Instagram has long been more than just a social media platform. It’s a marketer’s dream. The rising amount of users flocking to the app each day means that it’s a goldmine for both huge and lesser known brands. Their latest feature is called ‘checkout on Instagram’ and it’s a way for users to seamlessly buy products they’ve seen straight from the app. So, how will it change the world of online shopping?
What is the New Feature?
Previously, when brands wanted to direct people to their site, they needed to prompt them to follow the link in their bio. Then, it was developed into a ‘visit the site’ bubble on the image to direct them to their designer bar stools or handmade dresses. Now, the game has changed completely. Users can see the price of the product just be hovering over the image, and if they want to purchase it, they can do so straight from Instagram.
The shopping icon will show up on every post that a brand chooses and doesn’t necessarily need to be attributed to all of them. This can be seen anywhere the image is, whether that be from the homepage when a user is scrolling through, or on the brand’s personal page.
What Does This Mean for Brands?
The way people shop is evolving, so it makes sense that one of the world’s largest social media sites catches up to consumers buying habits. Essentially, this means that brands should, in theory, achieve higher conversion rates. Whether the user is looking for a garden coffee table or a new handbag, the process is quick and simple, meaning less hassle for the user. It also means that we’re likely to see even more influencer and brand collaborations, and soon the influencers should also be able to post a link to a page where their followers can buy the product.
Buying From Your Favourite Brands
Many brands were quick to jump on board when Instagram announced they were rolling out the new feature. The likes of Nike, Zara, Revolve, Adidas, Anastasia Beverly Hills, Balmain, Burberry, ColourPop, Dior, Huda Beauty, H&M, KKW Beauty, Kylie Cosmetics, MAC Cosmetics, Michael Kors, NARS, Nike, NYX Cosmetics, Oscar de la Renta, Outdoor Voices, Ouai Hair, Prada and Uniqlo were all early adopters. And it makes complete sense for them to be, as they stand to benefit a great deal from this latest app update. Time will tell as to just how much an impact this has had on consumer behaviour, and whether it’s a genuine indicator as to where online shopping is now headed.…