Nosto launches new shoppable Instagram functionality

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Ecommerce personalization and customer experience platform Nosto has announced the release of shoppable Instagram functionality, adding its product to a growing market of softwares looking to help brands make the most of their creator partnerships and user generated content.

“Our new Shoppable Instagram module lets brands repurpose Instagram (IG) content to be featured across their online stores and made ‘shoppable’ (in other words, can be tagged with products that shoppers can click through to in streamlining their paths-to-purcahse),” a Nosto blog post states. “Shoppable Instagram lets brands pull from the visuals they’re tagged in on IG, are mentioned in, as well as those they’ve posted themselves.”

Instagram already has enabled shoppable posts through a connection with a brand’s Facebook catalog and ad platform, while Shopify also boasts a shoppable Instagram integration with its content management system.

The power of Instagram as an ecommerce driver can’t be denied. According to a November 2021 post from Instagram, “​​44% of people surveyed use Instagram to shop weekly, using features like shopping tags and the Shop tab.” Meanwhile, “​​90% of people on Instagram follow at least one business.”

Where Nosto fits into this 'shoppable' journey is connecting creator-generated content with a site's existing catalog, and then "deploying it on key pages within their online store to increase engagement, conversion, and sales. It allows brands to leverage influencers—and the content they create—in a more structured and systematic way and then sync that user-generated content (UGC) with their product catalog to show items ‘as worn by’ or ‘as featured by’ fans and influencers. In doing so, brands can expect an uplift in key metrics such as engagement, AOV, loyalty, and conversion," according to the Nosto team.

"In this influencer-obsessed creator economy, brands and retailers have all this amazing relevant and authentic content being created on their behalf. They just need a way to systemize it and put it to use," said Nosto's Head of Brand Guy Little. "With a tool like Shoppable Instagram, online retailers can source, curate, and deploy UGC that’s sync’d with their product catalog, and showcase that on key pages via widgets to display the product ‘as worn by’ their fans and influencers. This is going to help those retailers create more relevant and authentic experiences for shoppers on their site."