When it comes to brands using social media for marketing efforts, Facebook and Twitter seem to reign supreme. However, a new product from the leading visual marketing platform Curalate called Like2Buy is upping Instagram’s game, turning all those comments and likes into actual purchases.
According to Curalate, customers interact with companies 58 times more on Instagram than they do on Facebook and 120 times more than on Twitter. The question has been how can a brand capitalize on all that interaction?
The problem is that Instagram doesn’t allow links on individual posts. That means, while embedded links on Facebook and Twitter can send customers to a site where they can purchase items in the featured photo, companies have no such luck on Instagram. The 15,000+ likes on a pair of colorful heels from Nordstrom in late August were a total waste from a marketing standpoint, leaving potential customers to scour the internet on their own if they wanted to buy the shoes.
“It’s been a customer pain point,” says Nordstrom’s Social Media Director Bryan Galipeau. “When we would post these images, pretty much every time we’d get questions like: ‘Is this still available? What size? What does it cost?’” It became a waste of resources to respond to individual comments, providing prices and item numbers. The clunky user interaction simply hasn’t been good enough.
Consumers have been calling for the ability to shop via Instagram pretty much since its launch three years ago, and the time has finally come. Nordstrom – and other companies, notably Target and Charlotte Russe – are taking matters into their own hands with the help of Like2Buy. This product from Curalate lets Instagram users easily buy the products they see in pictures posted by participating companies.
Picture this: a customer sees the perfect color of nail polish posted by Target in their Instagram feed. Like2Buy lets the customer see an elegant grid of all the items currently for sale from the retailer’s feed simply by tapping the link above the brand’s profile page. One more tap on the nail polish picture sends the customer to a secure mobile shopping site to make the purchase. Like2Buy also saves likes from retailers in a wish list for easy access later.
Stack ’em. Style ’em. #OnlyatTarget Magenta@beatsbydre Colr Mixrs. Good news! You can now shop our Instagram: http://tgt.biz/ShopTarget (link available in profile).
It’s about time for brands to see some real return on investment for creating Instagram accounts and seeking followers. It’s just one more step in the direction of social media personalization. Do you plan to use Like2Buy to purchase items through Instagram?