If you’re a brand on Instagram, you know a bit of the hype of being tagged in a post. Whether tagged by a longtime influencer partner or a new fan, the @ symbol represents your social media marketing strategy taking shape and new eyeballs engaging with your work.
Well, that simple tag will get a powerful boost: Tags can now link directly to product pages integrated into the shopping tab. This feature was previously limited to Business and Creator accounts but rolled out to all US users this summer.
Thanks to this change, more of your fans can scream their love for a particular product—and drive sales in the process. Not only is this a big deal for brands looking to spread the word about their wares, it also allows fans to make a more direct connection with the standout items they love.
It’s no surprise that Instagram chose to highlight a makeup brand—Kulfi Beauty—for the announcement, given that the beauty brand relies on Instagram as the perfect place to highlight everything from swatches to packaging to stunning full-face looks. Just ask Leslie Valdivia, co-founder of Vive Cosmetics.
“Our customer and community reviews and feedback are what really drive sales, so their posts and recommendations really help,” he says. “Now being able to tag products, not just brands, hopefully making it easier for others to find products that their friends and family recommend online.”
Now everyone is an influencer
Instagram can’t say when the feature will roll out to more markets. However, only having US users link to products can still have a huge impact on brands on the platform, especially in how they work with influencers.
“From an influencer’s point of view, working with brands directly, it’s exciting to be able to link to products directly within the app—it means a much more direct call to action,” says Ashley Buchanan, Senior Director of Product at influencer marketing agency Vivid.
In the case of Vive Cosmetics, that means a fan or influencer can post a photo wearing the best-selling Qué Matte Liquid Lipstick on Amor Eterno and tag the product. Then, someone viewing the post just has to click on the tag to be taken to a link to buy it.
Instagram influencers are already a great marketing tool because they can highlight products in a real-world context—like the beauty products applied or the clothes worn. Being able to link directly to a product allows customers to find—and buy—the product more quickly. Ashley says it’s also a win for influencers, as it keeps their fans on the platform rather than keeping them away from the app in pursuit of products.
As an added benefit, Ashley says, this move will allow more people, even with small accounts or specialized audiences, to behave as influencers or micro-influencers and direct their network to the product.
Tags also open up opportunities for influencers to bond not only with brands, but also specific products that fit their niche. Instead of being a social ambassador for an organic skincare brand, an influencer might become an ambassador for her rosewater facial mist, because that’s what works best for their target audience.
“Being able to unlock the concept of ‘everyone is an influencer’ means endless opportunities,” says Ashley.
Game changer for affiliate marketing
Another interesting prospect is that Instagram is simultaneously testing an affiliate sales program that works with product linking. When this rolls out more broadly, participants can earn rewards when customers shop through their product labels. It was a game changer for affiliate marketing and a huge incentive for influencers to work with brands.
I think this feature with Instagram will allow more valued customers to talk about the brands and products they love.
“I thought it was huge. Being able to monetize linking products means you don’t have to be part of a formal program to make money,” says Ashley. “Out of the context of a campaign, this means influencers can recommend products they love, and go the extra mile to find brands their audiences love.”
Leslie is also eyeing possible affiliates, as Vive Cosmetics currently has an affiliate program.
“I think this feature with Instagram will allow more valued customers to talk about the brands and products they love,” said Leslie.
Maximize product tagging
This all comes at a great time, given the recent news that regular hashtags actually have no impact on reach. Product tagging can have an impact hashtags don’t have.
It should be noted that your followers may not be aware of this change. If you’re already working with influencers who don’t yet have a Creator account, it’s a good idea to reach out to encourage product tagging, or adjust future contracts. And be sure to let your fans know that they now have a very direct way to support the products they love.
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