by Marketing Team Marketing Specialist
Posted on June 06, 2018 at 05:11 AM
As of June, Instagram reached 1 billion monthly active users, up from 800 million in September 2017. Instagram is used by 31% of American women and 24% of men. Engagement with brands is 10 times higher than Facebook, 54 times higher than Pinterest, and 84 times higher than Twitter. Outside China, almost 50% of Instagram users conduct product research on social media. Those are astronomical numbers and exciting news for every brand that has a presence on the platform and if your company doesn’t have an Instagram profile, here is another reason why you should.
Since late of last year the Facebook-owned app had been testing more multidimensional, organic posts for retailers, letting 20 select brands—such as Kate Spade New York, Lulu’s, Macy’s and Warby Parker—add product information and links to their photos. And after seeing positive they have made the feature widely available to other apparel, jewelry, and beauty brands.
The shoppable content allows for the quickest way for e-commerce retailers to get Instagram users into their stores. Merchants who use Instagram shoppable posts will also have access to analytics from the photo-sharing service, including how many people viewed product information or clicked through to its product page.
“Instagram is where we reflect the interesting life of the Kate Spade New York girl through relatable social moments which highlight the products that are characters in her story. This post features our favorite new bag and elements from our new personalization program that, together, make the bag uniquely hers. With this seamless shopping experience launching on Instagram, the possibilities for selling our products are endless,” Mary Beech, Executive Vice President, and Chief Marketing Officer, Kate Spade & Company stated in a statement.
Currently, Instagram has 2 million advertisers using the shoppable content and BigCommernce is the only e-commerce platform one can use to with Instagram’s shoppable content. BigCommerce says it currently serves about 50,000 small to medium-sized businesses, 2,000 mid-market sized businesses and more than 25 Fortune 1000 companies. Before Instagram launched its shoppable posts feature, e-commerce sellers turned to services such as Curalate’s Like2Buy and other platforms to link their Instagram posts and online stores. Now brands manage everything from one platform.
“In November, we began testing a new shopping experience that made it easier for people to find, evaluate and track relevant products on Instagram. Posts with tags have an icon that makes discovery simple. If a product catches your eye, there’s a space to explore, where you can easily tap to see more details from products featured in posts, and even click to a business’s website if you’re ready to buy. Retailer Kate Spade New York has been using shopping on Instagram since November, and has seen great results,” Instagram posted on its blog.
Instagram Stories is now available for shoppable content as well. As of Tuesday, retailers can tag and link directly to products showcased in their Instagram Stories. So far, the brands utilizing the new tagging service include Adidas, Aritzia, The Kooples, and Louis Vuitton. It can only include a single photo and marketers cannot utilize video or the platform’s multi-photo carousel feature for the shoppable post. Facebook-minded marketers who have already uploaded their product catalogs to that platform can easily plug them into Instagram Shopping.
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About the Author
Teodora’s innovative vision and 25 years of experience in marketing bring fresh ideas in establishing, promoting, and maintaining brands to generate business. This includes high-tech digital marketing, concept development, website development, production and distribution of media, print materials such as brochures, ads, direct mail pieces, videos, special events, and social media campaigns. She is the #1 certified social media professional in Miami by years of experience with a proven marketing track record of success in the areas of real estate, retail, legal, medical, and financial service industries. Follow Teodora on Instagram @teodorathompson