Instagram, the New Amazon? | Omnishopper
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Omnishopper / Commerce  / Instagram, the New Amazon?
Instagram Commerce
22/06/2019
In Commerce, Online, Social

Instagram, the New Amazon?

Social networks like Instagram and Snapchat have become an integral part of customers’ lives. For this reason, marketers have always considered social media as a useful touchpoint where to do “bread & butter marketing.” However, social media is transforming, and it has the potential to adopt an entirely new role in the marketing funnel.

 

Before jumping to conclusions., it is vital to consider data that marketers are using as an indicator of change in the platform. The majority of customers (42%) uses social media to research products before engaging in the purchase. In this selection process, according to 21% of the respondents to a GlobalWebIndex survey, customers look at likes to gauge a product’s quality and value.

Brands go where consumer attention goes. Today, that attention is online. And when people get online, the single largest share of their time goes to social channels.

Social media has the power to influence purchase decisions, and it comes early in the mind-funnel in customer’ journeys. As Andrew Lipsman, principal analyst at eMarketer, said:  “This is where shoppers make the important transition from product awareness to the affinity that ultimately fosters an intent to purchase. It’s a phase of the journey where brick-and-mortar retail has excelled, and online has struggled. Social media platforms are attempting to step in and fill that void.”

 

This process is now expanding. If Instagram was a great way to improve product image, now it can also serve the function of eCommerce. With the introduction of Instagram Checkout, social media users are now able to purchase what they see in photos and Instagram stories. 11% of them admits to being motivated by the presence of a buy button to purchase.

 

As a result, also according to Duke University’s Fuqua School of Business, 60% of brands on social media use the platforms to acquire new customers and not just to improve brand reputation. This is a notable increase from 2018 when only 32.6% considered social media as a place to close the customer journey.

 

Social media has the potential to touch every point in the customer journey. Time is allowing platforms like Instagram not only to be window shops where market and promote but a true eCommerce with high sales potential.

Are you looking for more detailed suggestion to be stay relevant in an ever-changing landscape? Get in contact with our Team.

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