Instagram looks to continue its in-stream commerce push with the launch of a new ‘10 days of live shopping‘, which will feature a range of celebrity streaming product launches in the app, showcasing the ability of live purchases to connect with Instagram audiences.
As explained by Instagram:
“Fashion, beauty, music and lifestyle come together like never before with over 10 days of shopping live from Instagram. People can tune in from September 1 for intimate events with Selena Gomez, Kacey Musgraves, Lil Yachty, and other surprise guests. Events give you access to new releases, offers and exclusive products only on Instagram. “
As Instagram notes, the event will feature various celebrities showcasing new products, working with big brands (mostly their own labels), with streams scheduled throughout the month.
Users will be able to connect to these events by visiting the new “Live” destination in the Shop tab, a dedicated area within the Instagram shopping experience for trade-specific feeds.
The combination of exclusive products and the ability to engage with celebrities, in real time, will undoubtedly attract a large following, giving Instagram the perfect opportunity to showcase its evolving e-commerce options ahead of the holidays.
Commerce has been a key focus for the app over the past two years, starting with the arrival of Instagram stores, which Facebook has stepped up to accommodate the change in e-commerce brought on by the pandemic. The big picture is that, eventually, every Instagram image and video will become ‘purchasable’, with Facebook’s creators and / or systems tagging related elements in each image, which in turn will lead to new usual usage behaviors. who will see more and more people. Instagram purchases more regularly, offering new monetization options for the app.
Truly, that would be the ideal scenario for any social app, with each platform now exploring its own e-commerce potential, in different ways, as it seeks to expand usage behaviors and further incent brands to strengthen. their presence and their confidence. their applications.
Facebook and YouTube are leading the way in object recognition in video clips, with YouTube already experimenting with automated object tags that could potentially provide more straightforward product options tied to each clip. Facebook is investigating the same, and with a growing interest in live shopping, it is also working on new storefront options for feeds, expanding shopping activity within the app even further.
Indeed, according to Facebook’s own research, published earlier this year, consumers are increasingly inclined to try direct shopping, with 89% of people expressing an interest in this option.
Pair that interest with popular celebrities, and you’re probably on top of a winner, and it’ll be interesting to see what kind of response Facebook receives for their new shopping events, and how that then guides their approach to live shopping in the future. .
At the same time, TikTok’s live buying options are also on the rise.
This is another factor in Instagram’s new push, and by using the reach of these high profile users, it hopes to attract more users into its live shopping experience, which in turn will lead to greater using its new live shopping tab in its shopping tools, providing continued potential for brands, even those not endorsed by celebrities.
This could be a big change, especially, once again, as the holiday shopping season approaches.
Instagram’s new Live Shopping showcase is now available on this link (on mobile only).