As of next week, Instagram will be doing a test run with 20 U.S. retailers, that will enable viewers to shop on instagram. From what I see, this test run will only apply to iOS users in the Continental United States. But I think that you know as well as I do, that this will be an international happening open to all retailers, in just a matter of time.
This is how it’s supposed to go down: Normally, when you see a picture of an item you fall in love with, its easy to practice some self control merely by not being able to hunt down the item that moment. Well, say goodbye to this self control. Now, viewers will be able to expand the picture, see item details such as fabric content, size and price. Some retailers will be allowed to include a ‘shop now’ button on the description which will take the viewer directly to the purchase point. Viola! Instant, Instagram gratification!
In my opinion, this will again change the way that social media is used as we know it. Influencers will have more influence (we all know how gorgeous that glamazon 20-something looks in a sweater that makes most of us look like grannies. Now we can buy it while still on the photo high). Promo code purchases will escalate and our savings will gradually…dwindle. I equate this move to being able to purchase direct while reading Vogue magazine (the actual paper one). Dangerous, dangerous, dangerous… And a potential goldmine for those precious few select retailers and those they employ to market them.
The upside? Shopping with your friends 😉
Who knows? Maybe it will find itself in the same situation as Facebook marketing. More annoying to its users than beneficial. I guess we’ll soon see!
What do you think about this little marketing test?