It’s no secret that Facebook and Instagram have this year launched a suite of features and solutions to further help the platforms operate as one-stop shopping outlets for content and e-commerce.
And according to Mumbrella, this has resulted in a spike in various figures. In fact, Facebook vice president of Asia Pacific, Dan Neary, said the social media giant has seen an acceleration in digital transformation, thanks to the pandemic, which has resulted in 85% of people globally currently participating in e-commerce.
“New habits will endure beyond the new normal,” he said. “And as the world becomes more digital, cross border commerce will become more important.”
The platform this year launched a Shops function across both Facebook and Instagram, with Sellers who already owned an Instagram profile Shop and/or Facebook Page being asked to convert to Shops.
This new function is currently being used by Facebook and Instagram to bring brands and products closer to customers, with the platforms taking advantage of the momentum in engagement.
“Immediacy of shopping in real time enables a business to build trust and connections with customers in a way that they would not have been able to do offline,” Instagram director of market operations Asia Pacific, Kaylie Smith, said.
Since launching these features, Instagram has seen a significant spike in users and marketing dollars. Smith said that “no other platform around connects people, community and interest like Instagram,” which is why she believes the social media giant has seen its user numbers increase to over a whooping one billion per month.
“Commerce is a core priority for us,” Smith said. “As online shopping behaviour grows … we will continue to invest in commerce to make it easy for people to shop and buy from businesses right at that moment of discovery on Instagram. Our vision is to help people find new things they love and then take action within Instagram.”
Instagram also recently launched Branded Reels, and is currently testing Branded Live. According to Smith, these features are powerful tools for creators and businesses alike. They will ensure creators can clearly disclose that they are creating branded content, while offering other benefits such as making it easier to collaborate.
