabling Widgets

Last step in the process is creating the widget following simple workflow, initiated by clicking the "Create New Widget"

First view is selecting key settings, widget type referring to layout, and content rules. As an example, if you're after an Instagram Stories type of a layout for product pages, choose the configuration as below

Minimun tile settings and fallbacks are handy options, designed for e-commerce use cases.

  • Minimun tiles: If the number of content tiles does not meet the minimum, the widget will be hidden.

  • Fallbacks: When fallbacks are enabled, the widget will attempt to fill with additional content tiles relevant to the page type if the minimum number of content tiles is not reached using the primary filter. If this is still not met the widget will be hidden. The widget will always fill with the most relevant first. You can choose one or multiple fallback options.

The following view features key options, and power tools provided by Nosto:

  • Placements: Defining where UGC campaign is shown

  • Segment: Whom it shown to

  • Scheduling: Option to enable and disable the campaign

  • While status controls the visibility

Settings below are options to control shopspot visibility and how inline / expanded tile and design behaves when interacted with.

Visual settings are last touches for the widget design itself, allowing tweaking the appearance to meet brand guidelines.

Whereas summary is the last step in the workflow. Presuming the status selected earlier was enabled, clicking save will enable the UGC widget on the website for the segment (audience) defined in the placement desired.

Read also

UGC campaigns can be subjected to an A/B test. Learn how to configure tests here.

UGC has widget-specific analytics. Learn how to interpret analytics under general attribution and definition article here.

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