With the presence of Stories on platforms like Snapchat and WhatsApp, Instagram had to up its game. Since its launch in August 2016, Instagram has come far with the updates in its Stories. At first it was just basic updates like Filters and Effects in direct competition with Snapchat, but then it launched Live Video which allowed users to broadcast live, for up to one hour. With more than 600 million monthly active users, Instagram holds accounts of major fashion brands like Adidas, Louis Vuitton, Dior, Chanel, etc.
With the launch of Instagram’s newest update, the users will no longer have to search the web for the products that have been featured on their favorite brand’s Stories. The retailers can tag and link directly to products displayed in their Instagram Stories. The feature is currently in the testing phase and is only available to select businesses right now – Adidas being one of them. It’ll take several months before the majority of online retail company accounts and bloggers will be able to link to various products in their Instagram stories.
For a while now, users have been able to shop from Instagram feeds but addition of shopping from Instagram stories will help capitalize on the many viewers on the Stories each day. Overall, Instagram has 800 million active users, 300 million of whom use Instagram Stories. “In a recent survey, Instagrammers said they often watch stories to stay in the-know with brands they’re interested in, get an insider view of products they like, and find out about new products relevant to them,” Instagram said in a press release. Influencers who have created an image for themselves primarily use Instagram and promote brand awareness. This feature of Instagram Stories will help influencers promote brands – be it a big one or small one. It’ll primarily help small businesses the users directly link the product and help increase traffic on the website.
Instagram’s click-to-shop feature could serve as a way for Facebook to get products in front of an audience that’s watching less television and help boost small businesses that sell some unique products.