You’re probably an Instagram brand and you are familiar with the thrill of being tagged in a photo. The @ symbol, whether it’s a long-standing partner in influencer marketing or a new fan of your brand, represents your social Media Marketing Strategy taking shape and new eyes engaging with your work.
This simple tag will soon get an upgrade. Tags can link directly to product pages embedded into the shopping tab. This feature was only available to Creator and Business accounts, but it will soon be available to all US customers.
This change will allow more fans to express their love for certain products and drive sales. This is a huge deal for brands who want to promote their products. It also allows fans to connect with the most beloved items.
It was no surprise that Instagram selected Kulfi beauty to be the focus of the announcement. This is because beauty brands depend on Instagram to showcase everything, from packaging to swatches to full-face looks to packaging. Ask Leslie Valdivia co-founder of Vive Cosmetics.
She says, “Our community reviews and feedback are what really drives sales. So their posts and recommendations can go a long ways.” “It will be easier for other people to find the products that their family and friends recommend online by being able to tag products.
Everyone is now an influencer
Instagram could not say when this feature would be available in other markets. But, having US users be able to link products to Instagram could still have an impact on brands, particularly in the way they interact with influencers.
“From an influencer standpoint, working directly with brands, it’s really exciting being able to link directly to a product within the app–it means that the call to action will be that much clearer,” Ashley Buchanan (Senior Director of Product, influencer marketing agency , Obviously).
Vive Cosmetics’ Que Matte Lipstick in Amor Eterno could be posted by a fan or influencer. To purchase the product, anyone who views the post needs to click on the tag.
Influencers can be a powerful marketing tool as they are able to showcase products in real-world contexts, such as clothing being worn or a beauty product being used. Customers can link directly to the product to find and purchase those products much quicker. Ashley believes it’s a win-win for influencers too because it keeps their fans on the platform and not sending them away to the app to search for the product.
Ashley adds that the move will allow more people to act as micro-influencers or influencers and direct their networks towards products.
These tags allow influencers to be linked to not only the brand but also a product that is relevant to their niche. An influencer might be a rosewater face mist ambassador, rather than being a social media ambassador for an organic skin-care brand.
Ashley states, “Being open to the idea that “everyone can influence” just means endless opportunity.”
A game changer for affiliate marketing
Another exciting possibility is that Instagram is simultaneously testing an affiliate program that uses product linking. Participants could be eligible for a kickback when customers shop using their product tags once this program is more widely available. This is a huge win for affiliate marketing, and an incentive for influencers working with brands.
This feature on Instagram will allow customers to earn rewards for sharing their love of brands and products.
“I believe that’s huge. Ashley says that being able to monetize linking products doesn’t mean you have to be part of any formalized program in order to make money. It also means that influencers are able to recommend products they like and go out of their way finding brands that appeal to them.
Leslie is also interested in affiliate opportunities, since Vive Cosmetics has an affiliate program.
Leslie states that she believes this feature will enable more customers to earn rewards for sharing brands and products they love with Instagram.
Product tagging can be a great tool!
All this is happening at a great moment, considering recent news that regular #hashtags have no impact on reach. Product tagging may have the same impact as hashtags.
Your followers may not be aware of these changes. It’s worth reaching out if you work with influencers who don’t have Creator accounts. If they do not, it might be worth encouraging product tagging or to adjust future contracts accordingly. Make sure you let your followers know that they have an easy way to support the products that they love.