The launch of Facebook Shops does not appear to be innovative, at least to those aware of the social media platform’s previous attempts to provide a shopping platform that began way back in 2007 but could not make a mark. However, the company kept up its drive to do something notable that culminated in the Marketplace in 2018, which was more mature and complete with competing with Etsy and Amazon. Going a step further, Facebook is now replicating the model on Instagram with more focus on establishing a niche of Social Commerce instead of just dressing up the social media network with a layer of e-commerce.
Regardless of the purpose of using Instagram for business or merely as a social media network, the basic tenets of the platform that revolve around acquiring likes, followers, and comments remain the same. Likes are crucial in that it reflects the popularity of the content and thereby underscores its value. The speed of garnering likes is critical for the content to become viral, and you can buy likes on Instagram not only to demonstrate the worth of the content but also to connect with real people who can become your customers.
Perfect timing
There could not have been a better time of introducing Instagram shopping. There has been an unprecedented surge in online shopping because of physical distancing and quarantine for combating the COVID19 epidemic. The interdiction of Instagram shopping is likely to generate $30 billion in revenue, comprising transactional fees and increased advertising while ensuring a deeper customer relationship. Added to this is an entirely new shopping experience that awaits Instagram users besides providing unique benefits to Facebook, which now own Instagram.
No e-commerce experience is complete without Instagram
Instagram has a long association with e-commerce as the companies already use the prolific platform for running their advertising campaigns. Like nearly all other digital ads, Instagram ads are direct-response. The platform derives its power from the aspirational and highly visual content capable of stimulating users’ passive desires even before the functional needs arise. Instagram uses users’ behavioral data to understand the needs of buyers and present them with the most relevant advertisements, which inspires users to accelerate their decision about buying. The approach has a long-term vision by nurturing users’ desires and serving them with what they might be contemplating to buy and persuading them tacitly to complete the purchase.
Instagram Checkout – super-easy online buying experience
Instagram has always supported businesses in ways that no other social media platform could think about, which points to the platform’s intent to become a full-fledged e-commerce platform someday. The intention becomes clear from the launch of Instagram Checkout to selected retail partners in the US after completing the beta project that had started in March 2019. Instagram Checkout is unique in that it allows users to complete a purchase while remaining within the app instead of connecting to the company’s website. It just requires 2 taps to convert a visitor into a customer.
The super-easy buying process has the most significant effect on impulse buyers belong to the category of beauty, fashion, and tech whose products are mostly available online already.
Social Commerce – coining a new name
Instagram’s efforts to become an e-commerce platform without sacrificing its fundamental identity of a social media platform has resulted in coining a new term to explain the transformation, which is now better known as Social Commerce. It is a blend of social media and e-commerce by maintaining the channels’ characteristics that give users complete flexibility to use the platform in the way they want.
Owning the entire buyer journey
Brands have used social media platforms to build brand profiles and introduce their products and services while creating awareness much before there is a need. Instagram provides multiple pathways to users to discover products and services. The journey starts within the circle of people they know. It keeps expanding to friends and their acquaintances, research for the next summer holidays, their favorite cafes, or influencers showcasing what they have purchased recently. Brands are entrenched throughout the browsing experience. Depending on the extent of visual stimulation, there are high chances of the experience culminating in purchase either instantly on Instagram Checkout or sometime later at some store.
Instagram has a lot to offer to businesses. It has the most sophisticated algorithms among all social media platforms and can accurately predict and present content users would like to see. The medium’s superior visuals make products like beauty, apparel, and interiors feel incredibly appealing and native on the platform that provides the perfect window shopping experience. Subsequently, you can complete the purchase of your chosen items without leaving the app.