During the F8 conference held by the Facebook Group, Mark Zuckerberg announced three new features dedicated to Instagram that could potentially reshape e-commerce strategies for brands and Maisons. One of these features is the Instagram Donation sticker, which allows users to donate 100% of the amount collected to a chosen cause. Currently, this feature will only be available in the United States.
Another feature called Create will be added to the Camera and Live capture tools in Instagram Stories. This feature aims to simplify the content generation process by bringing together all the creation tools, such as text, static or interactive stickers. It also allows for the production of Stories without relying on a photo or video.
The highly anticipated Instagram Checkout feature, which enables users to purchase tagged products without leaving the Instagram interface, will be opened next week to a select group of influencer profiles in the United States. This test will include 60 accounts of public figures, artists, entrepreneurs, and content creators, including well-known names like Chiara Ferragni, Gigi Hadid, Kim Kardashian West, and Kylie Jenner. Only around 20 brands that currently integrate the Checkout tool will have access to this feature, including fashion houses like Burberry, Balmain, Dior, Prada, and Oscar de la Renta.
With the Instagram Checkout feature, both the brand and the issuing account will receive metrics within Instagram itself to track the performance of their campaign. This offers a valuable opportunity to strengthen influence strategies and improve commercial conversion on the platform, which boasts 500 million daily active users.
As Facebook aims to enhance lead generation through Messenger and establish stronger connections with brand CRMs, it is clear that the company prioritizes conversion and commercial fluidity. These new features on Instagram show Facebook’s commitment to providing improved e-commerce solutions for brands and businesses.
