How to Use Instagram Stories Effectively for Marketing UK Handmade Crafts?

April 22, 2024

In the ever-evolving digital world, businesses are constantly on the prowl for innovative techniques to captivate potential customers. Since its inception in 2016, Instagram Stories have emerged as a potent tool in the vast arsenal of social media marketing strategies. With over 500 million people using Stories daily, your business can leverage this feature to increase visibility, engage your audience, and, most importantly, market your products. This guide will explore how you can use Instagram Stories effectively to market UK Handmade Crafts.

Understanding the Dynamics of Instagram Stories

Before delving into strategies, let’s first understand what Instagram Stories are and why they are pivotal for your business. Instagram Stories are a collection of photos or short videos that vanish after 24 hours. However, they possess a crucial advantage – timeliness. They appear at the top of the user’s feed, making them highly visible and more likely to be viewed compared to regular posts.

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Instagram Stories offer various interactive features like polls, questions and hashtags, which make them a versatile tool for businesses to engage with their audience. They also allow you to share behind-the-scenes content, providing a personal touch that customers appreciate.

Crafting Your Stories with Profound Content

The content you share on Instagram Stories plays a crucial role in garnering attention and sparking interest in your products. A well-crafted Story can not only intrigue your audience but also drive them to explore your products and ultimately make a purchase.

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One strategy to consider is showcasing the uniqueness of your products. Handmade crafts inherently carry a unique appeal and authenticity that mass-produced items lack. Highlight the handcrafted nature of your products, the time, effort, and skill that goes into creating each piece. You could share videos of artisans at work or a time-lapse video of a product being created from scratch.

Utilising Product Tags and Stickers

Instagram Stories have provided businesses with various features to facilitate seamless customer interaction with their products. The ‘Product Tag’ feature enables you to tag your products in the Stories, leading customers directly to your product page.

For businesses selling physical goods, the ‘Product Sticker’ is a beneficial feature. It appears as a shopping bag icon on your Story and when tapped, it leads users to more information about the product. This reduces the steps a customer needs to take before they can make a purchase, simplifying the buying process and potentially increasing sales.

Interacting with Your Audience

Instagram Stories offer unique ways to interact with your audience, build relationships, and foster a sense of community. You can use the ‘Poll’ feature to ask your audience about their preferences or use the ‘Questions’ feature to solicit feedback about your products.

Running contests or giveaways is another excellent way to engage your audience. You could ask users to share your Story in return for a chance to win one of your handmade crafts. Not only will this increase engagement, but it will also widen your brand’s reach as your Story gets shared among different users.

Regularly Sharing Stories

Consistency is key in any marketing strategy, and Instagram Stories are no different. Regularly posting content keeps you in the minds of your users and gives them a reason to keep coming back. However, it’s not just about quantity. The quality of your Stories can significantly impact your brand’s image and credibility.

Ensure you maintain a balance between promoting your products and sharing other engaging content. Too many promotional posts can seem pushy and deter your audience. Instead, intersperse promotional content with engaging, informative or entertaining posts.

Instagram Stories have revolutionized the way businesses interact with their audience and market their products. As a business selling UK handmade crafts, harnessing the power of Instagram Stories can significantly elevate your marketing strategy. Remember, the goal is not just to sell, but to build a loyal community around your brand. By understanding your audience, crafting engaging content, utilizing product tags, interacting with your customers, and regularly sharing Stories, you can effectively market your products and grow your business.

Optimising Instagram Features for Better Reach

As an online platform, Instagram is teeming with features that can improve your visibility to potential customers. Instagram Reels, a short-form video content platform within Instagram, can be leveraged to create engaging, entertaining content around your handmade crafts.

You can create step-by-step DIY videos, tutorials, or simply showcase your crafts in a fun and creative way. Since Instagram reels are prominently featured on the explore page, it can be an effective way to reach new customers.

Instagram Highlights are another feature that, when used strategically, can serve as a virtual catalogue for your products. You can categorise your products into different Highlight sections, making it easier for your target audience to browse through your offerings. Also, featuring positive reviews and user-generated content in your Highlights can act as social proof, enticing more people to buy your products.

Moreover, don’t overlook the power of Instagram Shopping and Instagram Checkout. These features allow users to purchase directly from your Instagram account, making it a seamless shopping experience for your customers.

Implementing Paid Strategies

While organic reach is important, paid strategies such as Instagram Ads can provide your business with an instant boost. With Instagram Ads, you can reach a wider audience beyond your existing followers.

These ads can be customised to appear in Instagram Stories, feeds, or even in the explore section. The advantage of using Instagram ads is that you can target your audience based on demographics, interests, behaviour, and more. This ensures that your ad is being seen by people who are most likely to be interested in your products.

Instagram also offers Instagram Business accounts, which provide valuable insights about your audience, engagement rates, and the performance of your posts. Making data-driven decisions can significantly improve your marketing strategy and help you understand what resonates with your audience.


Leveraging Instagram Stories and various Instagram features can significantly enhance the visibility of your UK handmade crafts, leading to increased customer engagement and sales. By crafting compelling content, utilising product tags, engaging with your audience, and implementing paid strategies, you can effectively use Instagram as a powerful marketing tool.

Remember, at the heart of every successful social media strategy is understanding your audience and providing them with content that is relevant, engaging and valuable. When done right, Instagram stories can not only help you connect with your audience on a deeper level but also turn them into loyal customers. Stay consistent with your efforts, keep experimenting with new strategies, and the results will follow.