Instagram recently rolled out a new feature to increase its advertising potential. Accounts with more than 10,000 followers can now add
swipeable links to their Instagram stories. The feature works with vertical
photos and videos up to 15 seconds. Users can swipe up to reach the links, and at
the bottom of the screen there are 12 action item options ranging from Download,
Donate to Shop Now.
Since this feature is only available to accounts with more
than 10,000 followers, it certainly impacts brands' and influencers’ potential
to effectively convert sales through Instagram. On average, all else being
equal among social platforms, I’ve heard that Instagram typically drives the
highest conversion for brands. This new feature only enhances that potential.
The downside to swipeable links is the inevitable development
of more sales-friendly features such as shopping tags, or linkable photos
directly on an Instagram feed. The reason I think this is a downside, is that
Instagram has always been known for its authenticity in a social media world
full of Facebook ads and shopping tag photos on Pinterest. Influencer marketing
is now saturated as the SEC has new regulations on influencers selling
products. Many fans and followers now feel that their favorite accounts have become
too commercialized and scammy. Adding even more sales-friendly features will
contribute to this loss of authenticity and perhaps lead to the downfall of
influencer marketing; a strategy that thrived on the very authenticity it now
lacks.
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