Facebook and Instagram’s growth as small business content and marketing tools have seen a huge shift in user behaviour, from scrolling lifestyle and food images to a legitimate shopping destination.
Speaking on The Mentor with Mark Bouris podcast, Facebook’s Australian marketing manager Alexandra Sloane says the implementation of shoppable tags on Instagram was part of a natural user evolution.
“We’ve had really organic behaviour for a long time where people have worn clothing or brands have put up lifestyle images that people want to shop, and we’ve even had people walk into say Country Road, saying ‘how can we buy this?’,” Alexandra said.
“And small businesses were directing their followers to go to a specific link and direct their followers there, so now it’s easier for customers and followers to purchase the items from an Instagram post.”
How do the stoppable tags work?
“It takes you to the page on the website for that item on the vendor’s page. Instagram doesn’t make it - it just links you back and then you can look at size, price, availability and order,” Mark Bouris said.
“It’s just dropping down the steps to make it easier for small businesses to make the sale,” Alexandra added.