Instagram has recently revealed the creation of their in-app shopping experience, Instagram Shopping. It is said that 84% of smartphone users in the US browse, research or compare products via a web browser or mobile app. Therefore, it is no surprise that Instagram marketing is growing and has taken the initiative to make shopping within their app convenient and effective. During an internal survey, Instagram found that only 21% of online purchases are made within a day. This is due to a lack of information for the consumers. Also, up until now there has been no simple way to receive information and then buy a posted product.
Dave Gilboa, co- founder and CEO of eyewear company Warby Parker says that “Instagram and Warby Parker share a similar appreciation for design and seamless experiences. But right now, there isn’t a simple, clean way for us to share details about the products featured within our posts. Customers often have to ask, which creates a bulky experience on both sides. We love how seamlessly integrated and consumer-centric this new experience is.”
There are currently 20 retail brand testing Instagram Shopping within their profiles. Brands include Warby Parker, Kate Spade, Levi’s, JackThreads and BaubleBar. How Instagram Shopping works is simple. First retailers tag products in their photos. Each post can hold up to five products. The product information is hidden behind a “tap to view products” button located on the lower left hand corner of the image. Then the consumer clicks on which specific item they would like to view. After the product is chosen, an in app page brings up the items price description, additional products and a “shop now” button. By clicking the “shop now” button, the consumer is automatically brought to the brand website with their desired product.
Until now, most “shop now” buttons bring the consumer directly to check out for the item, rather than letting the individual decide whether or not they have an interest in purchasing the product. People tend to prefer more information before their final purchasing decision is made. Also, Instagram Shopping keeps users in the app longer than previous online shopping methods. By only giving customers the “shop now” choice, they are pulled quickly away from the app. But giving them information to read and discover keeps them engaged on Instagram longer.
By providing extensive product information, Instagram Shopping is not only enhancing the online shopping experience, but also increasing potential turnover for companies. Time will tell if this exciting new feature from Instagram marketing catches on. If so, Instagram Shopping has the capability to change the game of online shopping.
Does Instagram Shopping sound like a feature that can enhance your business? If so, working with an experienced Instagram marketing agency such as Bright Age can help you utilize this feature to create returns from your products.