There have been some exciting announcements by Instagram and Pinterest recently that will allow businesses to sell their products quicker and easier through social media. New technology is creating a smoother path for shoppers to not only get inspired by what they see on Instagram and Pinterest but to take action and buy it instantly.
Instagram’s “Shop Now” Buttons
Instagram is the popular photo sharing and community building app that has 300 million users and growing rapidly. Facebook bought Instagram in 2012 and launched ads exclusively to select big name advertisers in late 2013. According to Adweek Instagram is launching ads with “Shop Now” buttons and other call-to-action messages that will, for the first time, link outside the app so users can take marketable actions.
"It's an ideal platform to shop on as it's so visual and fashion oriented," said Old Navy media director Michele Schuh in an email to Adweek. "We're thrilled that Instagram is now offering users the ability to click directly through to a product, creating instant gratification without any cumbersome steps."
When Instagram first introduced ads it caused mixed reactions from its loyal fans that fled Facebook to get away from the number of sponsored ads blocking up their newsfeed. But so far the sponsored ads have not been too intrusive and don’t negatively effect our enjoyment of the app. As a marketer who helps business owners use Instagram to share their products and editorial with their followers, I think it’s an exciting prospect to hear that Instagram are responding to people’s need to know how they can buy what they see.
Pinterest’s new Buyable Pins
On the subject of improving the way shoppers can buy what they see on social media. It sounds like Pinterest is also moving in the same direction, by announcing their plans to integrate “action buttons’ that would allow pinners to buy directly or add an item to a wish list and buy later.
This week, according to Forbes, Pinterest have revealed how online retailers can benefit from having “Buyable Pins” tool to make in-app purchases.
Currently if you are inspired by an item of clothing, home décor or recipe ingredient on Pinterest you click through to the pin’s link to work out the next step. Or worst if the pin is not uploaded properly to a specific web page you can reach a disappointing dead end. To resolve this problem, Pinterest will allow pinners to buy items directly by clicking on an “Add to cart” button, or save something for later by an “Add to wish list” option. Another exciting prospect for foodies out there is how some delivery services could utilize a “Get ingredients Delivered” buttons that could automatically add specific ingredients from a recipe pin directly into an online shopping cart!
Buyable Pins are an extension of rich pins, which are pins that include a more detailed description than regular pins with a link. The idea is that if you find those new must-have shoes, you will have the ability scroll through the color and size options and then check out by tapping a “Buy It” button making the purchase through Apple Pay, Pay Pal or a credit card. This is music to the ears of e-commerce business owners who are currently on Pinterest, and gives those of you who are not another reason to be on Pinterest and utilize this valuable new feature! Pinterest announced Buyable Pins would launch later this month in partnership with large and small retailers including Macys, Bloomingdale, Nordstrom and Kate Spade.
What Can You Do?
Keep a close eye on how these retailers use Buyable Pins on Pinterest, and how advertisers will be selling their goods on Instagram in the coming months. So you can get some good ideas and be ready to utilize either or both platforms for your own business when it opens up to everyone.
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