{"id":5700,"date":"2019-09-09T12:31:39","date_gmt":"2019-09-09T07:01:39","guid":{"rendered":"https:\/\/www.vue.ai\/blog\/?p=5700"},"modified":"2023-10-19T16:28:03","modified_gmt":"2023-10-19T10:58:03","slug":"where-trends-are-born-instagram","status":"publish","type":"post","link":"https:\/\/www.vue.ai\/blog\/retail-trends\/where-trends-are-born-instagram\/","title":{"rendered":"Where Trends Are Born: Instagram As A Sales Platform"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_65 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<p class=\"ez-toc-title\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-69f8a3927c6e2\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-69f8a3927c6e2\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/where-trends-are-born-instagram\/#staying-relevant-on-instagram-and-pinterest\" title=\"Staying Relevant On Instagram And Pinterest\">Staying Relevant On Instagram And Pinterest<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/where-trends-are-born-instagram\/#selling-on-and-through-instagram\" title=\"Selling On, And Through Instagram\">Selling On, And Through Instagram<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/where-trends-are-born-instagram\/#measuring-sales-success-on-social-media\" title=\"Measuring Sales Success On Social Media\">Measuring Sales Success On Social Media<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.vue.ai\/blog\/retail-trends\/where-trends-are-born-instagram\/#the-future-of-social-media-shopping\" title=\"The Future Of Social Media Shopping\">The Future Of Social Media Shopping<\/a><\/li><\/ul><\/nav><\/div>\n<span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><p><span style=\"font-weight: 400;\">\u00a0In June 2018, Instagram hit 1 billion active users, and counting. To put that in perspective, roughly 15% of the earths\u2019 6.5 billion people are on instagram right now. It&#8217;s easy to forget that the popular platform is less than a decade old.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unlike Facebook (which now owns Instagram\u2019s parent company), which thrives on sharing, Instagram has always been about influential content. If one has a good product and can showcase it well as a photo, their chances of being discovered are massively high.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">On that note, we have one more unlikely contender when it comes to marketing platforms, and that is Pinterest. On Pinterest, trends are quite literally born every single day. What Pinterest lets content creators do is it allows them to publish content on their own blog (unlike other social media platforms that \u2018own\u2019 the content published on them), and then Pin it to relevant boards on Pinterest for better discovery. Moreover, with changes made to the algorithm in 2018, Pinterest can now intuitively show products based on every user\u2019s pinning and searching history.<\/span><\/p>\n<figure id=\"attachment_5703\" aria-describedby=\"caption-attachment-5703\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5703\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Untitled-design-2019-03-19T170936.598-1-173x300.png\" alt=\"\" width=\"750\" height=\"1298\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Untitled-design-2019-03-19T170936.598-1-173x300.png 173w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Untitled-design-2019-03-19T170936.598-1.png 441w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5703\" class=\"wp-caption-text\">Source: Later<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">In other words, if you search most often for a certain kind of apparel, you are likely to see more options of a similar kind on Pinterest or Instagram&#8217;s search page.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Why is this important for retailers? Because crowdsourced trends are finally getting the visibility they deserve! From being the sole domain of designers, fashion has now been democratized. It is not uncommon for people to discover a new clothing trend on one of these platforms and then scout for ways to buy it. Brands that seamlessly connect the social platform and the sales channel have a very high chance of converting customers almost immediately.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"staying-relevant-on-instagram-and-pinterest\"><\/span><b>Staying Relevant On Instagram And Pinterest<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">For many brands lured by the appeal of this level of exposure, the first challenge is often to know just what to say. On Instagram, almost no one is expected to interact with a brand. In part, this can be attributed to the rise of the Instagram Influencer. For an influencer, the biggest dealmaker is authenticity. And authenticity and the brand narrative are rarely ever the same in a customer\u2019s mind.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead, not so surprisingly, brands that succeed on Instagram are those that manage to get cheeky, use memes or converse in a language that their millennial audience understands. If that seems like the domain of smaller labels, look no further than Gucci. ASMR videos are all the rage on Instagram right now.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What\u2019s better than simply showcasing their new sneaker line? Creating an ASMR video of the sneaker stomping through some very therapeutic-looking balls, of course.<\/span><\/p>\n<figure id=\"attachment_5704\" aria-describedby=\"caption-attachment-5704\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5704\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.43.00-PM-300x220.png\" alt=\"\" width=\"750\" height=\"551\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.43.00-PM-300x220.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.43.00-PM-768x564.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.43.00-PM.png 810w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5704\" class=\"wp-caption-text\">Source: Instagram<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">The thing that sets Gucci\u2019s Instagram presence apart is that it does not quite forget its high-fashion roots. It just goes on, instead, to boldly redefine what high-fashion means in the context of today\u2019s buyers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the accessories department, we cannot help but love Tiffany&amp;Co\u2019s Instagram account @Tiffanyandco . For one, it is all about, and only about the jewelry. This has always been Tiffany\u2019s USP. It is always about the product.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another brand worth mentioning here is @Glossier. Founded in 2010, it has acquired cult status almost overnight. With over 2.3 million followers, it gives other beauty brands a run for their money. As a Direct To Consumer label, Glossier is all about crowdsourced content and their Instagram page is a buzzing beehive of fan activity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Speaking of Pinterest, visuals speak louder than words here. It is all about using the right tags and making the most of Pinterest\u2019s visual search (<a href=\"https:\/\/www.vue.ai\/products\/ai-powered-personalized-search\/\">personalized search<\/a>) <\/span><span style=\"font-weight: 400;\">feature. Brands on Pinterest experience very high conversion rates with very little investment because the nature of the platform encourages repeat purchases.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"selling-on-and-through-instagram\"><\/span><b>Selling On, And Through Instagram<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The biggest breakthrough on Instagram as a sales platform has come in the form of the Instagram Shop. Earlier, only content creators with at least 10,000 features could add a link, and even then only to their stories. Today, anyone with a business account can upload images, tag products and link them back to their web store.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is significant because many buyers on Instagram are already exploring products with the intent to purchase and all they need is a little extra push. Also, Instagram has succeeded where Facebook failed. On Facebook, there is too much noise for products alone to stand out but by being a visual only, non-sharing based platform, Instagram almost eliminates that noise.<\/span><\/p>\n<figure id=\"attachment_5706\" aria-describedby=\"caption-attachment-5706\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5706\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/ShopGrid_050819-1-200x300.jpg\" alt=\"\" width=\"750\" height=\"1125\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/ShopGrid_050819-1-200x300.jpg 200w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/ShopGrid_050819-1.jpg 500w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5706\" class=\"wp-caption-text\">Source: BOF<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Significantly, over 80% of Instagram\u2019s active users already follow a business account. It only takes a gentle nudge like the Instagram shop to convert them. Currently, the feature is available in the US, UK and a few other countries and is set to roll out to the others very soon.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As for showcasing products on an Instagram shop, it is all in the aesthetics. The more creative the shoppable post, the better the chances are of conversion. Nordstrom\u2019s Instagram shop is a great example of what is possible when brands invest time in their creatives. Several of their products are showcased in action, which instantly becomes an aspirational goal for buyers, and this leads to more conversions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other brands like Madewell know that the most powerful sales avenue is word of mouth conversion. They take pictures shared by their customers and tag them as shoppable posts instead. A buyer subconsciously knows that this product comes peer-approved already, and is thus even more likely to buy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">No section on Instagram selling would be complete without discussing the subtleties of where Pinterest failed and Instagram succeeded when it comes to conversions. Much like sponsored ads on other platforms, Pinterest tried to monetize the platform by trying to insert sponsored posts within the actual feed. Because of its inherent features that space out the posts (as opposed to ordering them one after the other), it led to tons of usability issues and the Platform eventually rolled back the feature.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meanwhile, Instagram was working to better its shopping capabilities. At a time when people didn\u2019t really need to be led to a sales channel to buy, why not turn social media itself into the sales channel? In that sense, there\u2019s an opportunity that Pinterest lost, simply because it was focusing on replicating another platform\u2019s successful model.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That said, many people still use Pinterest for discovery, even if they then move to other platforms for the actual sale. How the platform and its sellers work together to bridge this gap is yet to be seen.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"measuring-sales-success-on-social-media\"><\/span><b>Measuring Sales Success On Social Media<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As retailers expand and experiment with more and more channels, one aspect that still isn\u2019t fully addressed is the reporting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What we need now is a powerful tool that can study sales trends across all of these platforms, collate this data with marketing spend and help retailers identify the best channel for their specific use case.\u00a0<\/span><\/p>\n<figure id=\"attachment_5707\" aria-describedby=\"caption-attachment-5707\" style=\"width: 750px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5707\" src=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.51.17-PM-300x164.png\" alt=\"\" width=\"750\" height=\"411\" srcset=\"https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.51.17-PM-300x164.png 300w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.51.17-PM-768x420.png 768w, https:\/\/www.vue.ai\/blog\/wp-content\/uploads\/2019\/09\/Screenshot-2019-09-09-at-5.51.17-PM.png 1021w\" sizes=\"(max-width: 750px) 100vw, 750px\" \/><figcaption id=\"caption-attachment-5707\" class=\"wp-caption-text\">Source: Influencer Marketing<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">As for Instagram specifically, having a business account is mandatory to have an Instagram shop and the platform\u2019s own analytics help to a good extent. Not only can retailers see which products receive the most views and conversions, they can also evaluate the tags that are working best for them. The platform also offers huge scope for experimenting with content because people on Instagram expect to see something new and offbeat, and to discover something they didn\u2019t know before.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"the-future-of-social-media-shopping\"><\/span><b>The Future Of Social Media Shopping<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Instagram is now the hottest online shopping destination. Pinterest, <\/span><a href=\"https:\/\/newsroom.pinterest.com\/en\/post\/catalogs-shopping\"><span style=\"font-weight: 400;\">earlier this year<\/span><\/a><span style=\"font-weight: 400;\">, launched a shopping feature which is not as evident but does the job well.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">What does this mean for traditional sales platforms? If the past is anything to go by, such concerns were also raised about online shopping and how it would destroy offline stores. However, what we\u2019re discovering is that as new channels come into the mix, they simply begin catering to a more heterogeneous audience mix.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, a Gen Xer might still continue to buy from the marketplaces and stores they are used to. A millennial or a Gen Zer is more likely to head to Instagram instead. What these channels achieve, then, is diversity in their buyer mix which can ultimately only lead to more sales.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\">6<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span> \u00a0In June 2018, Instagram hit 1 billion active users, and counting. To put that in perspective, roughly 15% of the earths\u2019 6.5 billion people are on instagram right now. It&#8217;s easy to forget that the popular platform is less than a decade old. Unlike Facebook (which now owns Instagram\u2019s parent company), which thrives on sharing,  &#8230;<\/p>\n","protected":false},"author":23,"featured_media":5712,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1523,1161],"tags":[106,258,382,383,100],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Where Trends Are Born: Instagram As A Sales Platform | Vue.ai Blog<\/title>\n<meta name=\"description\" content=\"With roughly 15% of the earths\u2019 population i,e., 6.5 billion people (massively popular), it is easy to forget that the platform is less than a decade old.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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