The battle has commenced!
In light of the recent announcements that both the highly visual social media channels Instagram and Pinterest are adding eCommerce functions currently available in the U.S; allowing consumers and audiences to purchase the products they see online, the battle is on to see which social platform will be the most effective.
In the blue corner, Instagram with over 300 million users taking on the red corner, weighing in at slightly less is Pinterest with over 70 million users.
With both platforms set to become a lot more shoppable, offering more than just a highly visual digital stage let’s take a quick look to see just how effective this new purchasing power will be.
Instagram has launched its eCommerce campaign with a ‘shop now’ button, allowing users to quickly purchase items. This social media channel has always been viewed as a potential shopping channel and now it’s finally taking to the stage.
It’s not enough to just inspire; you want people to be able to take action.
However this new feature is only applicable for advertisers who’ve sponsored Instagram images to add the ‘Shop Now’ button and not available to those unpaid images. Limitations there may be, but will it prompt more retailers to use paid promotions?
Pinterest on the other hand with their ‘Buyable Pins’ will make the feature available for all posts for retailers. Users will be able to search for products and filter the results based on price range and colours.
Given this visual discovery tool, in which you can use to find ideas and inspiration whether its home décor ideas to the latest fashion, the channel is a lot more desirable for consumers to buy from the pin photos retailers put into collections called boards, which serves as huge online catalogues. Pinterest offers more of a consumer shopping experience.
However there downfall is that retailers have to apply the ‘Buy Button’ themselves, so if a potential consumer likes a product that a retailer has pinned and wants to make a purchase but the ‘buy button’ is not available can lead to customer dissatisfaction and your consumers shopping elsewhere.
So Fad or Trend the U.S consumers will judge the Instagram v Pinterest Battle… whilst the UK will have to wait wait to take advantage of the latest eCommerce function!
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