To run a store’s Instagram account, prepare clear product content, choose a schedule the team can maintain, and assign responsibility for messages. Give each post a specific purpose: show a product feature, explain how to use it, or direct shoppers to the relevant page on your website.
Track Reels watch time and campaign traffic to your website. Visits, inquiries, and payments are different outcomes. Views and clicks alone do not confirm purchases or determine whether promotion is profitable.
Show the product as a whole and in detail
Take several photos from different angles. Show the product as a whole and highlight its main features. Structure the description as a short buyer’s guide: who the product is for, what problem it solves, and what benefits it offers.
Before filming, choose one question the content should answer. For a bag, show the inner compartments; for clothing, show the cut details; for tableware, show what is included. Check that the explanation matches the specifications of the particular product. If you demonstrate a specific size or option, make sure the text refers to that one.
Before publishing, check:
- whether it is clear which product is being shown;
- whether the detail mentioned in the description is visible;
- whether the photo and text refer to the same product option;
- whether the suggested link leads to the right page.
Choose a purpose for Reels and Collabs
For Reels, choose an action that makes sense to show in motion: opening, assembling, or using the product. Write a short filming plan. Focus the video on that action so you have a clear topic to review later.
Trial Reels let you show a video first to people who do not follow the account. Use this format to test a new way of demonstrating a product. Before publishing, note what you are changing: the opening, camera angle, or explanation. In the next attempt, change one chosen element.
Total Reels watch time includes the entire playback time, including repeat views. Record it alongside the video’s topic and duration. Account for replays: this metric is not the number of distinct people or buyers.
In Collabs, once an invitation is accepted, shared content is distributed to the co-authors’ audiences and appears in each account’s profile grid. Before publishing, agree with the partner on the product, topic, text, and who will handle questions. Choose a specific purpose for the collaboration, such as jointly demonstrating how to use a product. Do not build guaranteed inquiries or purchases into the plan for this content.
Schedule preparation and customer replies
Choose a schedule you can maintain. Consistency matters more than a high number of posts. Allow time for filming, checking product specifications, preparing text, and replying to inquiries.
Keep a working publication plan. For each item, note the topic, product, format, date, person responsible, and whether the photos, video, and text are ready. At the end of the planned period, check what the team managed to prepare. Adjust the next schedule to the time available.
Assign responsibility separately for incoming messages, public comments, and complex questions. Put in writing who checks inquiries during the working day, who covers for that person, and who receives questions that need the owner’s decision. For shared content, agree on this division with the partner.
Track campaign traffic with UTM parameters
UTM parameters in destination URLs and advertising campaigns let you see which campaigns bring in traffic. Before publishing, prepare tagged links, agree on campaign names, and save them in a working list. Open each link and check its destination page.
To review results, choose the same observation period. Alongside the data, record which content was published and which links were used. Keep each metric within its proper limits.
| What you are checking | How to use the result | Limit of the conclusion |
|---|---|---|
| Total Reels watch time | Review the way the product was demonstrated and plan the next check | Includes replays; does not show the number of buyers |
| Campaign traffic by UTM | Identify campaigns that brought visits to the website | By itself, it does not confirm an inquiry or payment |
| Customer inquiry | Pass the question to the responsible employee | Do not treat an inquiry as an agreed order or payment |
Torgsoft Online Market: Use the Google Analytics integration
If your store’s website runs on Torgsoft Online Market, use its Google Analytics integration to work with website analytics. To identify campaigns that bring in traffic, use destination links with UTM parameters.
Use traffic data to choose campaigns for further review and adjustment. The presence of an integration by itself does not establish a connection between messages, an order, payment, and advertising costs. Limit your conclusions to the result you are checking.
Torgsoft: Specify the reservation period for an agreed order
After an employee has agreed on an order, check the product reservation period. In Torgsoft’s “Customer Order” window, you can enter the date through which the product is reserved in the “End date” field. Use the product reservation instructions to work with this feature.
Illustrative example. An employee has already agreed with a customer on an order for a bag and pickup by the 15th. When setting up the reservation, the employee enters the 15th in the “End date” field. The owner checks that the date matches the agreed period. The date in this example is illustrative; setting a reservation period does not confirm payment or mean that Instagram correspondence is transferred automatically.
Go back to the previous step