Customers can now ‘click to shop’ in Instagram Stories: What does this mean for marketers?

Clicking to buy on Instagram

Customers can now ‘click to shop’ in Instagram Stories: What does this mean for marketers?

Last week, Instagram added a new function to its Stories feature. Customers can now ‘click to buy’ items that they see in their Stories feed.

This is exciting news for marketers. While the app’s feature boasts more than 300 million daily active users, Instagram Stories is still a relatively untapped marketing source for many businesses. But following the latest update to the app, this is likely to change.

Instagram Stories is a feature within the Instagram app that allows users to share images and videos that disappear after 24 hours. According to TechCrunch, Stories (across varying social platforms) is growing 15 times faster than feed – making it a highly valuable area for marketing.

Over the past two years, Instagram has been working to make the app more ‘shoppable’ for users. Since early 2017, users have been able to locate and buy products through the Instagram feed, via features like ‘shop now’ and by clicking on tagged products on posts.

Now Instagram is working to give Stories similar shopping capabilities.

How does it work?

Brands can now tag and link products displayed in their Stories so that viewers can simply click and be directed to more information or to purchase. Similar to the function in the Instagram feed, the tag displays in the form of a sticker next to the product in the video.

Why use Instagram for business?

Over the past few years, Instagram has become an important platform for marketers in driving business results, in particular for retailers who use it to showcase products. In fact, 65% of high-performing Instagram posts from brands feature products. This is a clear indicator that people love interacting with brands on Instagram and use the app as an important platform to engage with products.

Instagram Stories in particular is now becoming a vital marketing platform for brands, as it offers an opportunity for businesses to humanise their brand through videos and connect with their audience on an emotional level.

People love sharing and engaging with the ephemeral videos of Stories, which is why the feature is a massive growth area for marketers. Facebook’s chief product officer, Chris Cox said in May 2018 that “the Stories format is on a path to surpass feeds as the primary way people share things with their friends sometime next year.”

Instagram Stories can help brands boost their customer base, strengthen customer loyalty and increase conversion rates. It is no longer just an add-on feature of Instagram, it has become a vital ingredient in the marketing mix for brands.

If you would like to learn more about how your brand can use Instagram Stories for business, get in touch with a specialist at Green Door Co today.

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