How to Sell Handmade Leather Goods on Instagram: An Actionable Guide

Selling handmade leather goods on Instagram can be a rewarding venture for artisans and small businesses. Instagram's visual-centric platform allows you to showcase your craft, connect with potential customers, and build a brand identity that resonates with your target audience. However, navigating Instagram's marketplace requires more than just posting beautiful photos; it involves strategic planning, marketing, and engaging with your community.

This actionable guide will walk you through the necessary steps to successfully sell handmade leather goods on Instagram, from setting up your profile to implementing sales strategies.

Optimize Your Instagram Profile

Craft an Engaging Bio

Your Instagram bio is the first thing potential customers will see, so make it count. It should succinctly communicate what your brand is about, what you sell, and why someone should buy your handmade leather goods. Here's a simple formula to follow:

• What you sell: Handmade leather goods.
• Why they matter: Emphasize craftsmanship, quality, or uniqueness.
• Call to action (CTA): Direct users to your online store or contact information.

Example bio:

Custom Handmade Leather Goods | Crafted with passion and precision. | DM for orders 📩

Don't forget to include a link to your shop, whether it's an online store or a platform like Etsy. Instagram allows you to add only one clickable link in your bio, so make it count!

Profile Picture

Use a clean, high-quality image of your logo or a product that best represents your brand. If your logo is too abstract, a clear image of one of your leather products (such as a wallet, bag, or keychain) can also work as your profile picture.

Switch to a Business Profile

If you haven't done so already, switch to a business profile on Instagram. This will give you access to important analytics, allow you to run ads, and enable a "Shop" feature, which will make it easier for customers to purchase your products directly from Instagram.

Showcase Your Products with High-Quality Photos

Leather goods are all about texture, quality, and craftsmanship. Instagram is a visual platform, so it's crucial to showcase your products with photos that capture their beauty and uniqueness. Here's how to do that:

Invest in Good Lighting

Lighting is key when photographing leather products. Natural light is often the best option, as it highlights the details and texture of the leather without creating harsh shadows. Try shooting your items near a large window or in an outdoor setting. If you're shooting indoors, you can use softbox lights or ring lights to simulate natural light.

Take Multiple Angles

Leather goods often have unique details, stitching, and textures. Capture your product from multiple angles to show off its features. Include close-up shots of intricate stitching, the texture of the leather, and other design details.

Use Lifestyle Shots

While product-only shots are essential, incorporating lifestyle images that show your products in use will make them feel more desirable. For example, if you're selling leather bags, take photos of someone using the bag in an everyday setting, like walking through a park or sitting at a café.

Consistency is Key

Develop a consistent aesthetic for your Instagram feed. Whether it's using the same filter, color palette, or background, consistency helps create a cohesive brand identity. Over time, your followers will recognize your style, making your brand more memorable.

Leverage Instagram Stories and Highlights

Instagram Stories are a great way to engage with your audience on a more personal level. Use Stories to show behind-the-scenes content, product updates, and promotions. Here are a few ideas for leveraging Instagram Stories:

• Behind-the-scenes: Show how your leather goods are made, from selecting the leather to stitching the final piece.
• Customer testimonials: Feature satisfied customers using or wearing your products.
• Special offers: Use Stories to announce flash sales or special promotions.
• Polls/Quizzes: Engage your audience with polls or quizzes related to leather goods (e.g., "Which color should we offer next?").

Make use of Instagram's Highlights to save important Stories like customer reviews, product launches, or frequently asked questions. This allows new followers to easily access your best content.

Use Hashtags Strategically

Hashtags are a powerful tool for increasing the visibility of your posts on Instagram. When used strategically, they can help you reach people who are actively searching for handmade leather goods or related content.

Research the Right Hashtags

You should use a mix of popular and niche hashtags. Popular hashtags like #leathergoods or #handmadeleather can get you a lot of exposure, but they also have a lot of competition. Niche hashtags, such as #customleatherbags or #artisanleather, might have fewer posts but could lead to higher engagement from a targeted audience.

Create Your Own Hashtag

Developing a branded hashtag can help build community around your products. Encourage your customers to use this hashtag when sharing photos of their purchases. This not only gives you user-generated content to repost but also helps to increase your brand's reach.

Hashtag Dos and Don'ts

• Do use up to 30 hashtags per post.
• Do make sure your hashtags are relevant to your products.
• Don't overuse overly generic hashtags like #fashion or #style---focus on specific, niche tags.
• Don't use hashtags that could come across as spammy.

Engage with Your Audience

Building a community around your brand is key to growing your sales on Instagram. Engagement goes beyond simply posting content---it involves actively interacting with your followers and potential customers.

Respond to Comments and DMs

Make sure to respond to comments on your posts and direct messages (DMs). Even a simple "thank you" goes a long way in building a connection. When customers feel that their concerns are addressed, they're more likely to trust you and make a purchase.

Collaborate with Influencers and Other Creators

Collaborating with influencers or micro-influencers who align with your brand can be a great way to boost visibility. Look for influencers in the leather goods, fashion, or lifestyle niches who have a genuine interest in your products. A product review, unboxing video, or co-branded giveaway can introduce your handmade leather goods to a wider audience.

Run Contests and Giveaways

Hosting a contest or giveaway is a fantastic way to drive engagement and increase your following. Consider offering one of your leather products as a prize, and ask participants to tag friends, share your post, or follow your account to enter. This increases brand exposure and builds anticipation around your products.

Utilize Instagram Shopping Features

Instagram has a Shop feature that allows you to tag your products in posts and stories. This makes it easier for users to shop directly from your Instagram page.

Set Up Instagram Shop

To take full advantage of Instagram Shopping, you'll need to connect your Instagram account to a Facebook Shop or an e-commerce platform like Shopify. Once set up, you can tag products in your posts, allowing users to tap on the product and be directed to your website to make a purchase.

Product Tags in Stories

You can also tag products in your Instagram Stories, making it even easier for customers to purchase directly from the platform. This is especially useful for limited-edition items or seasonal collections.

Use Paid Advertising

Instagram's paid advertising platform can help you reach a broader audience and increase your sales. Instagram allows you to create highly targeted ads based on demographics, interests, and behaviors.

Run Instagram Ads

Use Instagram's Ads Manager to run ads targeting specific groups of people. For example, you can target people who are interested in fashion, handmade products, or leather goods. Promoted posts can help you reach potential customers who might not find you organically.

Retarget Interested Users

Another effective strategy is retargeting ads. If someone visits your profile or clicks on one of your posts but doesn't purchase, you can show them retargeted ads that remind them of your products, encouraging them to complete their purchase.

Track Analytics and Adjust Strategy

To understand what's working and what isn't, keep track of your Instagram analytics. Instagram's built-in insights provide valuable data on the performance of your posts, stories, and ads. You can track:

• Engagement rate: How often users are interacting with your posts (likes, comments, shares).
• Reach: The number of unique users who saw your posts.
• Website clicks: How many users are visiting your website from Instagram.

Regularly review these insights to adjust your strategy. For example, if a certain type of post gets higher engagement, consider posting similar content more often.

Conclusion

Selling handmade leather goods on Instagram is a dynamic and rewarding endeavor that requires a combination of creativity, strategy, and engagement. By optimizing your profile, showcasing your products with high-quality photos, leveraging Instagram features like Stories and Shopping, and engaging with your audience, you can successfully build a loyal customer base and increase sales.

With consistent effort and a keen understanding of your audience, Instagram can become a powerful platform to grow your handmade leather goods business. Stay authentic, engage with your followers, and continuously refine your approach to keep your brand growing and thriving in the competitive world of social media commerce.

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