Following a massive success of e-commerce and mobile commerce, insta-commerce has made its way into the hearts of social media-savvy consumers. Proof: the number of brands selling their goods via Instagram and Pinterest is on the rise.
Following a massive success of e-commerce and mobile commerce, insta-commerce has made its way into the hearts of social media-savvy consumers. Proof: the number of brands selling their goods via Instagram and Pinterest is on the rise.
With over 300 millions users around the world, Instagram seems the go-to place for retailers and brands interested in increasing their customer base. Apart from their brand image-boosting potential, Instagram or Pinterest also offer fantastic opportunities for brands which want to significantly improve their sales. US are home to many startups which were quick to spot this niche and offer the possibility of converting Instagram users into buyers/clients. These firms have been dynamically growing, but the gigantic market -both in Europe and across the Big Pond- remains largely untapped.
Buyable Pins
A "little guy" among social networks, Pinterest brought the concept of social scrapbooking, into vogue, which benefited from users’ existing browsing and bookmarking habits. Ultimately, it turned out that this medium has a massive e-commerce potential. According to one Shopify study, an average price of purchase made through Pinterest is 50 dollars - the highest among all major social platforms.
On top of that, a whopping 93 percent of Pinterests users plan their purchases with the platform, reveals Shopify's study. At some stage, Pinterest chose to cut out the middle man and let users shop directly from their Pins. This is how Buyable Pins were born. These product images look much the same as any other Pin on the network with one difference: apart from a red Pin It button, buyable Pins also feature blue Buy It button.
Actionable Buttons
The biggest obstacle for e-commerce on Instagram was absence of functionality which would allow for clickable links in photo captions. After all, the platform's priority has been sharing visual content instead of URLs. It did not take long for both users and advertisers to solve this inconvenience by inserting links in bio descriptions and directing their followers there. However resourceful, this solution still created unnecessary hassle in the conversion process. Faced with a soaring user base, Instagram's developers decided to make the platform a friendly place for social media marketers. Fitting perfectly into the existing interface, Instagram's call-to-action buttons benefit both the platform and its advertisers.
Sources: forbes.pl; hootsuite.com
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