The New Advertising: Instagram Becomes a Shopping Platform
After the launch of the Net Set, a social media buying platform launched by fashion e-commerce giant Net-a-Porter last month, other apps are now following in its trendsetting footsteps. Instagram and Pinterest both announced on Tuesday that they are integrating new buyable functionalities linked to sponsored advertisements. Followers —or shall we say clients?— of a sponsored ad on Instagram will be able to click on a 'Shop Now' button, most likely re-directing the punters to the brand’s website. That is, it is not yet certain how the adverts will function and if customers will be made to pay through Instagram directly.
The photo-based app has been testing different ways to promote and cater the adverts to the needs of the various businesses, with options for advertisers to sell their products, drum up website sign-ups or encourage app downloads. Buttons such as 'Sign Up,' 'Learn More' and 'Install Now' should all become new features while the holy grail, 'Shop Now' will only be accessible to paying—or "sponsored"— advertisers; something that should round up more business for Instagram itself...
Pinterest will also allow advertisers to sell products through its website and plans to make its pins shoppable with a 'Buy It' button linked to the retailer’s page, thus granting a larger access.
The announcement was made shortly after the CFDA Awards 2015 on Monday, during which Kevin Systrom, CEO of Instagram, took home the Media Award on behalf of Instagram, the first ever social media platform to receive this accolade.
The company intends to follow most of the business guidelines adopted by its parent company, Facebook, and open its doors to smaller businesses. It will inevitably draw on Facebook’s large pool of informational data in order to help advertisers hone in on the right demographic, which, with the information businesses already possess about their clients, should quickly turn into a safe bet and lucrative opportunity for Instagram advertisers.
Social media will never be just about socialising anymore.
