Say goodbye to Instagram’s ‘activity’ section, and say hello to an expanded, much harder to miss Instagram Shopping experience.
Instagram shopping has existed in the Explore section of the app since May, and savvy brands have been taking advantage of the Business Page shopping tba for a while. Instagram is now planning on giving the new feature added prominence by replacing the current Activity tab with Shopping. When users navigate to the new main tab, they will be met with a mix of content curated by Instagram as well as a “suggested for you” section tailored to each individual user’s interests.
One of the big changes that may come from the more prominent placement of Instagram’s Shop is the need for businesses to utilize Instagram’s checkout system. Right now, retailers can choose to tag their Instagram Shopping products with a link directing users to their web shop rather than to Instagram’s universal cart. However, once a businesses’ products are all listed together in one stream with other items users are interested in, the need to be included in Instagram’s universal cart will become must more important.
For many transactions, this move from Instagram effectively shifts the entire purchase funnel onto its own platform, giving the social media site ultimate control over businesses’’ conversion cycle. If effective, we may see other social platforms like YouTube, Twitter, etc., also integrate shopping into their ecosystems. It will be useful for brands to begin learning how to harness these new features now, as they may change the way we shop online moving forward.