Vamp’s Analysis on Instagram’s New “Pinterest-like” Collections feature

Vamp’s Analysis on Instagram’s New “Pinterest-like” Collections feature
VAMP

A little like Pinterest in its functionality, Instagram’s new Collections feature allows users to save their photos and videos in a private collection. Being able to save posts on Instagram enables users to bookmark items they want to return to.

This will make it a whole lot easier for people to return to items that they want to purchase which will, we predict, increase the sustained impact of Influencer content. Influencer content already has a higher engagement than a normal user’s content and the impact of this will only increase with users being more easily able to return to their posts. Marketers will see their ROI from Influencer campaigns extending far outside of the posting period as users are likely to use the Collections feature as a sort of highly personalised shopping cart.

Influencer marketing brings customers back to their carts

In our article for Mumbrella we explored how online shopping behaviour is changing and the reasons why influencer marketing brings customers back to their carts. [Read the article here>]

The same behaviour will, we anticipate, be true for Collections where Instagram users who actively seek product recommendations from Influencers are likely to save these posts to Collections and can more easily return to these to purchase later on. With more brands and Influencers having access to the Instagram Shoppable post tag feature too, Instagram is making it easier for people to directly monetise from their App.

The new Collections feature is a shopping cart

Users can create multiple collections of saved Instagram posts as well as name the collections to help organise their interests. It’ll be like a highly personalised, compelling shopping cart which people return to on a daily basis.

Currently these Collections are private, however this may become more public, like Pinterest, at another stage which will make it easier for people to share their favourite posts with their followers and increase the impact of word-of-mouth advertising as well as the engagement of high quality content. Good content will become more and more key to success in this space!

The smartest brands will want to be a part of people’s Instagram Collections and the most authentic, effective way to do this is via Influencer content.

What exactly is the current ROI in Influencer Marketing?

A common concern for brands investing in Influencer marketing is about whether they will see the direct return on investment. With it being a relatively new channel that marketers are still trying to understand the best way to leverage, this is understandable, but the most ahead-of-the-game marketers who are investing in Influencers as part of their marketing strategy are seeing the benefits. In fact, 22% of marketers say that Influencer marketing is their most cost-effective customer acquisition channel.

A recent study found that businesses generate $6.50 for every $1 invested in Influencer marketing. 70% make $2 or more, and 13% make $20 or more. Working with a specialised partner like VAMP is the best way to get the most out of your Influencer marketing campaign. (Source)

We’ve run hundreds of campaigns to date with a hundred different brands across Australia, Hong Kong, Singapore and Dubai. Our 77% client retention rate is something we are extremely proud of.

We’ve run hundreds of campaigns to date with a hundred different brands across Australia, Hong Kong, Singapore and Dubai. Our 77% client retention rate is something we are extremely proud of.

Instagram is 700 million users strong 

With the announcement this week from Instagram that they now have reached 700 million monthly active users, an extra 100 million users in the past four months, we are seeing this kind of growth reflected in the increase in investment in Influencer marketing too. Currently Influencer marketing has been predicted to be a $1 billion industry with a predicted growth to $5-$10 billion by 2020.

This is the fastest period of time that it’s taken for Instagram to gain another 100 million users. It seems that their growth has had a big burst in the past few months.

Instagram is constantly keeping it fresh and investing in the development of its App. The introduction of new features like Instagram Stories last year, the photo album feature and the new Shoppable post tag feature is keeping the channel a very competitive contender in the market.

How to use the Collections feature