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Buyable Pins

Pinterest and Instagram Making It Easier For Consumers To Shop

Ready to go shopping?

This week, both Pinterest and Instagram announced updates that will make it easier than ever for consumers to buy products directly from these two networks. The changes should also make it easier than ever for community managers and advertisers to show a return on investment (something near and dear to my ad-beating heart).

Let’s start with Pinterest.

Within the next couple weeks, U.S.-based users and brands will be able to sell their products on Pinterest. At launch, Pinterest will feature brands like Macy’s, Neiman Marcus, Michaels, Cole Haan and Nordstrom. Other businesses that use Shopify or Demandware will also have the ability to activate Buyable Pins.

Pinterest states that Buyable Pins are mobile friendly, safe and secure. They will be available on iPhone and iPad at launch but won’t be available on Android or desktop until future releases.

As an attractive bonus, Pinterest does not take a cut of user’s sales. [Insert loud sigh relief here.] Businesses will still be responsible for shipping and customer service.

Meanwhile, Instagram will begin testing their new direct-response formats.

In an effort to help advertisers drive business results, the new formats encourage users to “Shop”, “Install”, “Sign Up”, and “Learn More.” This will give and advertisers the ability to drive consumers directly to their website or app from their sponsored content.

I can’t tell you how excited I am to live in a world where an Instagram photo will take me directly to a product or blog. The day in which I never read “Link In Bio” again, can’t come soon enough.

I’m a big believer that the fewer clicks a user has to take to get to the conversion point, the more likely they are to not only get to that conversion point, but also take the desired action. Both networks’ updates alleviate the number of clicks from the social network to a point of purchase. And for that, I say, “Kudos, guys!” You made at least one advertiser happy this week.

Instagram Direct Response