In response to the success of the Shop Now feature in TikTok videos, Instagram is now rolling out enhanced conversion options for content creators. The latest addition to the platform is the ability to shop directly on Instagram’s IGTV space. Building upon the existing tools like Instagram Checkout and Instagram Shop, this new feature incorporates a clickable banner within long-format videos. Users will be redirected to either the brand’s e-commerce website or their Instagram Checkout, offering a seamless customer experience while generating profits for the network.
This development comes at a time when there has been a surge in live content due to the COVID-19 lockdown, with 80% of Instagram users considering the platform as a valuable decision-making tool for their purchases. The introduction of the IGTV Shopping tool aims to create new opportunities for creators who monetize their products or services, whether they are influencers or brands.
Instagram’s Chief Operating Officer, Justin Osofsky, recognizes the contribution of digital content creators and brands in cultivating a culture on the platform. He also mentions that this feature will soon be available on Reels, Instagram’s newest video creation feature.
The IGTV Shopping tool has already caught the attention of the beauty sector, with luxury brands from LVMH, such as Sephora and Estée Lauder, incorporating it into their Instagram presence. The popularity of filmed content related to the cosmetics industry has been soaring on social media platforms, with a staggering 228% increase in related sequences on Douyin, the Chinese version of TikTok.
Overall, the expansion of conversion options on Instagram demonstrates the platform’s commitment to provide creators with more opportunities to monetize their content, while offering users a seamless shopping experience.
Links:
– Instagram’s announcement on Twitter
– Business Insider article on IGTV Shopping feature
