Instagram’s Shoppable Post feature has become more readily available for Instagram business accounts.
In response to an increasing desire from brands and Influencers looking to monetise sponsored posts through an easier e-Commerce feature in Influencer Marketing campaigns, Instagram’s “tap to view” shoppable post tags were launched in November 2016.
Still in its infancy, the “tap to view” tag feature was initially made available in beta for 20 brands and access e-Commerce sites through the in-app browser including Warby Parker, Kate Spade and J.Crew. Now this shopping feature is being rolled out to thousands of businesses that sell apparel, jewellery or beauty products.
Instagrammers based in the US will shortly be able to shop and browse products from these brands from posts within their Instagram feed. This new shopping experience will make it easier for people, brands and customers alike, to “find, evaluate and track relevant products on Instagram.” (Source)
This testing period uncovered that 4% of users who came across the new product tags tapped for more information and 19% that tapped the tag then clicked on the “Shop Now” link. Considering this was new user behaviour, this is anticipated to increase as people become more familiar with the shoppable tag feature.
“The more posts with shopping tags in them, the more likely someone is to engage, so people are looking for products and this experience is helping them to learn more and hopefully make those purchases.”Jim Squires
80% of people follow a business account
Instagram has plans to also give businesses access to insights around the metrics that matter to them. This will include, for example, the number of people that tapped to see more product details or clicked on “shop now”.
The expectation is that this will open up new avenues of communication between business and audience. Businesses will be able to ensure that they are creating the most relevant content to increase sales and be better able to track their ROI.
How Instagram Shoppable Posts Work
Posts on Instagram with a shopping icon tag allow followers to easily tap to see more details about the products and click directly from the post on their feed to a business’ website to buy.
Businesses will have the power to create and tag a post with product links directly from their iOS mobile phone. Businesses simply set up a product catalog for their Instagram account and then “tagging a product is as simple as tagging a person in a post.” (Source)
What are Brands saying about it?
“Our partnership with Instagram has been very successful. Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps – we’re excited to see where the feature continues to take us.”Mary Beech
“While Instagram is a place for inspiration and visual wonder – there is nothing more satisfying than being able to buy that thing you love RIGHT NOW! The number of times I have found myself in a rabbit hole hunting down that pair of shoes, that beautiful chandelier, those sunglasses, rugs, flower arrangements, random gift ideas – countless!! We were thrilled to be a part of this pilot and to have our customers experience the next generation of shopping via Instagram.”Jenna Lyons
What could this mean for Influencer Marketing?
As the Instagram shoppable feature becomes more and more accessible for users with business accounts, this will increase the opportunity for Influencer Marketing to be monetised more directly. Opportunities for brands and Influencers to make the most out of their Influencer Marketing campaigns will increase. The metrics for success will become more sophisticated.
This new shoppable tag feature will really make the whole social selling element more streamlined and a better customer experience all round.
Influencers’ followers already ask questions in their comments about how to find products that have been featured. We see this all the time in our campaigns with clients like ASOS, Country Road, Versace and Uniqlo. Influencers currently include the exact wording of the products in their caption copy and @mentions and #tags to make it easier for their followers to find-to-buy.
Soon, instead of providing specific product codes and long-winded explanations on how to find the products, customers will simply be able to click on the product tag and purchase it within a couple of clicks. Think about it, the ROI could be huge here!
Instagram will become “a hub for ultra-specific product promotion” (Source) and brands will want to be part of this in the most effective way.
Brands will best be able to leverage the shoppable tag feature by working with Influencers whose product recommendations will come across to customers in the most authentic way.
Influencers’ followers already actively seek them out for their genuine product recommendations and will make brand decisions based off what their trusted Influencers promote to them. This is because their content is quite simply the most compelling on the channel.
In fact, 71% of consumers are more likely to make a purchase based on a social media reference. Their high quality native content is proven to perform better on brand-owned channels and in sponsored posts. it really is best placed to encourage customers to click-to-buy.
Vamp’s Influencer Marketing e-Commerce campaigns
Currently Vamp has been working with brands like New Balance, Nude by Nature and DEX to facilitate an e-Commerce element to campaigns to push product via an Influencer’s post. The Influencers include a specific voucher code in their caption copy and direct their followers to a social selling link in their bio.
In short periods we’ve seen how effective Influencers are at directing their followers to purchase via these social selling links in their bio. We’ve repeatedly seen in our social selling campaigns that Influencers achieve a higher conversion rate than any other channel. This is really powerful stuff! By removing as many steps as possible in the process and making it as easy as possible for their followers to purchase, we anticipate that this will increase dramatically with the new shoppable tag feature.
Relevant article: Invaluable Insight: Vamp x New Balance e-Commerce Case Study >
Article header image produced by Vamp Talent for Hong Kong Hysan Luxury Brands campaign.