Instagram’s Buy Buttons – Should You Use them Or Not?

In 2015, Instagram introduced “Shop Now” buttons that make it easier for users to make impulse purchases. Of course, they claim this is a win for brands too, because impulse buying should mean more money in their pockets.

However, the jury is still out whether ecommerce brands should invest in these new buttons. There are a variety of things brands need to consider.

When Should Brands Invest in “Buy Now” Buttons?

Impulse social shopping buttons are a new concept, so it’s still too early to know how they will work. However, many experts believe they are great for brands relying on impulse shopping. Kit Yarrow, a consumer psychologist and the author of “Decoding the New Consumer Mind, told BankRate that it will disrupt ecommerce in great ways for brands.

“A lot of people use a social media site to get ideas and inspiration for what they might like to add to their life,” said Yarrow.” “There’s a lot of coveting and drooling, and now that coveting and drooling can be turned instantaneously into having, and that’s irresistible, especially to a lot of millennials.”

Of course, some brands rely more on impulse purchases than others. Instagram “Buy Now” buttons should be a boon for companies in the following verticals:

• Premium food products, such as novelty chocolates and wines
• Jewelry and other fashion accessories
• Mobile games

Brands can also benefit from “Buy Now” buttons if they want hard data to optimize their marketing strategy, instead of relying so heavily on influencer marketing strategies.

“I see the economy of Instagram slightly shifting…away from Influencer marketing and towards paid media. Brands want hard data, not just advocacy. But advocacy is still an essential component and should never be overlooked,” Dave Krugman, Creative department social editor of BBDO told The Drum.

Brands may benefit from social selling buttons if they incorporate better analytics into their marketing campaigns.

Other Brands Don’t Buy Into Instagram’s Buy Now Buttons

Brands that rely on consumers that research products in more detail are more hesitant to use Instagram “Buy Now” buttons. Peloton, a manufacturer of indoor exercise bikes, is among them.

Peleton and other companies have a strong presence on social media, but aren’t likely to start using social selling buttons anytime soon. These brands sell higher ticket items, so they are more likely to invest in building a strong relationship with their audience on Instagram and other social media platforms.

The reality is that the majority of brands don’t rely on impulse shopping. In fact, impulse shopping has been on the decline for years. In the age of digital information, customers can access thousands of reviews on different brands at the touch of a mouse, so  they want to make more informed decisions.

Organic Instagram Marketing is Still Best for Most Brands

While some brands may benefit from Instagram’s social selling buttons, most are hesitant to embrace them. Customers are becoming more savvy than ever, so brands probably won’t be able to rely so much on impulse buying. They prefer to do business with companies that have taken the time to build a strong brand image over social media.

They will have better results relying on traditional, organic social media strategies, which entail:

• Identifying a user base
• Sharing compelling content
• Nurturing a relationship with their users

These strategies take time, but can be more effective.