Good news brand marketers! Instagram has launched ads with “Shop Now,” “Sign Up” and “Install Now” buttons that link outside the app.
It has always been clear that Instagram could be a shopper’s paradise. Users are already sharing product photos with friends, making comments, liking and getting opinions from their network.
Unlike Facebook users, whose primary concern is connecting with family and friends, Instagram has more of a shopping drive. In Iconosquare’s 2015 study, 70% of respondents reported that they have already looked for a brand on Instagram.
To garner engagement and increase awareness, marketers have traditionally used contests and giveaways on social channels. When it comes to Instagram, 62% of users follow the brand simply because they “love” it. Only 41% follow or would follow to take advantage of perks and giveaways.
If you are worried about intruding on a user’s social experience or garnering engagement, don’t! Sixty-five percent of Instagram users report that they feel flattered when a brand likes their post.
So how does it work? Users can easily take action and come back to Instagram after they’ve finished their transaction. Before, brands were forced to use third-party services to take users outside the app to buy the products in the pictures.
In addition to the new buttons, the ad platform has enhanced its abilities and will allow marketers to reach people based on demographics and interests and customer information. On the consumer end, Instagram is improving the feedback mechanisms within Instagram to give people control over the ads they see.
Check out this article on Adweek for examples of what brands are doing on Instagram with this new shopping feature.