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Are you experimenting with Instagram marketing yet? Instagram has experienced hockey stick growth over the last couple of years. It’s evolved into so much more than a place where you can post and comment on your friends’ photos.
Instagram recently launched a US-only beta for push notifications that help brands notify customers about new product launches 1-day and 15-min beforehand. Not only that, but they can also purchase the product directly through Instagram’s in-app Checkout feature, rolled out earlier this year. This represents enormous opportunities for both brands and their customers.
Personally, as a consumer, I know how annoying it is to continually refresh a page while I’m waiting for a new limited edition OVO t-shirt or pair of sneakers to go on the market. These reminders help shoppers like me stay in-the-know, avoid missed opportunities, and remove friction from the purchase process.
Savvy brands are already harnessing the power of Instagram and its 1 Billion users to stay top-of-mind and get in front of audiences that may not have previously known about them. Here are just a few reasons eCommerce and direct-to-consumer (DTC) brands should consider investing marketing budget in Instagram.
Get in front of more of the right eyeballs
Fact: 80% of Instagram users follow one or more businesses
I’ll do the math for you. That’s a whopping 800 Million people that follow at least 1 brand on Instagram. Instagram has quickly become one of the most powerful social platforms for brand awareness. A major reason for this is that it isn’t a limited platform, meaning you can achieve far more reach than any other social platform and your marketing dollars go a lot farther.
When done right, increased awareness translates to increased conversion further down the funnel. Case in point: Vogue experiences a 20% lower cost per acquisition from ads placed on Instagram Stories versus other channels.
Provide more convenient shopping experiences
Fact: 130 Million users tap to reveal a product label on posts
Statistics continue to show that Instagram users are more tech-savvy and up-to-date with the latest trends. 65% of Instagram users are between the ages of 18 and 34, which represents a demographic used to the one-tap conveniences of modern technology. Updates like the one released Monday brings the convenience they’ve come to expect in their online shopping experiences to the Instagram platform.
According to Instagram, 75% of people take action after being inspired by a post. The more convenient you can make that action, the more shoppers will actually complete the check-out process.
Be in the right place at the right time
Fact: Share of US retailer traffic from social media has increased by 110% in the last two years
Consumers are increasingly looking to social media to help them learn about products. It’s vital for brands of all sizes to be in the spots customers are searching for them. Channels like Facebook and Instagram are all ‘pay to play’ these days so investing marketing budget in platforms like Instagram will make sure you get the most bang for your buck.
Time to get on the Instagram marketing train
These recent releases are just part of a host of advancements Instagram’s rolled out in an effort to make shopping brands easier and more accessible on the Instagram platform, particularly in the clothing and beauty industries.
This could mean big opportunities for smaller brands, especially ones leveraging influencer marketing. According to Eva Chen, Instagram’s Head of Fashion, “In the last four years, the demand for creators and questions from businesses around fashion creators has increased. People are seeing that influencers are doing exactly that: influencing. And there is room at the table for everyone.”
There are lots of companies doing cool things with Instagram ads and seeing great results, including Clearbanc-funded Public Goods and Vinebox. As avid supporters of small business founders, we highly recommend Instagram as a powerful tool to invest marketing dollars in and features like the new push notifications are huge game-changers for brands looking to educate their audience on new product offerings and encourage repeat purchases.
Watch the entire discussion here: