Instagram is fun and cutesy right? While there’s a few ads in your stream, its not serious business right? Well from next week, things are definitely getting serious. Many of the things we take photos of are products and especially the brands that are on Instagram.
With mobile making such a dramatic impact on the way people shop it makes sense that Instagram would begin enabling ways to buy the cool products we see on the service. In the US, more than 84% of smartphone users browse, research or compare products via a web browser or mobile app.
Instagram says that most mobile shopping experiences today take people from the shop window right to check out—without giving consumers the opportunity to consider a product and get more information. They believe a majority of purchasing decisions take a day or longer, with only 21% of purchases made within the same day.
Instagram are opening the platform to help learn about products, then turn a standard photo, into a shopping experience where you’ll make a real purchase.
The service will test the shopping experience initially with 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker who will share posts that have more depth, making it easier for Instagrammers to review, learn about and consider the items that interest them. If this test is successful (it will be) expect plenty more brands, including those from Australia to jump on-board.
Each post will have a tap to view icon at the bottom left of a photo. When tapped, a tag will appear on various products in the post—showcasing up to five products and their prices. Once a tag is selected a new detailed view of the product will open. This functionality will bring important product information to the consumer earlier in the journey, all without having to leave the Instagram app to search. Then, if the consumer taps the Shop Now link from the product details view, they’ll go directly to that product on the business’ website, making it easier for them to buy the product they want.