Social networks continue to try to crack the code of social commerce, betting that there must be something that will persuade users to include shopping and purchasing as part of their social experience.The latest effort is by Instagram, which began testing new commerce features in November, with retailers like Kate Spade & Co. and Warby Parker participating in the trial period.
The new shopping experience allows sellers to tag products within an image as available for purchase. And consumers who see the post can tap on the image for pricing and product information.
If they want to buy the item, they simply click on the “Shop Now” banner, which redirects them to the brand’s site.
The effort basically coincided with Twitter’s decision, announced in January, to abandon its buy button, saying it couldn’t justify investing in the feature, and that targeting and scaling had proved difficult.
“These new shoppable posts have potential,” said eMarketer analyst Krista Garcia. “Instagram is wise to initially roll out this format to fashion and beauty brands, since that's a more natural fit for the platform.”
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Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.