[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.the-future-of-commerce.com\/2015\/06\/15\/instagram-ecommerce-direct-response-ads\/#BlogPosting","mainEntityOfPage":"https:\/\/www.the-future-of-commerce.com\/2015\/06\/15\/instagram-ecommerce-direct-response-ads\/","headline":"Instagram’s direct-response ads create pretty picture for retailers","name":"Instagram’s direct-response ads create pretty picture for retailers","description":"New Instagram direct response ads will by hyper-targeted. Learn the pros and cons and how retailers can cash in.","datePublished":"2015-06-15","dateModified":"2023-02-03","author":{"@type":"Person","@id":"https:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/#Person","name":"Angelica Valentine","url":"https:\/\/www.the-future-of-commerce.com\/contributor\/angelica-valentine\/","identifier":87,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/eeced5842c82623f37b7081abc6a9cbbc62150ef357bd074563e8c826d7cc1ae?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/eeced5842c82623f37b7081abc6a9cbbc62150ef357bd074563e8c826d7cc1ae?s=96&d=mm&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"The Future of Commerce","logo":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2023\/01\/logo-foc-schema-app-1.png","width":172,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/06\/selfie-.jpg","url":"https:\/\/www.the-future-of-commerce.com\/wp-content\/uploads\/2015\/06\/selfie-.jpg","height":1096,"width":2000},"url":"https:\/\/www.the-future-of-commerce.com\/2015\/06\/15\/instagram-ecommerce-direct-response-ads\/","about":[{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/","name":"Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Commerce","http:\/\/www.wikidata.org\/entity\/Q26643"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/content-marketing\/","name":"Content Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Content_marketing","http:\/\/www.wikidata.org\/entity\/Q558685"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/customer-engagement-marketing\/","name":"Customer Engagement","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Customer_engagement","http:\/\/www.wikidata.org\/entity\/Q5196451"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/e-commerce\/","name":"E-Commerce","sameAs":["https:\/\/en.wikipedia.org\/wiki\/E-commerce","http:\/\/www.wikidata.org\/entity\/Q484847"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/marketing-general\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/","name":"Marketing","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Marketing","http:\/\/www.wikidata.org\/entity\/Q39809"]},"Retail Trends, Data, News",{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/marketing\/social-media\/","name":"Social Media","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Social_media","http:\/\/www.wikidata.org\/entity\/Q202833"]},{"@type":"Thing","@id":"https:\/\/www.the-future-of-commerce.com\/commerce\/trends-commerce\/","name":"Trends","sameAs":["https:\/\/en.wikipedia.org\/wiki\/Fad","http:\/\/www.wikidata.org\/entity\/Q787045"]}],"wordCount":810,"keywords":["Commerce","Content Marketing","Customer Engagement","Customer Experience | CX","Data","Digital Commerce","Digital Marketing","E-commerce","Ecommerce Trends","Instagram","M-commerce","Marketing","Mobile","Personalization","Retail","Shopping","Social Commerce","Social Media","Touchpoints","Trends"],"articleBody":"Social media is nothing new to online fashion brands, but the arrival of Instagram direct response ads could impact revenue possibilities significantly.First, let\u2019s think about the influence that social media has on shoppers. Social platforms are places where shoppers can connect with one another. I just checked out on Amazon the other day and a message popped up, encouraging me to share my purchase on Facebook.That\u2019s a genius move for the retailer because McKinsey estimates that 20-50 percent of purchases are the result of word of mouth. While social recommendations might not be as personal as a recommendation from a close friend, they\u2019re still pretty close.So the question here is: how can retailers cash in on social media, and Instagram in particular?      Like and buy: How to strike gold with social commerce                Social platforms provide brands with a unique window to meet shoppers where they are most engaged. Find out how brands can build a profitable social commerce strategy.      Instagram direct response ads: pros and consInstagram is an interesting social platform for a few reasons. It is image-based (which makes it a perfect fit for fashion brands) and it\u2019s rather strict on where links can be placed.It gives users the opportunity to put a live link below their bios, but links within captions or comments aren\u2019t clickable. Sure, this makes spamming less likely, but it is also kind of a pain when trying to encourage viewers to become customers.Regardless, it\u2019s still an attractive app, with 300 million users who spend over 21 minutes on it each day. Earlier this month, Instagram announced that it would soon introduce \u201cdirect response\u201d ads.Not only that, but they will also have call to action buttons, such as \u201csign up,\u201d \u201clearn more,\u201d and, you guessed it, \u201cshop now.\u201d Don\u2019t forget that Instagram is owned by Facebook, meaning that it has access to a ton of demographics data.Therefore, these new Instagram ads will by hyper-targeted, using a large amount of data beyond the basic information that Instagram requires for its accounts. The only problem is the layout of Instagram. Its single feed makes it tough to have multiple ads without blatantly disrupting the user experience.On top of that, getting Instagrammers to shop can be a bit tricky.Think about it: they open the app to see pictures of their friends\u2019 lunches, cousins\u2019 vacations, and cat videos. Sure, a large number of users follow brands, but getting them to click through to buy, instead of just continuing to scroll down their feed, is quite the feat.Michele Schuh, media director at Old Navy, however, is optimistic. She told Adweek, \u201cIt’s an ideal platform to shop on as it’s so visual and fashion oriented. We’re thrilled that Instagram is now offering users the ability to click directly through to a product, creating instant gratification without any cumbersome steps.”This content is hosted by a third party ( instagram.com ).To view the content, either update your cookie preferences or view it in a new browser window.Cookie PreferencesNew WindowSchuh isn\u2019t alone because there are certainly numbers to back up her opinions about Instagram. Engagement on the platform is much higher than other social sites.While the top 25 most engaging brands on Twitter only see a 0.07 percent engagement rate per post, the top 25 on Instagram see a 3.31 percent rate — that\u2019s over 47 times more engagement! Of course, Instagram and Twitter have inherently different types of content, but it\u2019s still a positive sign for brands\u2019 success rates on Instagram.      Click into the power of UGC marketing on TikTok                User-generated content can be gold for marketing. Find out how brands can leverage the hot social media platform to engage buyers.      Instagram tips for retailersSo what\u2019s a fashion brand to do? Well for starters, now’s the time to figure out the types of images that your followers like the most.Do they want to feel like they\u2019re the first to know when you post images of new products you\u2019ve launched? What about celebrities that are wearing your styles? Even try crowd sourcing images of your followers wearing your clothes. This will make your account more relatable and engaging for your average follower.Once you\u2019ve built up your following and have a distinctive Instagram style, it\u2019s time to get to selling. Social commerce is heating up and Instagram is a big opportunity that fashion brands need to explore.Luckily fashion brands aren\u2019t the only ones that can benefit from Instagram, especially with the handful of new call to action buttons that can relate to a number of industries.  In 2023, customer loyalty dropped 13%.In 2024, it fell by 10%.Is your brand retaining \u2013 or repelling \u2013 customers? Get the data + details on how to keep consumers loyal in this REPORT. 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