Selling More With Instagram: A Proven Organic Strategy

Struggling to sell your products or services on Instagram? Want to know how to effectively create content that leads to sales?

In this article, you'll learn a proven organic framework for selling more on Instagram without relying on paid ads.

The Power of Instagram for Selling 

In today's digital age, businesses are always looking for effective ways to increase their sales and reach their target audience. Instagram has become one of the most powerful social media platforms for companies to achieve these goals. 

Instagram has over 2 billion monthly active users, making it an incredibly valuable platform for businesses to connect with their audience. As Kar Brulhart, a social media strategist and Instagram Ambassador, points out, “Everybody and their dog is on Instagram,” even if people don't actively think they are buying things, everything they see on the platform influences their purchasing decisions somehow.

One of the biggest advantages of using Instagram for selling is that it provides free traffic, advertising, and community. Businesses can reach new audiences that weren't possible before, and Instagram makes education about products and services more accessible than ever. 

Kar emphasizes that websites should be the second thing businesses consider, with Instagram being the first. She states, “If you don't have a presence on Instagram, then it's the new calling card. That's the first place that people will go to really understand if you are someone that they want to work with, they want to buy with, what's your story?”

However, Instagram is constantly evolving, and recent changes have caused some frustrations among marketers trying to use the platform to promote their businesses effectively. 

Meta Verified for Business 

Instagram's parent company, Meta, recently announced that it is expanding its paid verification program to businesses. This new offering, Meta Verified for Businesses, provides four tiers of verification ranging from $14.99 to $350 per month. The benefits of these tiers include:

• A verified badge
• Increased visibility in search results
• Access to exclusive features like customer support calls (for higher tiers)

While this program aims to provide businesses with more credibility and exposure on the platform, many marketers are frustrated by the perceived unfairness it creates. Some feel it gives an advantage to companies with larger budgets who can afford the higher tiers, making it harder for smaller businesses to compete. 

However, Kar suggests it may be too early to get upset about this change. She emphasizes that creating great content is still the most important factor in success on Instagram, regardless of verification status.

Deprioritization of Content Aggregators  

Another recent change causing frustration among marketers is Instagram's decision to deprioritize content from content aggregators in its algorithm. Content aggregators share curated content from other sources rather than original content. Examples include:

• Meme accounts that share popular memes and jokes
• Fan pages that repost content from celebrities or influencers
• Magazine or press accounts that share articles and images from their publications

While these accounts have historically performed well on Instagram, the platform is now prioritizing original content to encourage more authentic and diverse content creation. For marketers who rely heavily on curated content, this change may require a shift in strategy toward creating more original content.

However, Kar sees this as a positive change that benefits businesses and creators already focusing on original, quality content. She notes that it provides more opportunities for organic reach and exposure without needing paid advertising. 

Instagram Organic Selling Strategy: The ‘HOP’ Method

Despite these frustrations and challenges, Kar's “HOP” organic framework provides a proven strategy for selling more on Instagram without relying on paid ads or verification. By consistently cycling through Humble Brags, Origin Stories, and Product/Service Promos, businesses can:

• Increase engagement in the form of comments, direct messages (DMs), and interest in offers
• Drive more conversions and sales
• Reach new audiences through increased views and exposure
• Spend less time creating content by repurposing and remixing existing assets in new ways

Kar's organic Instagram marketing strategy is designed to replace traditional content pillars, which Kar found confusing and limiting for many businesses and creatives. Instead, her method allows for more flexibility and creativity in content creation while clearly focusing on business goals and organic marketing efforts.

At a high level, the “HOP” method allows businesses to build trust, credibility, and relationships with their target audience by providing value and education first and foremost. Businesses can attract more qualified leads and customers over time by focusing on serving their audience rather than hard selling.

Additionally, the flexibility of the “HOP” method allows businesses to adapt to changes in the Instagram algorithm and platform features. By consistently showing up and providing a mix of content types, companies can continue to reach and engage their audience regardless of frustrations or challenges.

Ultimately, the key to success on Instagram is not about gaming the system or relying on paid features but rather about creating authentic, valuable content that resonates with your target audience. 

Step 1: The Humble Brag (H) 

The first step in the “HOP” method is the humble brag. This involves sharing achievements or successes that inspire your audience and establish your credibility and authority. It's important to note that this is not about being arrogant but showing your audience what you're capable of and what you've achieved for yourself or others—don't assume your audience knows what you know. 

Examples of humble brags could include:

• Sharing a milestone in your business, like going all in on Instagram and having a multiple 6-figure business 10 months later
• Showcasing a successful project or campaign, you worked on
• Highlighting a testimonial from a satisfied customer

Rotating your humble brags in your content is key. It's also important to share testimonials as part of your bumble brags. Proactively reach out to customers or clients and ask them to share their experience with a specific aspect of your product or service.

The goal is to frame your humble brags in a relatable and inspiring way to your audience. Kar says, “Imagine that you're at a job interview, and they want to know what you've done to get to where you're at.” By sharing your achievements, you give your audience a reason to believe in you and your ability to help them achieve their own goals.

Step 2: Your Origin Story (O) 

The second step involves sharing your origin story. This differs from the humble brag in that it focuses on where you started and how you got to where you are today. It's about showing your audience the progression of your business or personal journey and how it relates to what you offer.

Some key things to keep in mind when crafting your origin story:

• Focus on the parts of your story most relevant to your business and audience. Kar gives the example of her own story of being laid off from her job while nine months pregnant and starting her own business on Instagram, which resonates with many women and aspiring entrepreneurs.
• Highlight any challenges or obstacles you overcame along the way.
• Show the transformation that took place and how it relates to the transformation you can help your audience achieve.

You can tell your origin story in many different formats on Instagram, including:

• A short 90-second Reel with compelling B-roll footage and text overlays
• An Instagram Live where you share your story in a more conversational way
• A Carousel post with images and a longer caption that goes into more detail
• A series of Instagram Stories that you save to a Highlight on your profile

The key is to think about your origin story non-linearly and meet your audience where they are in their own journey. Some may be complete beginners who need more context, while others may be more advanced and looking for specific takeaways.

Step 3: Prop Up Your Product or Service (P) 

The final step in the “HOP” method is propping up your product or service. This is where you showcase what you have to offer and encourage your audience to act. However, it's important to note that this is not about hard selling or being overly promotional.

Instead, the key is first to provide value and education to your audience. This could include:

• Sharing tips, tricks, or insights related to your product or service. Kar calls this “gem content” that provides your audience with a specific takeaway or result.
• Providing a behind-the-scenes look at your process or methodology
• Offering a free resource or tool that helps your audience achieve a specific goal. For example, Kar provides a free workshop that walks people through the “HOP” strategy.

Once you've provided value, you can include a clear call to action in your caption that directs your audience to learn more about your product or service. Kar suggests two types of calls to action:

• A guiding call to action that tells your audience what to do next, such as “DM me the word ‘SELL' to get the link” or “Join my waitlist for XYZ program.”
• A conversational call to action that encourages engagement and discussion in the comments, such as “Let me know what you think in the comments below.”

It's also important to consider the different stages of your customer's journey when crafting your prop up content. Some may be in the awareness stage and need more education, while others may be closer to making a purchase decision and need a stronger call to action.

Putting it All Together 

The beauty of Kar's organic marketing strategy is that it creates a natural cycle of content that engages your audience at every stage of the buyer's journey. 

It's important to remember that not everyone will consume your content linearly, and that's okay. The “HOP” method allows you to meet your audience where they're at and guide them towards the next step in their journey with your brand.

As Kar points out, the key is to always think about your content through the lens of your business and audience. Every piece of content you create should serve a specific purpose and tie back to your overall goals and objectives.

Other Notes From This Episode

• Connect with Michael Stelzner @Stelzner on Instagram and @Mike_Stelzner on X.
• Watch this interview and other exclusive content from Social Media Examiner on YouTube.

Where to subscribe: Apple Podcasts | Spotify | YouTube Music | YouTube | Amazon Music | RSS

✋🏽 If you enjoyed this episode of the Social Media Marketing podcast, please head over to Apple Podcasts, leave a rating, write a review, and subscribe.

---

Stay Up-to-Date: Get New Marketing Articles Delivered to You!

Don't miss out on upcoming social media marketing insights and strategies! Sign up to receive notifications when we publish new articles on Social Media Examiner. Our expertly crafted content will help you stay ahead of the curve and drive results for your business. Click the link below to sign up now and receive our annual report!