By: Thanh Duong|
09 Mar 2021
Victoria’s Secret is using it. Puma is using it. Manchester United is using it. OG, the only Dota 2’s 2-time World Champion, they are using it. So, what’s stopping you from using Instagram Shopping too? In this article, we touch on what is Instagram Shopping and why it has revolutionised eCommerce.
Instagram has consistently been ranked first among other social media platforms for its simple, user-friendly photo-sharing functionality. The popularity of Instagram gave rise to ‘Influencer’ roles that have now become full-fledged careers for many. It is unsurprising then, that nearly 90% of the people surveyed shared that their decision to purchase is unironically “influenced” by said social media influencers (refer here).
As the name suggests, it involves Instagram and Shopping. Basically, you advertise your products on Instagram and people shop by scrolling through your Instagram account.
Instagram Shopping has become one of the most ground-breaking trends in eCommerce in recent years. This is due to its unique ability to leverage the popularity of the Instagram platform and the influence of Social Media Influencers to sell products.
Before Instagram Shopping: See something an influencer is wearing > Exit Instagram > Google the product website
This process may seem straightforward but it breaks the seamlessness of the decision-making process by making users do the work of exiting one app and opening another. This is where potential customers will fall off the conversion funnel due to the extra effort required.
After Instagram Shopping: See something an influencer is wearing > Open the Instagram Shopping Page > Check Out
Conveniently connecting products to customers, customers get all the information they need to make their purchasing decision immediately (view the price, brand and scroll to see all the other products) and can easily check out directly from the app shortening the purchasing process considerably.
According to data from Hootsuite, Singaporeans spend an average of 2 hours per day on social media. Nearly half of that time (53 minutes) is spent scrolling through their Instagram feed. This makes Instagram the ideal platform for you to concentrate your digital marketing efforts. The growing network enables brands to utilise visual aids such as product tags on items promoted by social media influencers for their marketing strategies.
Products displayed on Instagram are also presented in a more accessible and relatable manner, creating a deeper connection between the brand and the consumer. Potential customers can see these products put into everyday use in daily life before they make their purchase.
So swim with the tide and do not miss out on the opportunity to expand your range of potential customers. Like Pascal’s wager, if you choose to ignore this crowd, you will lose nothing; but if you are to hit this market, you most probably will gain some new customers. Rationally, Instagram Shopping is a win for your business.
You may have your own e-store, but what happens if customers do not visit your site? Quite simply, they would not be aware of your products. Instagram has built a vast number of user-friendly features onto its platform to help you target the right audience for your products. Be it mapping your audience by location, demographic, interests or behaviors, Instagram Shopping Ads helps to provide insights and target mechanisms to approach your potential customers and present your products in a compelling way.
You can also engage social media influencers who have built an impressive following on Instagram to help market your products. Linking their posts to your brand account and Instagram Shop is sure to generate buzz and encourage conversions.
The product tags on Instagram Shopping allow customers to immediately find the products that they want. How many times have you seen a model wearing something you like, but you were too lazy to go google it? With 1 simple tap, all tagged products are displayed for your choosing.
Globally, about 130 million users use these product tags for shopping purposes every month. In the new digital era where people want to save time as much as possible, customers value convenience more than ever.
This direct route from visual marketing from an Instagram post to your e-shop would be the key element to drive your sales forward. This direct step also means that once customers are hit with a buying impulse, they are immediately encouraged to check out reducing the need for remarketing efforts.
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