Instagram following the trails of WhatsApp by adding the In-App purchases.
Facebook owned apps are starting to roll out the payment features for its users slowly, the payment features were introduced in FB’s MESSENGER and WhatsApp earlier, and it is the turn for Instagram now, so the Photo app users can now shop from within the app. Now the US and UK users can enjoy this feature, and it is reported that it will be available soon globally.
It looks to me in competition with the Snapcash feature from Snapchat, Facebook quickly rolled out the payments feature for the Instagram, the users can store payment info of their Debit and Credit card to directly make purchases within the app. As, it is in the testing phase, the features were restricted to some users and partners before releasing it globally.
A new set of features were added up its sleeves,
- New Camera Effects platform
- Group video calling feature, which will be rolled out soon.
- Taken measures to protect users from Undesired Content.
- Users can now post insta-stories from other apps, like Spotify and GoPro.
Is there anything good for the Direct Marketers out of it, yes, the payments feature will prove to be good for the retailers as they can make shoppable posts now. As, part of the testing phase, some of the selected brands such as, KateSpade – Newyork, Lulu’s, Warby Parker were few to add product information and links for their posts, and also the feature is available for couple of apparel, jewellery and beauty brands.
Instagram have reported that, the promos will only include a single photo, and marketers cannot utilize video or the multi-photo carousel for the shoppable posts. Marketers who have already have their product catalogues in FB can easily plug them in to Insta-Shopping. Also, there is a self-serve tool that puts an item up for sale by simply tagging a product in a photo.
In one of the Instagram blog posts, the company said, they are powering the business to create and tag a post with products from IOS devices. Once the product catalogue is connected to their business account, tagging becomes simple as tagging a person in a post.
So, that means the merchants will have analytics info rolled out soon as well, like how many tapped to see more product details or clicked on shop now buttons. By knowing more about their audience, by knowing which post is performing well, businesses can create more relevancy in content to cater their audience.