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Help get your products in front of new customers with ads. And here’s a little secret you should know: ads are simple to set up. Brush up on the basics by turning your top-performing posts into ads using the “Boost Post” button; watch the clip above to learn more.

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Once you’ve built your customer base, the next step is building a solid relationship with them. Start by creating special moments that they can be part of via Instagram feed, Stories and more. Here, Lolly Hu (@lollyhu), the founder of the stationery brand Oh, Lolly Day (@ohlollyday.official), shares three ways to break the ice with customers and keep them coming back for more.

Applying best practices to your shop can make it easier for your customers to explore your products and make a purchase in the moment of discovery. Learn how to customize your shop storefront with collections — a perfect way to compile gift guides during popular shopping seasons — and how to make all your content shoppable by adding product tags. When selling products through your shop on Instagram, think of your feed as a store window. Similar to visual merchandising, you should look to keep your storefront updated to show off seasonal offerings and to include a steady cadence of shoppable content. Read our detailed guide for more ideas about how to make your shop shine its brightest.

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Product launches — a feature currently available for checkout-enabled Instagram businesses in the U.S. — is a great way to announce and launch new products in your shop while building anticipation in the moments leading up to it. In the video above, we guide you through the process of creating a product launch from start to finish. Still have questions about when to post what? Read our day-by-day breakdown of how to launch a new product on Instagram.

Looking for real-life inspiration from small businesses across the globe? Check out our Born on Instagram interview series with small business owners who excel at using Instagram to expand their business and deepen customer relationships. Get inspiration from a social-first design studio, London’s first cactus and succulent boutique, Brazil’s must-have eyewear brand and more.