Instagram is crushing Snapchat where it matters most
August 23, 2022
Shoppable Content is on the rise.
“Shoppable Content” is a fairly new technology where consumers can not only be exposed to a new brand or product, but also take the next step and add the desired item directly to their shopping cart or even complete the process without ever leaving the app that hosts the content.
This is a win-win-win situation…
Content hosts (Instagram, YouTube, Pinterest, etc) can prove their value directly to advertisers by delivering direct revenue.
Advertisers (Kate Spade, Nike, etc) can create a frictionless buying experience and more precisely attribute revenue to the content and platforms that are effective.
Consumers enjoy quick and easy shopping without leaving their favorite app or having to scroll through pages of retail website checkout processes.
And it’s working…
LikeFolio tracking of consumers talking about buying products directly through content is indicating new all-time highs for shoppable content at just the perfect time – as we head into the holiday shopping season.
Winning vs Losing Shoppable Platforms
Over the last month, we’ve seen a pretty dramatic shift in consumer’s usage of Shoppable Content by content platform:
Consumers are engaging with shoppable content more and more on Instagram (META) and TikTok (private), while seemingly abandoning direct shopping on Snapchat (SNAP).
Of course, a change over the course of one month does not make a trend… but the timing of this shift could not be worse for Snapchat, as it looks like Facebook’s Instagram platform is once again ready to eat its lunch.
We’ll continue to monitor this developing trend as we enter the holiday shopping season… and of course, LikeFolio members will be the first to know when we spot an actionable opportunity!