How Instagram Changed the Way We Shop
Jun 23, 2020
Instagram started as a social network whose focus was on visual story-telling — sharing photos in short. This proved to be a good strategy for the social network because it was able to quickly catch the attention of regular users and businesses alike. Soon enough, the features Instagram started implementing started influencing its audience — mostly Millennials — in some very specific ways.
If LinkedIn changed the way we search and are being sought after — for a job, and if Facebook changed the way we socialise, then Instagram is the social network that is influencing our purchasing decisions depicted by the visual content.
What’s so Special About Instagram?
Instagram’s unique selling point is that it’s a social network that relies primarily on visual content — photos, to be more specific. As such, it stands out among other social networks that are more focused on text-centric content, such as Twitter and Facebook, and it’s living proof of the cliché that a single image is worth a thousand words.
The visuals-first nature of Instagram is what’s behind one of the most interesting new developments that came about in the social media sphere — the influencer. Instagram also became famous as a kind of ground zero for the popular phenomenon. People who can attract a large following on the social network can leverage it when making deals with businesses.
But it’s not just the influencers who jumped on the bandwagon — brands are prominent members of the Instagram community. Not only through deals and endorsements but also because Instagram is a great platform for establishing a presence and reaching an audience. And it’s not just brands who’ve noticed it — businesses of all kinds are flocking to the social network.
Jeff Bullas
Consumers want to hear from people they idolise and respect. They trust these recommendations more than advertising from brands
How Does All of This Affect the Way We Shop?
So, we know Instagram is a popular social network with a growing audience. We know it’s a primarily visual social network, i.e. that its content tends to be photos. Businesses and brands are using it to reach an audience, and some influencers serve as intermediaries between businesses and consumers.
These circumstances converge to affect the way we shop in more than a few distinct ways. Here’s how the way we shop has changed thanks to them. A different kind of social proof.
People often need a certain kind of nudge to move them towards making a purchase decision. Sometimes, that nudge comes in the form of social proof. You see someone else is using something, or going to buy it, or merely discussing it, and that’s enough to launch you on a shopping spree.
What changed Instagram here is that the influencer has become a major provider of social proof. Influencers are not celebrities (even though they might be, depending on who you talk to) in the classic sense. Social networks allow two-way communication, making influencers more akin to an acquaintance than a far-away famous person. That’s probably at least a part of what makes them so effective at dishing out social proof.
How Instagram influencers are changing the game
One of the most significant changes brought about by Instagram is the rise of influencer marketing. Instagram influencers have become a powerful force in the world of e-commerce. With their massive followings and engaged audiences, influencers have become an effective way for brands to reach new customers and promote their products. Social proof is more effective than direct marketing from the business.
Influencers have become an essential part of the Instagram experience. They provide users with a more authentic and personal connection to brands, which can lead to increased trust and loyalty. In addition, influencers can help brands reach new audiences that they may not have been able to reach through traditional marketing channels.
However, influencer marketing is not without its challenges. With the rise of influencer fraud and fake followers, it can be challenging for brands to find authentic and trustworthy influencers. Brands need to be careful when selecting influencers to work with and should look for those who have genuine engagement and a loyal following.
Experiences and lifestyles reign supreme
You debate about how much of what you see on Instagram is real and how much is the product of photo editing programs all you want. That won’t change the fact that people like what they see on Instagram, and often it’s aspirational content they want to look.
In that sense, lifestyle and, even more importantly, experiences, have become a major driver in our decision-making process when it comes to shopping. If you’re active on Instagram, you’re bombarded with post after post of people selling a product by wrapping it up in an appealing experience. The product becomes a gateway we can use to feel the same way we imagine the person in an Instagram post felt.
Preference for Instagramable products and services
Here’s another way Instagram might have changed the way you shop: do you consider how photogenic something is before you buy it? Do you even judge the coffee shops and restaurants you visit by how good they’d look in an Instagram post? Have you ever posted a photo of a yummy-looking coffee or dessert on Instagram?
Businesses have noticed that people are taking appearances into account for certain products more than they used to. Everything from clothes to baked goods is now designed to look good when photographed and posted on Instagram. Why? Because businesses have figured out that Instagramable sells.
Instagram is ushering social commerce
It’s sometimes hard to remember that Instagram is a social network. It’s where people come to see what the brands and people they follow are up to and to post updates on their goings-on. That’s what Instagram was built for in the first place, right?
With the rise of social media shopping, Instagram has introduced new features to make the shopping experience more seamless and convenient. Shoppable posts and in-app purchases have become a popular feature on the platform, allowing users to purchase products directly from their Instagram feed.
Shoppable posts allow brands to tag products in their posts, making it easy for users to purchase products without leaving the app. In-app purchases take this a step further, allowing users to make purchases directly within the Instagram app. This has created a more seamless and convenient shopping experience, which has led to increased sales and revenue for many businesses.
However, with the rise of shoppable posts and in-app purchases, there are also concerns about privacy and security. Users need to be careful when making purchases on social media and should only purchase from reputable brands that they trust.
Instagram's algorithm and its impact on shopping
Instagram’s algorithm plays a significant role in the Instagram shopping experience. The algorithm determines which posts appear on a user’s feed and in what order. This can have a significant impact on the visibility of a brand’s posts and the success of their Instagram marketing campaigns.
To succeed on Instagram, brands need to understand how the algorithm works and how they can use it to their advantage. Brands need to create engaging and compelling content that resonates with their target audience. They also need to be strategic in their use of hashtags and timing of posts to maximize their reach and visibility.
Instagram advertising and its effectiveness
Social media advertising has become an essential part of the marketing mix for many brands. With the ability to target specific audiences based on their interests and behaviors, social media advertising has become an effective way to reach new customers and drive sales.
Instagram advertising has become a popular choice for brands looking to advertise on social media. With its visually appealing format, Instagram ads are more engaging and effective than traditional display ads. Instagram ads can be targeted to specific audiences based on their demographics, interests, and behaviors, making them a highly effective marketing tool.
However, with the rise of ad blockers and the growing number of ads on social media, it can be challenging for brands to get their message across. Brands need to be more creative and innovative in their approach to Instagram advertising to get the attention of their target audience.
Tips for businesses to leverage the Instagram Effect
To take advantage of the Instagram effect, businesses need to be strategic in their approach to Instagram marketing. Here are some tips for businesses looking to leverage the power of Instagram:
- Create engaging and visually appealing content that resonates with your target audience.
- Partner with influencers who have a genuine and engaged following.
- Use Instagram advertising to target specific audiences and drive sales.
- Take advantage of shoppable posts and in-app purchases to make the shopping experience more convenient for your customers.
- Be strategic in your use of hashtags and timing of posts to maximize reach and visibility.
Conclusion
Instagram effect has revolutionised the way we shop. With its visually appealing format and engaging user experience, Instagram has become a powerful tool for businesses looking to reach new customers and drive sales.
From influencer marketing to shoppable posts, Instagram has created new opportunities for businesses to connect with their target audience and build their brand. As social media continues to evolve, we can expect to see more exciting changes in the world of e-commerce.
