Instagram lets influencers sell products
Instagram is testing a new feature that will allow influencers to tag and sell products within the app.
The platform is working with a number of celebrity influencers in the trial period, including Kim Kardashian West, Kylie Jenner and Gigi Hadid. Nars and Michael Kors are among the first brands to experiment with the new format.
Previously, only Instagram pages owned by the brands have been allowed to create shoppable links. Now the reach that these brands have is extended via the high profile creators to sell to Instagram’s some 1 billion users on their behalf.
In a blog post, Instagram said: “Creators are a cornerstone of the interest community on Instagram and people love getting that spark of inspiration when they learn about a new skincare routine or see their favourite musician in that perfect denim jacket. And, unlike seeing the jacket on a rack, when they see it on someone they look up to – or someone who looks like them – suddenly it’s relatable and even attainable.”
When it comes to measuring sales, both creators and brands will receive “shared insights” from Instagram.
Shopping through the Facebook-owned app has slowly trickled in with the Instagram Shopping feature launched last year, followed by Stories Shopping and, only last month, the ability to checkout within the walls of the app.
The has resulted in a bigger advertising spend going to Instagram from fashion and beauty brands in particular.
It’s worth watching this space as it may open up the doors to micro influencers selling goods through curated feeds. As peer-to-peer recommendations reign supreme, we could see a near future where you buy things directly from your (trusted) friends’ feeds.