Just in time for the Christmas period, Instagram shopping has been taken to the next level with the introduction of three new ways to shop through the app. Getting presents just got a whole lot easier!
The new Instagram shopping features include allowing brands to tag products in videos, shopping via a brand’s profile and users getting their own shopping tab on the app, in the form of Shopping collection. Sounds pretty great!
It’s not surprising, Instagram is a great place to find new products. In fact, 60% of users discover products on Instagram and 90% of the top 100 brands are on Instagram. Not only that, but over a third of Instagram users have used their mobile to purchase a product online. Making it highly likely for those using the app to actually take action when they see a product they like, so why wouldn’t Instagram make it as easy as possible for users to do so?
Tagging products in videos will allow brands to advertise their products in a way that makes it as easy as possible for a potential customer to convert when they see something they like. It’s similar to the Shopping Tags they added to posts in September, when a user sees something they like, they will be able to tab on it and see the items worn, shown or used in the video pop up with the name and price displayed. You can see an example of this, from the Evening Standard, shown below.
You will also be able to shop through the brand's profile, ‘Shop’ tabs will be included in brands’ main profiles, allowing users to see what is available and then purchase them directly through the app. The products will be neatly stored in the tab, also increasing the ease for users searching for the product. They will be able to access and purchase it quickly.
The final addition will be a shopping based version of the ‘saved posts’ collection tab, however, in the new tab, you will be able to save products you see on Instagram. For example, if a brand has tagged something in a post or in a video, you can store them in your collection to go back to and purchase at a later date. The ‘Shopping Collection’ will be similar to saving items when you’re shopping online, like what you would do to come back for items on sites like John Lewis and ASOS. Examples of these Shopping tabs are shown below.
Instagram has become the go-to social media for targeting millennials, which makes these features even more appealing to brands. The millennial age range is defined by the Pew Research Center as ages 22-37 in 2018, with the first Millennials being born around 1980 and the last ones being born in 2000.
This makes them in the prime category for spending as they are coming into, or already in, their financial maturity. Of course, this makes them more likely to be buying in general, and with their propensity for the digital world, online shopping is likely to be at the forefront of how they shop.
58% of Millennials said online purchasing with free delivery drives which channel they choose to shop with and 55% of Millennials that shopping online provides more convenience. So, in short, we think the app is onto a good thing with Instagram Shopping...