The Facebook-owned photo-sharing platform is rolling out a new product to 20 select brands that will enable users to click on products featured in organic photos (not promoted posts).
The photos will look similar to others on Instagram, but there will be a “Tap to View Products” tab at the bottom. Once you tap the photo, you can see what are essentially digital price tags. Click on the product tag, and you’re taken to the retailer’s site where you can view and purchase the product.
Before this feature (and Instagram ads) became available, buying anything from an Instagram post was a pain. You had to back out of the app, Google the product’s name and hope to find it. There was no way for marketers to know if Instagram posts inspired purchases.
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The features will enable retailers to access metrics that show click-thru actions—and then it’s up to the retailer to track conversion rates. With this move, Instagram is keeping up with social competitors that include Facebook, Pinterest and Twitter, which all feature similar functionalities.
“We’ll be looking at sales and total basket sizes and things like post-click as they come over, but also looking at the image composition from what actually drives the most activity,” JackThreads’ chief marketing officer Ryan McIntyre told Marketing Land.
Participating companies include J.Crew, Macy’s, Levi’s, JackThreads, Warby Parker and Kate Spade. Those retailers (along with others in the beta test) aren’t paying to be part of the program, and Instagram isn’t getting a cut of any sales—yet.
The feature will also only be available for iOS users, at first.
"This is a very early, simple test," Jim Squires, director of market operations at Instagram, told Advertising Age. "There is a lot of additional depth we can add."
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