Instagram revealed today that carousel ads (ads that consist of four swipable images) are now clickable. For example, users can swipe a Pencils of Promise (non-profit that builds schools) ad to see more photos of their work. As the gallery ends, they can tap a “Learn More” button to be directed to the organization’s website.
Several startups had begun to offer solutions for Instagram’s long – or absent – path to purchase. Nordstrom uses Like2Buy, which directs users to a page almost identical to Nordstrom’s Instagram profile, except with pictures that link to pages where featured items are for sale. Vogue has made some of its Instagram images compatible with Liketoknow.it, which emails users that like an image with e-commerce links to similar or identical products. West Elm uses Olapic to embed user-generated Instagram photos on e-commerce pages to boost conversions.
L2 believes Instagram is the world’s most powerful platform, and 2014 Intelligence Report: Instagram found that posting a photo next to an item for sale boosts conversions by 7x. Next week, L2 is releasing 2015 Instagram study. Until then here are a few facts last year’s report, our most downloaded report to date:
– Eighty-nine percent of brands in the study had an Instagram account, but just 54% linked to it from their site.
– Videos on Instagram generated less likes than photos, but just as many comments.
Beauty brands benefited the most from Instagram, with engagement and community size far surpassing other categories.