Instagram recently rolled out its shopping feature across IGTV, allowing users to check out directly from videos. This feature provides brands and influencers with another way to earn revenue directly from followers. This could potentially lead to higher conversion rates for the brands, as the time and effort required to complete the purchase is reduced. Customers are likely to churn when there is too much friction between seeing the product on Instagram, navigating to the brand's own website and completing checkout. Further, if the purchase is completed in the app Instagram can collect fees. In addition, Instagram has plans to implement a similar system in its Reels feature. Soon, users will be able to shop within IGTV, Instagram Live and Stories and Reels. With these developments, it is increasing clear that Instagram is making shopping a core part of its app experience, further blurring the lines between authentic social content and advertising. It is not hard to picture the day when Instagram becomes a digital catalog of the latest trends, conveyed in bite-sized content with one-click purchase options.
More information can be found in this article: https://techcrunch.com/2020/10/05/instagram-expands-shopping-on-igtv-plans-test-of-shopping-on-reels/
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