“More and more brands are utilizing the social media platform Instagram to get in front of their customers.”
We all know the saying: April showers bring May flowers. Well, as we prepare for the May flowers to blossom, we realize that it rains innovation every month (not just April) in the e-commerce industry. As customer expectations change as quickly as the weather does, retailers must continue to find new ways to adapt and meet the fluctuating desires of customers, and one way they are doing so is by leveraging the power of Artificial Intelligence (AI).
One of the latest ways that retailers are engaging with customers? Instagram. More and more brands are utilizing the social media platform to get in front of their customers and promote their products – often through influencer marketing campaigns with celebrities and lifestyle accounts. Top retailers recognize the amount of attention younger folks are giving Instagram throughout their daily lives and are quickly looking to capitalize on it. Though shoppers don’t typically make purchases in the app itself, the platform is quickly becoming a sort of new-age, digital catalogue for retailers – where users are constantly exposed to the latest shopping crazes, fashion trends and more.
In fact, a Chicago-based jewelry designer recently conducted a study looking at how Instagram is influencing style purchases, finding that the popular app is having a significant impact in e-commerce. Among the 2,000 Instagram users surveyed:
- 72 percent have purchased a product they saw on the app
- 81 percent use the app often/very often
- 48 percent check Instagram multiple times per day
This kind of focused attention on social media presents a unique opportunity for retailers to extend their brand presence and the customer experience to new territory, which is rapidly developing into an integral part of the shopper lifecycle.
Not long ago, shoppers flipped through catalogs or magazine ads to get a sense of the latest styles and trends. Now social media is filling that role, but there’s a major difference – it’s interactive. And that means that retailers need to be attentive to social media throughout the shopper lifecycle. It’s more than just a means of influencing buying decisions and is a touchpoint that should be leveraged both pre-and post-purchase.
Social platforms are not going anywhere anytime soon. To put things in perspective, nearly 37 percent of the world’s population already uses social media, and that number is only going to grow.