Instagram has done it again! After launching its Stories Shopping feature to a select number of e-commerce brands, the millennial favored platform has announced that its expanding its newest feature to the world.

How it works
The feature lives on the Explore tab and is identified by a Shopping Bag icon.

(Step 1) When an Insta scroller sees a sticker with the Shopping Bag icon, the user is encouraged to ‘tap’ on the icon to learn more about the productt.

(Step 2) After tapping, the user is taken to a pop-up page where information such as the price, additional pictures and other products offered by the brand all appear.

(Step 3) Also available on the pop- up page is a link to take the user directly to the brands website where they can – whalla – purchase!


It really is as easy as 1, 2, 3.


Why This is a WIN for Brands
With over 400M active users on Instagram – it’s safe to say that if your brand isn’t already marketing here – it needs to be asap.

A survey in BR, ID, UK and the US found that on average more than 1 in 3 self-reported daily active Instagram users reported that they have become more interested in a brand / product after seeing it on Instagram stories (1).

The survey went on to say that ‘Instagrammers often watch stories to stay in the-know with brands they’re interested in, get an insider view of products they like, and find out about new products that are relevant to them (2).

Instagram’s Creative Shop Global Lead, Kay Hsu, explains that ‘stories open a new world to marketers because they come with a new set of creative tools’ (3). And this new shopping feature, takes it stories to the next level.

For brands and marketers alike, this is a super exciting time as it initiates new opportunities to drive both reach and sales. It will be interesting to see how the platform continues to evolve as more e-commerce brands begin to utilize the feature…. Maybe live shopping streams? Influencer activated shopping pages? Only time will tell, but for Instagram – it looks like the sky is the limit!

1. How can marketers create compelling Instagram Stories ads?
2. Instagram’s new shopping bag icon adds e-commerce element to advertisers’ Stories
3. How can marketers create compelling Instagram Stories ads?

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