The social network giant, Instagram recently announced that they have grown to over 500 million monthly active users. Furthermore, 300 million users log onto the platform every day and are active followers, with over 68% of users regularly engaging with brands.
So, as its influence continues to grow, Instagram has quickly become the social network for ecommerce as it continues to provide new tools and technology for its loyal brands and consumers to embrace.
These prominent features have transformed our everyday shopping experience as the following major developments for the Facebook-owned platform expand the discovery of products and directly challenge key players such as Amazon, who is currently the popular destination for over 55% of consumers starting their product search online today.
So, how will these new features influence your brand? Continue reading to find out how Instagram’s latest checkout feature and how you can now turn your hero campaign content into ads.
INSTAGRAM’S NEW CHECKOUT FEATURE MEANS BRAND STRATEGISTS NEED TO BE MORE FOCUSED ON AUTHENTICITY THAN EVER BEFORE
The new checkout feature on Instagram means that customers can tap, view and purchase products from a brand’s shopping post within the app. In our opinion, this functionality could well be a game changer for the consumer shopping experience.
And even though some are saying that Instagram is a little late to the party given others are already playing in this space, we would contend that it’s well worth waiting for. Ultimately we all know that consumers want quick and easy shopping experiences, so anything retailers can do to simplify the checkout process for consumers is going to improve conversion and result in better sales.
Likewise, given that shoppers will not need to migrate to a separate webpage, they will benefit from a more seamless experience, which should keep them coming back for more.
Again this will definitely help with increasing brand fans. Nonetheless, we as brand strategists mustn’t overlook the impact this will have on the quality of the content on our social feeds and whether the content will become less authentic.
INSTAGRAM’S NEW FUNCTIONALITY TO ALLOW BRANDS TO TURN INFLUENCER POSTS INTO ADS WILL GIVE MORE CREDIBILITY TO A CAMPAIGN
This is another key feature which we’ve all been eagerly waiting for. The functionality will add more credibility to influencer marketing and enable it to be far more integrated into an overall digital marketing strategy, rather than a standalone one-off channel.
It will also open up the doors for other amplification opportunities that brands may have been a little reticent to progress up until now.
At Talent Village these opportunities, such as repurposing influencer content to digital out of home, or even repurposing this content as display ads, is something we’ve been working on with our clients recently with great success.
Ultimately this new functionality will make this strategy even more appealing to brands and allow an even better return on investment.
Having the stamp of the influencer on an ad is always going to build more trust, authenticity and credibility for a brand, and notably it will put influencers even more at the centre of brand marketing strategies.
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Certainly we all want ease when it comes to purchasing items, but we also like our social platforms because they are an escape from reality, a way to switch off and a way to absorb all types of content in many different ways.
If Instagram simply becomes a brochure or menu from which to buy items, we may well find that people switch off from their feeds. And this we do not want.