Instagram, the world’s largest photo sharing platform, has long since dropped the pretense of being a purely creative part of the public sphere, and is swiftly becoming one of the world’s largest ad platforms.
It’ll soon be skipping the middleman and allow you to buy products you see in pics directly from the Instagram app.
This commercial bombshell was dropped in a post on the Instagram business blog where it was revealed that the photo app has allied with 20 US-based retail brands to test the new shopping features out. These brands include such recognisable names as Abercrombie & Fitch, Hollister, J. Crew, Macy’s, Michael Kors, and Target.
The new sales posts will have a “Tap to view” icon in the bottom left that will bring up tags on up to five relevant items in the photo. These tags can then be opened for further details on that specific item. If the user wants to buy the item there and then they can click the “Shop Now” link taking them to the website of whatever they want.
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“Instagram and Warby Parker share a similar appreciation for beautiful design and seamless experiences,” says Dave Gilboa, co-founder and co-CEO of participating brand Warby Parker. “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 us, which creates a bulky experience on both sides. We love how seamlessly integrated and consumer-centric this new experience is. ”
From a business perspective it is a pretty ingenious example of vertical integration. Instagram will have almost all the elements of the consumer process seamlessly contained in the functions of their app. Market research is already in place with likes and behaviours building a profile of potential customers. Developing leads, promoting discovery, and exposing these potential customers to brands is likewise already regularly done through the suggestions feed. This new feature will now include the research and consideration stage right up until sending customers to make their purchase.
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According to their research Instagram found that 84% of smartphone users in the US use apps for researching and comparing products. Knowing that their users are already open to discovery on their platform, Instagram will want a piece of that action. One can certainly guarantee that clicking the Shop Now button will not only provide Instagram with a cut of the sale but provide the market research to make their future sales targeting even more accurate.
Instagram are being cautious with the release of the new features, beginning with just a test audience on iOS in the U. S. However as they sort out the kinks, they plan to roll out the feature globally and add even more elements such as recommendation tools and ways to save content for purchase later.
“Our community uses Instagram as an aspirational discovery platform and they’re looking to us for inspiration,” says Ryan McIntyre, CMO of JackThreads. “This test is going to change the scope of what we, as retailers, are capable of offering on mobile. Instead of having to transition over to the JackThreads app, our customers will be able to shop seamlessly from their social media feeds—allowing us to reach guys where they’re already hunting for what’s new. ”
There is understandably concern as to how much this will affect the overall Instagram experience. Many users are comfortable with the current state of things and that products are pushed at them in generally subtle ways such as celebrity endorsements. The question will be whether or not the community rebels at this latest attempt to further monetise the platform.
. digitalrev.com2016-11-2 03:00
