“From supporting brands you love to helping your friends and family discover new products they may like, sharing products on Instagram just got easier.”
Influencer creative is on the rise YoY, and this is no exception. It’s playing into the nano influencer trend.
Avi Ben-Zvi: Influencer creative is on the rise YoY, and this is no exception. It’s playing into the nano influencer trend.
Avi Ben-Zvi: Yes, it’s just the beginning. As I mentioned, Instagram has been angling this way more and more over the years, and this is just another step towards an all-out Shopping platform. More so, users want to know where and how they can buy a lot of the items they see on Social platforms like Instagram, so it’s playing into what consumers are yearning for as well.
Instagram recently announced that effective April 18, 2022, all U.S. Instagram users with public accounts have the option to include product tags in their Feed posts (Stories are in the works). A feature previously only available to brands and creators, Instagram is giving all users freedom to “inspire those closest to them” in just a few simple steps.
Avi Ben-Zvi: This is all about Commerce. Year-over-year, Instagram has become a one-stop shop for consumers, and this will integrate more with that behavior. This is especially true if we think about the proliferation of nano influencers throughout the digital landscape, which has really taken hold the last one to two years.
Avi Ben-Zvi: This is more opportunity for smaller influencers to partner with brands; and on the flip side, more opportunity for brands to find more content creators at more cost-effective rates, with Commerce being top of mind.
Q. What do you think are the primary reasons and goals behind expanding product tagging on Instagram to all U.S. users?
But what does this new ease of sharing truly mean for brands, advertisers, and the users who will ultimately be using these product tags?
Q. What limitations or restrictions currently exist in regard to tagging products on Instagram that will make this update more impactful for some brands than others?
Crystal Duncan: Based on past rollouts, I would expect Instagram’s algorithm to potentially favor those who are using Product Tags as they are going to want to get others interested in this new feature. So from an organic standpoint, this could greatly impact Influencers/Creators and help drive more purchases from storefronts.
Q. Is this just a small part of the bigger social commerce expansion picture on Instagram, encouraging brands to adopt Instagram Shopping?
Avi Ben-Zvi: Really anyone that has a product to sell. I think the only area where it may still be tricky is Luxury, but that’s because the consumer behavior is more of a long-term purchase due to the high-ticket item.
Avi Ben-Zvi: I agree with Crystal. While we don’t know for sure, I bet there will be a favor towards content that has tags because it will probably drive more user engagement, which the algorithm craves. So I expect to see a lot more content like this—especially as the Instagram feed evolves into one that integrates Stories, Reels, and your regular feed into one.
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Q. Is there any element of ‘Influencer Scouting’ in this update, with Instagram potentially looking to see which of their everyday users have influencer potential based on engagement with their product-tagged posts?
Crystal Duncan: Because you can only tag products from brands with Instagram storefronts, this will obviously limit the availability of products Influencers can tag. This could also inspire more brands to build their storefronts on Instagram, which I’m sure is also a goal of these advancing features. Brands will also have control over who is allowed to tag their products, as well as the ability to remove tags if they see fit. This is designed to handle any malicious use of tags.
Q. What types of businesses do you anticipate will see the greatest impact from this update, and why?
In the announcement on Instagram’s blog, author Liz Kim notes:
Crystal Duncan: The beauty of Influencers these days is anyone can be an Influencer; you don’t have to have millions of followers. So what I think this really does is allow for a more seamless experience for potential customers, and attribution to the folks that are making these impactful recommendations.
Q. In what ways do you expect this will impact advertising on Instagram?
TechCrunch notes that the ability to tag a brand’s products will require that those businesses are set-up with Instagram Shopping, and that business owners will be notified when one of their products has been tagged by a user.
We sat down with Crystal Duncan, SVP of Influencer Marketing at Tinuiti, and Avi Ben-Zvi, VP of Paid Social at Tinuiti, to get their perspective on the why, how, and what we can expect next from Instagram…