Today, the digital sphere rules Gen-Z and Millennial interactions more than ever. From tagging a store with an Instagram post to sharing a new purchase via Snapchat, the technologically-involved customer base has its methods of subconscious peer-to-peer store marketing. Branded ads, posts, and interactions are just parts of the puzzle of winning over younger shoppers— using the right apps and social media platforms for the desired audience can make all the difference. With Gen-Zs alone possessing $44 billion in buying power, it’s essential that stores make the right moves when targeting these digitally-connected customers.
Instagram is dipping its toes into the world of social shopping, announcing a test launch of shoppable tags on photos from 20 retail partners. The new tags will allow customers using Instagram’s mobile app to connect directly to products that are featured in photos from retailers like JackThreads and Kate Spade. When customers tap on tags, a limited product detail page within the Instagram App is revealed which displays price, description, and additional product images. Customers then have the option to complete the transaction by tapping “Shop Now” which navigates to the retailer’s e-commerce site.