Until two years ago, Instagram was not a great tool to drive traffic to a company’s website because it offered just one link in bio. But since 2017, Instagram added a very useful feature to Instagram Story – the Swipe Up. So if your account has more than 10.000 followers (it’s mandatory), you can use the Swipe Up feature to input a hyperlink to your website.
If you are a marketer looking to increase your website traffic through Instagram Stories, this article is for you.
Instagram gives you the tool to redirect your Story viewers to your website, but you need to put in the work and give them a good reason to swipe up.
Your powerful duo: Content + CTA
Just like Batman teams up with Robin to fight Gotham’s villains, you have your own powerful couple to leverage on Instagram Story: content and CTA.
First, think backwards and start with the end: what content do you have on your site which you need to attract traffic to?
Second – take your time and craft a powerful CTA to direct the viewers to your content.
You need to give them a reason to Swipe us: use emotions, psychological incentives (like Cialdini’s 6 principles of influence and persuasion).
7 tips on how to use Instagram Stories to drive traffic to your website:
1. Swipe up to Sign up
If you want to increase the number of your newsletter’s subscribers, a Swipe Up Instagram story is a great tool.
Tell your viewers what they get if they subscribe to your newsletter and make it worth their effort.
Does your newsletter help them improve their skills?
Are you providing inspiration or education through your newsletters?
When writing the CTA keep in mind the WIIFT rule – what’s in it for them.
2. Swipe up to Win
People like to win.
Whether it’s a discount, a free product or service, a link to a free webinar, a ticket to your event or an opportunity to win a prize, leverage the Instagram Swipe up to meet your objective.
3. Swipe up to Learn or Discover more
Let’s say you want to attract attention to your latest article on your company blog. In order to achieve that, get great at designing teasing visuals.
Tell them a surprising aspect or fact you are talking about in your article and invite them to read the whole story on your website.
4. Swipe up to find more about Yourself
Learning new things about ourselves is a never-ending endeavour.
That’s why quizzes are so appealing: from discovering our psychological profile to which Game of Thrones character we resemble to.
Quizzes leverage our curiosity and are fun to take.
5. Swipe up to tell us your Opinion
Your audience is always happy to give you insight or help you choose. Speaking their mind makes your audience feel heard and valued. That’s a great way to increase brand engagement, loyalty and stay top of mind.
6. Swipe up to get inspired
Are you looking for DIY decorations for this year’s Christmas tree?
Or maybe you want to delight your family with a new food recipe?
If you have such content on your website, use the Swipe Up feature to help your followers discover it.
7. Swipe up to How-to
The How-to content is very appealing to your audience because of its practicality. People love to increase their knowledge of how to do one thing or another. So if your website provides this type of information, make sure to feature it in your Instagram Stories.