Leveraging user-generated content combined with thoughtful eCommerce tactics can lead to impressive results.
As of June 2020, Outdoor Voices drives a significant amount of web traffic from a shoppable link in its Instagram bio.
The link in bio directs users to a “shoppable” grid designed to mirror its actual Instagram grid and when users click on a post, they’re directed to the product detail page on Outdoor Voice’s website.
Outdoor Voices also features a shoppable Instagram page on their website which utilizes UGC to showcase different products and promotes the hashtag #DoingThings. Clicking a photo brings up the corresponding product which users can then click on and be taken to the product page.
In contrast, competitor brands like Patagonia and REI use their Instagram link in bio to drive to their blogs, rather than using it to drive sales or customer acquisition.
Outdoor Voices links to a shoppable feed in their Instagram bio which drives traffic to product detail pages: Their shoppable feed was the fourth largest referral traffic driver.
Outdoor Voices integrates social media into their eCommerce website with a shoppable Instagram page that is fueled by UGC: By integrating a UGC Instagram feed into their website, Outdoor Voices is able to engage with visitors, show the versatility of their products, and provide social proof that others enjoy the items.
What Brands Should Be Thinking About
Evaluate your current “link in bio” strategy and consider adding more product links to help drive traffic to PDPs rather than blog articles if the intent is sales over education.
Consider adding a shoppable Instagram page to your website to provide social proof and help convert leads: Adding UGC content to the website can encourage consumers to post more content and tag your brand on social media to be featured on the website.
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