Instagram Finally Has Direct Shopping Links; Bloggers Won’t Use Them Anytime Soon
Posted on 15 April 2015
Unless, of course, it’s to shop. Or, if you have $200,000 lying around to spend on Instagram advertising. The Facebook-owned, photo-sharing platform is rolling out direct shopping capabilities extremely cautiously, and part of that strategy is to keep the price of direct-link ads expensive—so expensive as to be prohibitive to many companies, let alone independent fashion bloggers.
According to Ad-Week, $200,000 is just the entry fee for buying Instagram ads. Banana Republic was one of the first to take advantage of Instagram’s new shopping capabilities with carousel ads earlier this month, and told AdWeek it plans to use more marketing tools Instagram has on the horizon. But don’t expect to be overrun with Insta-ads anytime soon:
… because these changes would signal a fundamental change to how marketers use and customers experience the platform, Instagram is proceeding with caution, no doubt wary of displeasing its growing user base (now upwards of 300 million).
Clearly Instagram has no interest in creating an affiliate link mill for bloggers, which would certainly annoy users. All this activity on Instagram might, however, mean more money for blogger collaborations with brands on the platform. Just last week, Ahn of 9to5 Chic modeled a pair of Banana Republic shoes as part of a #theNewBR campaign.
And Aimee Song wore four outfits, including a “warm weather getup.”
We hope they were paid handsomely.