“10 Days of Live Shopping” is Instagram’s latest attempt at in-stream commerce. It will feature a variety of celebrities streaming product launches in the app, showcasing the potential of live stream shopping for connecting with Instagram’s audience.”
Instagram Live has previously collaborated with other brands for live shopping events. Wrestling Entertainment recently used Instagram Live to sell exclusive merchandise ahead of its Summer Slam event.
Earlier this year, LG Electronics hosted a similar live stream with various influencers who played games, did product tutorials, and—perhaps most importantly for the brand—offered limited-time access to LG products.
The event will include goods from Selena Gomez’s Rare Beauty brand and stars like Kacey Musgraves and Lil Yachty. It will feature brands in fashion (Outdoor Voices), beauty (Aveda), sports (Hologear), and lifestyle (Peloton).
The event contributes to Instagram Live’s casual and informal shopping experience. Customers can view VIP conversations and performances and connect directly with celebrities, artists, and creators by visiting the new Live destination on Instagram’s Shop tab.
It’s also a way for customers to get early access to exclusive releases before they’re available to the general public.
In various ways, as each platform looks to extend usage behaviours and provide greater incentive for companies to create more visibility and reliance on their apps, Instagram has an initial focus on the commerce aspect.
In the past two years, Instagram started its “Instagram Shops”. Overall, it’s expected that Instagram images and videos will be ‘shoppable’ in the future, with creators able to sell their work by tagging items with brands in a photo.
Why choose Instagram as an e-commerce platform?
As per Hootsuite’s, Instagram is the second most downloaded free app in the Apple app store. Instagram has around one billion users every month.
Sixty-three per cent of those users log in daily and spend an average of 28 minutes on the app. Every day, 200 million users visit more than one business profile.
Every day, 500 million people, on their profile, use Instagram Stories. Out of which, businesses account for one-third of the most popular stories.
After seeing a brand or product in Stories, 62% of consumers say they are more intrigued by it.
Instagram marketing is a highly effective tool. So, since Instagram provides this huge audience number, it becomes one of the best e-commerce platforms for brands/ businesses.
With engagement rates skyrocketing, now is the moment for your business to jump on board and start making sales with the platform’s new eCommerce features.
All about the event
Instagram has triggered the 10+ days of Live Shopping Event to have celebrities and influencers advertise retail and sale items and services across the app on live stream and connect with the audience to increase digital market activity on the platform.
According to Instagram:
“Fashion, music, beauty, and lifestyle are coming together like never before with Instagram’s 10+ Days of Live Shopping. People can tune in starting September 1 for the event with celebrities like Selena Gomez, Lil Yachty, Kacey Musgraves, and more surprise guests.
The event will surely give you access to fresh releases, offers, and exclusive merch only on Instagram. “
Instagram specifies a wide range of product categories it wants to cover in a once-in-a-lifetime cross-over, including Fashion, Music, Beauty, and Lifestyle. Beginning September 1, celebrities will start to promote products.
These items will not be confined to pre-released items but will also feature new releases, promotions, and unique merchandise throughout the platform’s table.
Significance of the event
The pandemic has seen Instagram rise to top of the list of social media platforms, booming with activity and the user base spreading all over the world, reaching around one billion active users at a time.
Instagram Shops are being introduced quickly to capitalize on the increased shift towards the pandemic-induced eCommerce era, and all social media platforms are attempting to capitalize on it.
Instagram has tipped the scales in its favour by launching an event that will allow users to shop using images and videos, reshaping the eCommerce industry.
The significance of this step is enormous, with enormous potential, as the economic upside and product scaling are two of the event’s key highlights.
The ten days of Live Shopping are considered beneficial to users due to increased accessibility, less hassle, and communication with their favourite celebrities.