Instagram has become one of the best places for brands to drive awareness, due in no small part to the ever-growing creator community. And the initial eCommerce functionalities integrated into the platform have already proven to be a beneficial way to raise brand awareness and drive direct response — Instagram Stories made up 39% of all sponsored posts in Q4 of 2018.
Checkout functionality in Instagram Shopping will not only result in an exciting new in-app marketing tool, but it will be a way to prove out the value of both the platform and the creators (who to brands have become invaluable advocacy assets).
While this is a natural extension for Instagram and creators, it’s a bit of a different story for brands looking to move product. Many have tried social commerce in the past and found that it’s hard to transact at the point of impression. The journey to conversion is often arduous, involving several (if not dozens) of digital touch-points. In order to succeed with IG Shopping’s checkout feature, it’s going to take savvy marketers who understand their funnel and and whether or not their shoppers on Instagram are ready to buy.
Strategists need not worry about Facebook-owned Instagram’s commitment to their growing social economy, though; the company is on its way to becoming the dominant player in the social giant’s advertising stack, generating roughly $9B in ad revenue in 2018 with more than 500 million daily active users. And with Instagram continuing to round out its in-app shoppable offerings, creators and the direct response messages they sling will only grow as an integral part of the future marketing mixes.