Social commerce is the future.
Instagram is to let influencers use the app to tag and sell products directly from posts; a move the image-sharing network claims will enrich the shopping experience for all users.
The new tool will be initially tested on a number of celebrity influencers including Kim Kardashian West, Kylie Jenner and Gigi Hadid.
Nars and Michael Kors are among the first brands to experiment with the new format.
Until now, only Instagram pages owned by brands have been able to link out to specific products using ‘shoppable’ posts. Now, advertisers will be able to enlist high-profile creators to sell to Instagram’s someone billion users on their behalf.
The new feature now opens up the floor to celebrities with their own brands – like Jenner and Kardashian West – to link out to their products.
“Creators are a cornerstone of the interest community on Instagram and people love getting that spark of inspiration when they learn about a new skin care routine or see their favourite musician in that perfect denim jacket," Instagram wrote in a blog post, offering some insight into the feature.
“And, unlike seeing the jacket on a rack, when they see it on someone they look up to – or someone who looks like them – suddenly it's relatable and even attainable.”
Main image by @sabinasocol
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