Discovery has been part of the Instagram experience from the beginning. With 80% of people following a business account,1 and a global community of over 600M, Instagrammers want to explore and find new things from brands they love and businesses want more opportunities to build relationships with these valuable customers.
Making Discovery Simple
When it comes to shopping, we set out to create something that was less transactional and more immersive. Something that gave people more time and space to browse and evaluate products, making mobile shopping feel just like shopping. The solution is not as simple as just adding a buy button.
In November, we began testing a new shopping experience that made it easier for people to find, evaluate and track relevant products on Instagram. Posts with tags have an icon that makes discovery simple. If a product catches your eye, there’s a space to explore, where you can easily tap to see more details from products featured in posts, and even click to a business’s website if you’re ready to buy. Retailer kate spade new york has been using shopping on Instagram since November, and has seen great results.
Our partnership with Instagram has been very successful. Traditionally, our customer had turned to Instagram for inspiration, and we’re seeing that she’s reacting positively to the new shopping experience, which allows her to seamlessly tap and shop the product – going from inspiration to information to purchase in just a few steps – we’re excited to see where the feature continues to take us.
Expanding Shopping to More Businesses
Based on encouraging early results, we’re rolling out these shopping features to thousands of businesses that sell apparel, jewelry or beauty products in the coming weeks. Instagrammers in the US will soon be able shop and browse products from these businesses from posts in feed, on profile and in explore.
Tagging, Tapping and Insights
We're also giving businesses the power to create and tag a post with products directly from their iOS mobile phone. Once a business has a product catalog connected to their account, tagging a product is as simple as tagging a person in a post.
Businesses will also soon be able to get insights around the metrics that matter to them, like how many people tapped to see more product details or clicked on “shop now.” By telling businesses more about their audience and which posts are performing well, they can create more relevant content.
All of this is part of our continuing efforts to strengthen relationships between people and the brands they love, by creating more opportunities—and simpler ways—to discover and explore products on Instagram.
Here's what a few early test partners have said about shopping on Instagram:
While Instagram is a place for inspiration and visual wonder – there is nothing more satisfying than being able to buy that thing you love RIGHT NOW! The number of times I have found myself in a rabbit hole hunting down that pair of shoes, that beautiful chandelier, those sunglasses, rugs, flower arrangements, random gift ideas – countless!! We were thrilled to be a part of this pilot and to have our customers experience the next generation of shopping via Instagram.
Jenna Lyons, President and Creative Director, J.Crew
During holiday 2016, we introduced a few quirky products (a sleep mask, for example) to celebrate the season. Our followers weren't expecting our brand to introduce new product types, so we used shopping tags to make it more clear that they were available for sale. Our team plans on continuing to explore creative ways to celebrate our assortment with the ultimate goal of enhancing users’ experiences.
An overwhelming majority of Lulus’ customers originally discovered our brand through word-of-mouth – either directly from a friend or through social media – and Instagram continues to be a key discovery platform for us. The development of a native and authentic shopping experience on the platform has taken discovery to the next level for customers. And it has opened a great deal of opportunity for us to engage new and existing customers; we have seen that nearly 33% of people who tap to learn more about a product visit our site through 'Shop Now'.
Noelle Sadler, VP Marketing, Lulus
To learn more about shopping on Instagram visit our help center and read how to get started.