Nike’s chief executive announced last week that the brand will directly sell products on Instagram. The move aims to help Nike build brand awareness with younger shoppers, following in the footsteps of multiple Beauty brands that have launched successful social commerce strategies.
In the rat race to attract brands and advertisers, the key behemoths in social media are all rushing to enhance their capabilities. Recently Facebook, Instagram, Twitter and late entry Snapchat have all added features to improve (and demonstrate) the ROI of advertising dollars. One of Instagram’s key enhancements is integrating commerce into the platform with shoppable looks — straight from parent company Facebook’s playbook.
A wide majority of beauty and apparel brands have successfully leveraged sponsored posts and influencers to drive conversions, and some have gone beyond those traditional means to experiment with other methods of Instagram commerce. For example, Glossier introduced a feature that let users tap on posts to view product and pricing information; pressing the product information button took them to a dedicated landing page where they could shop without leaving the app. With enhanced commerce capabilities, Nike could do the same, directing users directly to product pages and driving increased conversions. That would be a huge win not only for the athletic brand, but also for Instagram, offering a satisfying return on its substantial commerce investment.
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