Using Instagram to Sell Products Just Became Much Easier

Instagram has rolled out a game-changer for businesses: brands can now sell products directly from the app. The button gives shoppers the opportunity to learn more about an item in an image, as well as the option to go directly to the retailer’s website to purchase the item. The network’s announcement post explained: “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.” Instagram chose to add a button that encourages users to learn more first, rather than simply ‘buy now’, because internal research found that only 21 percent of purchases are made within a day. The new ‘tap to view’ option will appear on the bottom left of select Instagram images. The feature is being tested with 20 U.S.-based retail brands, including Kate Spade, JackThreads, and Warby Parker. A new, detailed view of the product will open if users select one of the tags. From there, users can select ‘Shop Now’ to go directly to the product on the business’ website. Customers often have to ask us, which creates a bulky experience on both sides. The new ‘tap to view’ option follows on the heels of several other business-related updates. In June, Instagram launched an enhanced call-to-action button, which stretches the full width of the ad, with text appearing on the left-hand side.

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Using Instagram to Sell Products Just Became Much Easier | Hootsuite Blog

Instagram has rolled out a game-changer for businesses: brands
can now sell products directly from the app.

The photo-sharing app introduced a
new ‘tap to view’ button
on November 1, 2016. The button gives
shoppers the opportunity to learn more about an item in an image,
as well as the option to go directly to the retailer’s website to
purchase the item.

Vishal Shah, head of product management for monetization at
Instagram, explained the inspiration to
Recode
: “We’ve seen pretty good progress in mobile on making
purchases easier. But these two things—discovery and the actual
purchase—are just not well-connected like happens in physical
stores.”

Using Instagram to Sell Products Just Became Much Easier | Hootsuite Blog
Image via Instagram.

The network’s
announcement post
explained: “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.”

Instagram chose to add a button that encourages users to learn
more first, rather than simply ‘buy now’, because internal research
found that only 21 percent of purchases are made within a day.

The new ‘tap to view’ option will appear on the bottom left of
select Instagram images….

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