Facebook and Instagram Allows In-App Purchasing: Here is What to Know
Facebook and Instagram have recently released an “In-App” purchasing feature for eCommerce and online sellers. This feature is currently in beta and only available to a select few, but we suspect by 2020 the feature will be available across all of the platforms for all advertisers.
Facebook and Instagram have recently released an “In-App” purchasing feature for eCommerce and online sellers. This feature is currently in beta and only available to a select few, but we suspect by 2020 the feature will be available across all of the platforms for all advertisers. If this sounds like a feature you might be waiting to test, here is what you need to know.
HERE IS HOW IN-APP PURCHASING WORKS ON SOCIAL
In-App purchasing allows a user to see an ad, click on the CTA (call-to-action), and instead of being directed to leave Facebook or Instagram, they can shop and purchase products or services directly in the Facebook or Instagram apps. The feature allows for products and shopping experiences to be completely customizable. Sellers can add colors, sizes, and other variants and assets on their products so the shopping experience is relevant and simple. If eligible, products can even display reviews so a user can see all the information they might need to buy.
The in-app feature also allows for safe credit card and shipping information storage so that those quick impulse buys can be made as easy as 1, 2, 3. Here are the steps.
USER SEES A POST AND ENGAGES
USER CLICKS POSTS FOR PRODUCT LINKS
USER SELECTS PRODUCT OPTIONS
USER CLICKS CHECKOUT ON INSTAGRAM
USER ORDERS PRODUCT
USER GETS ORDER CONFIRMATION
USER GETS LIVE UPDATES ON ORDER FROM FACEBOOK OR INSTAGRAM
In case you want to see the full experience and how this visually works, watch the video Instagram released with the announcement of In-App purchasing.
There is no disagreement this new features is going to help dramatically increase conversion rates, with nothing to distract the buyer, and provide an easy shopping experience for the user. It’s projected that this new feature could potentially increase conversion rate by 2%-7% for some brands.
Some downside of In-App purchasing, is the data will not be handed off to the merchant. Rather Facebook and Instagram plan to control the privacy and data experience for a user. We all know how critical it is to have access to data as a business, and have details to things like emails, or other psychographic and demographic information.
Another projection is that the In-App feature will also increase cost of ads as many new businesses are planning to utilize this feature, and as conversion statistics go up, so will the ad cost across the board.
Regardless this feature will likely provide value for you and your brand and should be tested.
But business blogs still remain one of the most essential - and increasingly more important - revenue sources to fuel user engagement, trust, and authority. This helps to propel each stage of the buyer experience: awareness, consideration, and final decision-making.
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