The rise of Insta-shopping: How brands are selling on social media
As we reach the last few months of 2016, the business world has realised what the ‘social’ in social media actually means and offers to organisations. A survey polled last year found that only around 14% of social networkers were interested in purchasing items through social media channels – but social networks wanted to change that.
Impulsive purchases are the new wave of online shopping. In the last few years, social networks such as Facebook, Twitter and Pinterest have integrated some form of the ‘Buy Button’ into their sites. Now, Instagram wants in on the action.
Instagram allows certain retail partners to tag products in the photos they post on the social network. If people click on these tags, they can retrieve more detailed information and even better, buy from the retailer’s website without leaving the app itself.
Online retail brands including Warby Parker, Shopbop, Target and Kate Spade are among those that will test the new feature, by posting to the site, with each photo including tags for items shown that when tapped will reveal prices and links to buy them.
Consumers now have even more access to buy online across a range of platforms; using Instagram’s new feature simply means – “they see – they like – they tap – they buy”.
In a blog post launching the new shopping feature, Instagram said:
“Mobile has changed the way people shop. Knowing that Instagrammers are open to discovery on the platform, and that people take time to better understand the products they’re interested in, the test gives our community valuable steps along their shopping journey before they make their purchase”.
Brands are increasingly recognising that social media is no longer an isolated marketing channel used primarily to sell and advertise their product or service – but it is now an integral part of the whole brand experience.
If used correctly, social media can be a lucrative platform. With a whopping 2.307 billion active social media users in the world today, there are plenty of potential customers to sell to.
What do you think is coming next for social media and retail? Tweet us @NeoPRLtd.
