Facebook-owned photo-sharing app Instagram is adding yet another shopping feature to its business-facing capabilities.
After letting users, which range from individuals to big brands and retailers, add shopping tags to their posts, the smartphone app is now adding a similar facility to its disappearing-in-24-hours story feature.
The addition is incredibly similar to and in direct competition with Snapchat’s now shop-able artificial reality lenses that was introduced in May 2018.
The working of Instagram’s feature will be kept fairly simple like most its pre-existing user experience.
Visually speaking, if someone posts a shop-able story, a shopping bag sticker-like icon will be shown next to the product.
The user can then click on this tag to view more product images, information and product suggestions. Further clicking on desired actions will take you to the brand’s website where the said product is available for direct purchase.
In order to add the shop tag to your stories, you need to a have business Instagram profile, be the administrator of your page and either have a store on Facebook’s marketplace or a catalogue of products within the Business Manager of the app.
Susan Rose, Instagram’s Head of Product Marketing for Business explained, “We see that 50 percent of businesses have posted a story in the last month. They use it to give a lot more context and a holistic perspective around the products that they have.”
With over 800 million active users on the app and 300 million of which using stories on a regular basis, the new feature gives brands a massive opportunity to turn their followers into potential consumers faster than ever.