As already mentioned in one of our blog posts from last year: everything becomes “shopable”. The e-commerce buzzword of our time. Everything has to be quick and uncomplicated to “buy”. Ideally, without leaving the platform. On Instagram, for example, the user wonders: “Oh, she is wearing a really nice top. Where can I buy that?” or “Oh, that rug is beautiful!”. And – just like that – one click, and I can buy the item straight away and have it sent home.
For example, Instagram is currently testing this in the USA. Selected brands are trying a feature that moves the payment process straight into the app. “Instagrammers then only have to store their credit card or Paypal details once and can then order and pay for the products on offer directly from the app.” (Source: T3N) This could mean not only a revolution in shopping behavior of Instagram users, but of course also for the advertisers there, especially the so-called “influencers”. T3N presents possible scenarios for the future in a recent article – really worth reading.
For advertisers, this means paying closer attention in the future to influencer marketing and a clever crossover of branded content and a sales offer. That means not only finding the right influencer for your brand, but also creating recognition value for your own brand and cleverly pointing to the various “shopping options“.
