How Big Is The Layout Of The Social Media Platform INS? Here Is The Answer.

A recent Instagram survey found that nearly 70% of its 1 billion users will interact with celebrities and net red on the platform, whether it is the latest Chiara Ferragni's latest dress today or the new lip color of Kylie Jenne.

Now, the platform hopes that they will also be able to consume what the stars are wearing.

Since May 9th, about 50 Internet red designers, media designers and media organizations including Ferragni, Jenner and Aimee Song, as well as Vogue and Hypebeast, will have access to the Instagram Checkout checkout channel.

This is a new feature launched by Instagram last month, which allows users to buy products labeled in Stories and post without leaving the platform.

They will join hands with 23 brands, including Nike and Oscar de la Renta, to pre approve which net can be implanted into product purchase links.

Checkout marks the beginning of the new shopping season on Instagram.

Although Instagram has occupied a huge share of the online advertising market, it has not started until recently.

If the plan is successfully implemented, Deutsche Bank predicts that Checkout will bring $10 billion in revenue to Facebook in 2021.

Shopping on the Instagram will not only have a significant impact on the platform itself, but also affect the brand and the net.

For Instagram's parent company Facebook, platform commercialization is becoming an increasingly important focus, and Facebook is facing competition from Amazon (Amazon) in advertising revenue.

The two companies have a mirrored business model: Amazon provides a large number of goods to be sold to attract audiences who can be positioned through advertising, while Facebook and Instagram expand by attracting the audience who can accept the electricity supplier.

Google (Google) is related to the two. It launched the shopping function last year.

Instagram said Checkout will continue to develop, though it was limited to the US region and the 23 signing brands when it was first launched last month.

In addition, the use of the product has been extended to the net red account, which fully demonstrates the ambition of Instagram to become a social commerce platform.

"Instagram has such a world: a lot of shopping behavior is generated by people, and the brand itself is not so important."

Instagram product leader Vishal Shah said.

Although it is reported that an independent Instagarm shopping app is being developed, he said the company is currently focusing on simplifying the shopping process in existing applications.

Mark Zuckerberg, chief executive of Facebook (Mark Zuckerberg) announced the next plan for Checkout at the F8 Developers Conference.

After a series of leadership changes in Instagram last year, Shah was promoted to be the product leader in December.

The co founders Kevin Systrom and Mike Krieger abruptly left in September, and some reports said they were saddened by the fact that Facebook plans to turn Instagram into a more commercial platform.

But Instagram's shopping ambitions have sprouted for a long time.

At the end of 2016, Instagram launched the shopping tags function for the first time, allowing users to view the price and details of the product, and click Finish to purchase.

However, the application will divert users to the website of the brand, and the payment process is usually very cumbersome.

This function is applicable to qualifying brands with commercial accounts, and now more than 130 million people interact with them each month.

With Checkout, sales are done directly on Instagram, and the platform can extract profits from it every time.

The brand is responsible for the realization of the merchandise, and from next week, the authorized net red will add the shopping label to their photos and snapshots.

So far, net red will not be sold from sales.

"This is just the first step in our ongoing commitment to shopping, or a development node," says Eva Chen, Instagram's fashion partner.

Checkout is good or bad for brand and net red.

They will invite a strong third party to get involved in their sales and get valuable data with Instagram, not the seller, such as the customer's credit card number and personal information.

Users can decide whether to share their e-mail addresses with sellers.

If brands rely on Instagram for sale, they may find themselves at risk of disintermediation, or out of touch with consumers, said Michael Joconi, co-founder of Button.

Button is a company that embeds business functions into various applications.

"This is an exciting period. We have absolutely no access to the official website of a brand," Negin Mirsalehi said. He was the first net to use Checkout.

"I wonder how the brand will enrich the shopping experience of consumers in Instagram."

Camila Coelho wears Michael Kors wrist watches purchased on Instagram.

Jaconi compares this to a publisher's reliance on Facebook drainage, which is so severe that when the algorithm changes on the platform, the operation of the company's capital will be severely compromised.

When the market launched competitive products at a lower price, many brands witnessed the evaporation of sales on Amazon.

Instagram may aspire to become the backbone of e-commerce, but at present, it plans to use Checkout to support its advertising business.

In addition to seeing the number of people who can check advertisements and sponsor points, Michael Kors or Zara will now know how many of these audiences will buy goods.

"Advertising is still our main business and I think it will last for a while," Shah said.

He added that Checkout's restrictions on the user's ability to purchase only one item at a time are designed to enable the company to understand the performance of the function and how it exists in the pan Instagram ecosystem.

"Our overall product concept is that we don't want to build one function at a time, and then we'll see how it works," he said.

Using the brand representation of Instagram shopping function (including Checkout), customers still use them to explore and discover rather than purchase.

But this fact is beginning to change.

Dina Fierro, vice president of global digital strategy and social activities at Nars Comestics, said that the company has foreseen good cooperation with Checkout, especially the exclusive product of special offer on Instagram before other channels.

"Now, they are trying to narrow the distance between discovery and completion of pactions, and in fact we are still working on it," she said, adding that beauty makeup is an excellent category for Checkout because it is usually the product of impulse buying.

"In a sense, trading through social interaction is almost contrary to the behavior of ordinary users on social platforms."

According to the spokesman, the customers of Barnes (Barneys) responded well to the shopping label (the department store had not yet obtained the right to use Checkout).

For example, Marina Larroude, her fashion director, recently posted a 3 - 1 denim skirt on the street in Instagram, which sold out in an hour.

Chen said that Instagram is still teaching brands, net red and users how to use Checkout function.

"I think this is just a learning process, just like all the contents of Instagram," she said.

"When the snapshot came out, people had to learn to use it. When Instagram Live came out, people had to accept it.

Checkout is also something that brands and creative people need to learn. "

Many people try to crack the secrets of social commerce, especially in the fashion and beauty market.

Spring is a shopping app similar to Instagram. It was once a popular black horse.

It raised $105 million from investors, but it can only be sold at less than half the price in 2018 without repeated customers.

One of the reasons is that Spring has no other attractive contents, nor can it solve the limitation of buying only one commodity at a time.

User interface on Checkout on Instagram: Source: each other offers

But Instagram has a key advantage: users are wandering around the platform every day, and their motivation is not just shopping.

In addition, they are more used to shopping on mobile phones than they did a few years ago.

Instagram's success is due to the active participation of Internet users. They are like shopping magazines to many users today.

In addition, it also needs the most important advantages of Jaconi as a platform for social commerce.

"They let all net red people depend entirely on their platform.

It's hard for Google to compete. "

He said.

For Internet users, Instagram shopping is also a good thing because they usually share as much information as they can spend money on their product promotion brands.

On Instagram, the data include the posts being praised, commented, the number of messages pmitted through private letters and the number of passers-by, and other data points.

However, because of the lack of quantifiable data between red net promotion and sales, the brand will still feel dissatisfied.

"I have invested in many other channels, and I have taken very specific measures to achieve success.

I need to quantify Instagram shopping in the same way, "Edlynne Laryea, director of Neutrogena global digital pformation and sustainable development who has worked with many Instagram Internet users, said recently at a Instagram event.

Many net players rely on the revenue from Amazon, RewardStyle or ShopStyle, and the sale they are allowed to sell.

But Instagram did not make it easy to use third party applications to track conversion rates.

RewardStyle launched Liketoknow.it in March 2017, which helps net red users track users' behavior on Instagram.

It reached 1 million customers in the first 9 months.

Instagram reduced the amount of data accessed by third party applications during the Facebook data privacy scandal in 2018, and the core function of Liketoknow.it was greatly limited.

But it can still perform data analysis by scanning the uploaded images, and it still exists as independent applications.

Shah did not rule out the possibility that Checkout would one day break the sale of net red.

He said that the first batch of net red that had been selected for Checkout functional testing had established business relationship with the brand itself.

"I understand that cooperation is a part of many business models, but not for me," says Katie Sturino. She is one of the first Internet companies to use Checkout, which is part of the Outdoor Voices partnership.

"I don't think it should be done for single cooperation, because people will say," God, this is (sponsorship). "

Mirsalehi has deliberately avoided the business model that includes cooperative gains, preferring to choose a brand that does not impose specific post obligations to be a partner.

Digital Brand Architects is a net red brokerage company. Its five customers are in the first batch of Checkout cooperation lists.

Ressa Lake, partner and executive vice president of corporate brand partners, says Instagram may need a co operation plan to do net red business.

"Otherwise, why should people take the initiative to push sales?"

She adds that some networkers may show their audience value to potential cooperative brands.

"I think this will be a way to reduce the friction between the brand and the net."

With the expansion of Checkout's business, Instagram will pay close attention to all the developments, and how users will monitor it.

"Brand has the demand for return on investment, which is ultimately a business.

If we do not push the value at the end, then I think this is not a real success.

Shah said.

"At the same time, I think the brand should understand that we are just beginning."