May 1, 2019Published by: Meg Edwards

Making money moves: Instagram Shoppable for influencers

It’s the news that Instagram influencers have been waiting for since shoppable posts were launched for brands last year – they’re now available for individuals too!

In an announcement made yesterday evening at Facebook’s F8 developer conference, the company revealed that influencers and content creators will, from next week, be able to tag product items to sell directly to people who view their Stories and posts.

In its current form, Instagram Shoppable only works for items that are tagged from businesses that are part of the new checkout beta program that Instagram is running in the United States.

Following this latest announcement, however, we’ll soon see the likes of Gigi Hadid, Kim Kardashian West, Kris Jenner, Kylie Jenner and Leesa Angelique testing the new feature on their channels. Participating retailers include Adidas, Burberry and Nike, as well as beauty brands MAC Cosmetics, Kylie Cosmetics and Huda Beauty.


What does this mean for brands?

The key benefit of this update is the opportunity for even more visibility. Influencer marketing is big business and increasingly a vital component of a brand’s marketing strategy. There are one billion Instagram users that could be turned into potential customers. The new feature means users can easily come across and purchase products from brands they may not follow, simply because they’re recommended by their favourite influencers.


Will influencers be seeing dollar signs?

The rollout of Instagram Shoppable to individuals is the latest move by Facebook to maximise the commercial potential of Instagram.

Facebook has confirmed that "at this time" creators won't take a cut of any purchases made by users clicking and buying products in the link posts, but that's not to say it won't be introduced at a later time.

Regardless, the wider rollout of Instagram Shoppable won't stop brands partnering with influencers and paying them to tag their products as part of a wider influencer marketing campaign. With this in mind, we expect to see brands jumping at this opportunity.

We’re keeping our eyes peeled for the feature to be rolled out wider and land in the UK in the not-too-distant future.

Still new to Instagram Shoppable? Read our top tips on how to get started.

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