Influence of Social Commerce Features on Pinterest and Instagram

Both Instagram and Pinterest have announced regarding their advancements in social commerce. The advancement in social commerce allows users on Instagram and Pinterest to buy straight from the platform. Following is the brief discussion about the same:

Instagram Updates:

Instagram announced in their update that they are planning to change their advertising API. The update includes the addition of new buttons that link users to URL of the sponsor’s choice. Instagram has updated their platform with four new buttons, they are- Shop Now, Install Now, Sign Up, and Learn More. When users click on these buttons, it will open a mini-browser within Instagram, and closing the browser will go back to the picture where user came from. However, the linking facility has only been available in the US and in Canada.

How Can Brands Get Help From These Buttons?

These direct call-to-action button means there are more ways to attract customers through the same platform. What brands need to take care is to make sure that their ads always get a native look to this platform. Instagram itself has its own way to make this a focus.

Pinterest Updates:

Pinterest also announced in an update that would introduce new Buyable Pins to their iOS app, and they did that. This means that pinners are now able to shop directly within the platform on their iPhone devices. This new feature rolls out with select pin section including a Buy It option. With Buy It option, users have the ability to select quantities, colors, and sizes of the pinned item to purchase.

How Can Brands Get Help from This Update?

Pinterest has always been a conversion-heavy platform and with this update, the brands would receive more conversions. For the brands, Pinterest is considered the best driver of social commerce. In a recent survey, it has been revealed that 93% of the active users use Pinterest to plan purchases and 87% users buy something before because of Pinterest. With this update, it is clear that Pinterest is going to work with brands to bring useful contents to its users.