Instagram is opening its product tagging feature to every user in the US, regardless if the account is a business or a creator level. Starting last week, every American user can tag products in their posts, which was originally only available to approved creators. For other countries, this feature will be available over the next few months.
Businesses will be able to see where their products are tagged and can even disable them from appearing as well.
Now, you can purchase the same look that your friends are wearing in their posts, have dinner in the same restaurant they did, and even buy the same make-up they are wearing in the photo!
Is working with smaller creators a good deal for brands?
In order to set expectations and build strategies, it is important to evaluate some data. Let’s pinpoint some:
- Last year, a study promoted by RealEyes revealed that brands that worked with creators with around 540,000 followers on TikTok received the best levels of attention when compared to influencers with 50+ million followers.
- According to the same study, video view rates at the 25% and 50% quartiles were seven to eight times more effective for micro-influencers when compared to an A-list celebrity leveraged for a recent product reveal.
As we can see, it turns out that micro influencers pose a growing power on social media. They have a great range of visibility and reliability among users, in spite of their minor number of followers and shares.
Looking from another perspective, brands can grow themselves by betting on micro influencers to enhance their awareness while reaching a new public, one that is not used to follow huge influencers’ steps.
For brands, this is definitely a great opportunity to work along with small influencers – or growing creators – taking into account the current successful panorama of this group on the internet.
How can brands benefit from this new Instagram feature?
Enabling all users to tag products in posts is one of many opportunities that Instagram provides for brands to profit from.
With this innovation, product showcases have gained an unprecedented visibility on social media. Ignoring this opportunity means losing sales.
According to an Instagram statement, “people come to Instagram to share and discover trends and inspiration. Product tagging will make it possible for anyone to support their favorite small businesses”.
Do you know what this means? Instagram is making every single user become a digital influencer, regardless of the number of followers, likes, and shares.
This can provide a free boost for brands in the app, while also building upon Instagram’s eCommerce focus, by instigating consumer behaviors.
To encourage users to create the habit of tagging products, brands can intensify two practices:
- Interacting with users’ posts that have promoted a product or brand, by commenting a personalized gratitude.
- Holding sweepstakes and giving gifts to those who helped a brand to gain more views of their products.
From this new IG novelty, we can foresee great opportunities not only for small influencers who want to expand their scope, but also for brands.
For a user, he or she can gain something from brands by promoting their products for free; increase the level of engagement on profiles; share his or her preferences, such as lifestyles and brands they support.
For brands, some gains are: reaching a larger audience for free, increasing the potential of ecommerce through the app, profiting more, meeting a local audience (which does not usually follow big influencers), and taking advantage of a micro entrepreneurs’ niche, which is growing at a quick pace, not only on Instagram, but also on others social networks.
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