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Martech Mashup: Instagram Shopping Tags

Since late 2016, Instagram has been toying with possible implementation models for on-platform shopping experiences. Now, they’re unveiling the results of their play—a tagging system designed to be uber-useful to marketers while remaining unobtrusive to the established Instagram experience.

It’s tags, but for products

Shopping tags are going to work in much the same way as the established method for tagging people. The difference, of course, is that rather than linking to another account the link will go to a product that is attached to the retailers account.

From a technical perspective, it seems like a pretty minor tweak. Considering how useful this could be to marketers and online shops, this could be a pretty big move.

Early indications

So far, the only real indications about the effectiveness of the new product tagging functions are anecdotal and derived from Instagram’s own pilot program and subsequent communications campaign. Even taken with a grain of salt, however, things look promising.

Lulus has reported that of the folks who tap a tagged product to learn more, 33% of them will go on to visit Lulu’s own commercial site via the ‘Shop Now’ button.

Reps from J.Crew and Kate Spade have commented on the benefits of immediacy and being able to capitalise on Instagrammer impulse. Warby Parker points out that shopping tags let them introduce new and unexpected product lines in a purely visual way.

Roll-out

Shopping tags will become rolled-out gradually to Instagram business accounts. The first to get access will be apparel, jewellery and beauty product businesses in the USA.

Those accounts will lead the way into April, then it’s expected that other industries and locations will follow shortly after.

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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