August 18, 2016
After securing a $22M round of investment, Israeli company Yotpo now brings a feature that will make it easy for businesses to collect Instagram images and connect with users who post about their products.
Today’s shopping trends are deeply changing the paradigm of merchants, especially the ones based on e-commerce. A good example of this has to do with product photos: not only are customers tired of seeing the same old studio photos, but how can they relate to that model with a perfect body, or know how an item fits if it is just lying on a mannequin?
The current market trend is for people to share ideas, praise, and even criticize brands and products via social media – and companies need to be ready to take advantage of the content generated spontaneously by the customer. Social networks are now not only an access channel to virtual stores, but mainly an opportunity to promote brands for specific users who seek them.
Most product pages are too sales oriented, clearly lacking the visuals that are appealing to customers and compel them to click around, spend time and get attached. On the opposite end of this we have Instagram – as shown in the graph below, it is the channel where people spend more time per visit, thus being the one with the most engaged audience.
The tool by Yotpo is called Social Curation, and with it marketers are able to easily obtain UGC-driven media assets. Those assets can then be embedded on product pages and other marketing items, thus increasing onsite engagement and conversions, extending the life cycle of these powerful visuals and initiating conversations with interested fans.
Data collected by Yotpo suggests that 77 percent of shoppers prefer to look at authentic customers photos, instead of professional shots. Also, 30 percent of Instagram users have purchased a product they have discovered on that social network.
Such stats are a clear indication that social media, and Instagram in particular, holds a huge potential for businesses to explore for their advantage. Yotpo’s new product helps companies to differ from traditional marketing channels, directly harnessing the power of the user and peer-recommendation.
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