Have you ever been looking at an Instagram advertisement and wish you could be directed straight to the featured products? Well if you said yes I have some brilliant news for you. Instagram has introduced “collection” advertisements. These advertisements allow brands to give consumers direct purchasing to their products without leaving the Instagram application.
This technology was first tested with consumers on Facebook. Facebook owns Instagram, so it was only natural that Facebooks younger “sibling” Instagram take this step into the universe of “collection” advertisements.
Instagram is known to be mainly targeted at the Millenial demographic. That being said, Instagram is also quite known to propose many advertising opportunities for consumers. The new “collection advert format allows consumers to stay in the app while shopping. When a consumer clicks on an advert they can easily “swipe-up” on the advert to reveal a collection of 50 more items, usually featured in the ad.
This technology on Instagram is most popularly used currently by fashion and beauty brands. The two most notable brands using the “collection” ad format are Revolve and Birchbox. Both of these brands have used social media as their main form of advertising their brands and products so it was only natural that they both branch into the “collection” advert trend.
Sheryl Sandberg, the COO of Facebook said that: “About two-thirds of the visits to Instagram business profiles are from people who don’t yet follow them. This is how many businesses are finding new customers.”. This data provides the perfect rationale as to why “collection” adverts could be the way of the future for brands on both Instagram and Facebook.
Overall, I think that “collection” ads are a genius way to allow consumers to purchase their more niche products or rather indulgent ones with the click of a few buttons while staying in the Instagram app. In my opinion, this is an excellent step for brands that market mainly through social media platforms in that I think it will increase sales.
Tell me what your thoughts are in the comment section below!