Quick Summary
Use Stories, Reels, and DM sequences to create a full-funnel product launch on Instagram.
Designing a Product Promotion Funnel on Instagram
Instagram can guide users from discovery to conversion when you orchestrate content intentionally. This framework breaks down which formats, CTAs, and metrics to emphasise at each funnel stage.
1. Awareness (Top of Funnel)
- Teaser Reels: Introduce the value proposition with curiosity-driven storytelling.
- Community Stories: Share beta testers’ reactions to build social proof.
- Influencer Sneak Peeks: Partner with creators for early looks and countdowns.
- Metrics: Reach, profile visits, follower growth, branded hashtag usage.
2. Consideration (Middle of Funnel)
- Comparison Carousels: Position your solution clearly against alternatives.
- Live Demo: Host a live session to showcase use cases and answer objections.
- Customer Stories: Publish UGC or case-study style posts to reinforce trust.
- Metrics: Saves, shares, DMs, website sessions, email opt-ins.
3. Decision (Bottom of Funnel)
- DM Automation: Trigger personalised offers when users message specific keywords.
- Limited-Time Codes: Pair Stories with countdown stickers to drive urgency.
- Retargeting Content: Serve persuasive Reels or Stories to cart abandoners.
- Metrics: Coupon redemption, DM-to-sale conversion, new customers in CRM.
4. Post-Launch Loyalty
- Create private Highlights or communities for new buyers.
- Publish onboarding Reels or “how-to” series to reduce churn.
- Send monthly DM check-ins or surveys to gather feedback.
5. Reporting & Iteration
- Map campaign metrics back to funnel stages.
- Identify content types with the highest conversion contribution.
- Feed insights into future launch roadmaps.