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Instagram Launches Shoppable Posts

The influence of social media on our daily routines has grown at a considerable rate with more and more platforms claiming valuable hours of our day. Brands have always been able to use this influence to introduce us to their products and start consumers’ journey through the buying funnel, but now social platforms are introducing ways for buyers to complete their entire journey and purchase in one place.

Instagram is to launch ‘shoppable posts’ in their search for what they describe as a “seamless experience” for retailers. The new feature will allow brands and businesses to tag up to five products in organic posts, allowing consumers to tap on the individual products, where they can find out any vital information regarding the product and make their purchase.

Amy Cole, Instagram’s Head of Business Development recently told Marketing Week, “Shopping will give a seamless experience for users who want more information on products. They can go through Instagram without having to switch between apps and with a couple of tags buy the product.” On the reasons for Instagram introducing such a feature, Cole added, “It’s clearly something that people have wanted and have been asking for and we have done it in a way that feels really native to Instagram.”

Essentially, the change acts as another form of shop window for businesses and brands. The feature makes sense with the visual nature of Instagram where aspirational products are already showcased in full HD but allowing brands to capitalise without the fear of a disconnected buying cycle.

The feature is only available to Instagram Business Accounts, and has already launched in the US, all the way back in 2016, but having seen some positive results, the feature will now be made available in the UK, Australia, Brazil, Canada, France, Germany, Italy and Spain. For the shopping feature to work, businesses must sync a product catalogue with their Facebook Shop so that Instagram can pull in all product information from Facebook, including a link back to the website.

Naturally, Instagram will be making changes to their Insights as a result, with brands able to see with posts gain the most product clicks and well as identifying which product tags were the most popular.

If you would like to learn more about Instagram features, or discuss your brand’s own Instagram strategy, get in touch with Heybridge today on 01277 829977.

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