Instagram has expanded its Shoppable Tags to Stories. The money-making feature initially began testing in 2016, and has since expanded into regular posts. Now, given the success of Stories, Instagram will allow brands to monetize content shared there.
Brands enrolled in Instagram’s shopping service will be able to add a clickable shopping bag icon, which will transport users to options on how to by the item in question.
In a press release, Instagram writes:
“Shoppers on Instagram are savvy. They visit Instagram looking for the latest trends and styles. With 300 million using Instagram Stories everyday, people are increasingly finding new products from brands they love.”
Influence platform Activate’s CEO, Kamiu Lee, told Adweek:
“Stories are so impactful as a content format for a variety of reasons due to the in-the-moment, ephemeral feel of the content from a consumer’s perspective. This format created urgency and exclusivity for would-be shoppers—a key tactic for brands and retailers alike to increase conversion.”
The introduction of Shoppable Tags in Instagram Stories follows Snapchat’s recent launch of Shoppable Snap Ads and ads in the Story section.