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Instagram Announces Valentine’s Day Live-Stream Shopping Event, the Latest in its eCommerce Push

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Instagram Announces Valentine's Day Live-Stream Shopping Event, the Latest in its eCommerce Push


Instagram’s taking another step in its growing eCommerce push with a new Valentine’s Day live-stream shopping event, featuring a range of platform influencers and brands.

As explained by Instagram:

After the year we had, this Valentine’s Day is the perfect excuse to treat yourself and your loved ones to your favorite beauty, food, home and accessories brands – join us for a live shopping event, and explore our hand-picked collections of the hottest gifts trending on Instagram.

As you can see in the post above, the main shopping stream will be hosted by Paige DeSorbo, who has 658k followers in the app. DeSorbo also hosts weekly fashion streams on Amazon Live, so she’s an experienced presence, which will help Instagram maximize its Valentine’s Day shopping push.

DeSorbo will also be joined by Celebrity stylist and reality star Brad Goreski (787k followers), Makeup artist Kelli Anne (128k), Reality stars Uche Nwosu (247k) and Clinton Moxam (409k) and more.

The event will essentially act as a showcase for Instagram’s evolving live shopping tools, which it’s hoping to use as a lure to get more creators posting to its app, as opposed to TikTok, by offering greater reach and monetization potential, along with increased exposure.

TikTok is also developing its own live-stream shopping strategy, while it’s also making a bigger promotional push on its Creator Marketplace as a means to help brands connect with platform influencers for campaigns. It’s a key element, because right now, both Meta (via Instagram and Facebook) and YouTube offer more earnings potential for creators, which could eventually see more of them abandon TikTok for greener pastures, if TikTok isn’t able to keep pace.

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But then again, with TikTok now on track to surpass 1.5 billion users in 2022, it also has a strong claim for audience reach and exposure potential. Which element is more valuable will come down to the individual, but the race is definitely on to develop the best live-stream commerce tools to maximize each app’s respective opportunities.

In addition to its live-stream event, Instagram will also be promoting individual product collections from each of its featured influencers on the Shop tab, another sweetener in its creator promotion package.

It’s interesting to see how Instagram’s looking to evolve its shopping options, and change user behaviors, in addition to competing with other apps. Meta will be hoping that by offering more monetization tools, that will put more pressure onto TikTok, which could force it into missteps – and with TikTok already coming under creator scrutiny over its funding models, it does seem like it will have to revise its approach, or it’ll risk losing some of its audience.

Can TikTok hold on to its most influential stars as other apps offer better monetization tools? And if it can’t, will that eventually become an existential threat for the app?

You can watch Instagram’s Valentine’s Day shopping stream on February 14th at 2pm PT/5pm ET via @paige_desorbo or the Live button at the top of the Shop Tab in the app.





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These are the social media platforms we most want a detox from

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Photo by Solen Feyissa / Unsplash

Many people like social media, others find it addictive but they are not necessarily enjoying the experience when they are using it. In this category there are some people who would welcome a detox, even if this is only partial. Digital detox refers to a period of time when a person voluntarily refrains from using digital devices such as smartphones, computers, and social media platforms. A digital detox can provide relief from the pressure of constant connection to electronic devices.

Looking at the U.K., a new survey finds that the majority want to delete their Instagram account ahead of any other. 

This finding comes from the company VPNOverview.com and the results have been shared with Digital Journal. For the research, VPNOverview analysed the number of monthly Google searches in the U.K. for terms related to deleting accounts to see what platforms people want a detox from. 

This process found that media sharing social network Instagram was the platform people wanted to delete themselves from the most, with more than 321,000 searches a month from users wishing to do so. Recently, Instagram came under fire and was accused of copying other competing platforms like TikTok after big changes were made to the app, with some of these changes now being reversed. 

Facebook takes second place, with more than 82,000 searches a month in the U.K. At the end of 2021, Facebook saw its first-ever decline in the number of daily users using the platform and a 1% decline in revenue in the last quarter of 2022. 

With more than 73,000 searches a month for information on deleting accounts, Snapchat takes third place. In July of 2022, Snap, Snapchat’s parent company, announced that they would be debuting Snapchat for Web, the first ever web version of the app since its initial release in 2011. 

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Plenty of Fish takes fifth place, with more than 23,000 searches around deleting accounts made every month in the UK. It’s the only dating app in the top ten, with Tinder narrowly missing out in 12th place with 8,500 searches. 

            Rank          Platform          Monthly searches to delete account 
        1      Instagram      321,000 
        2      Facebook      82,000 
        3      Snapchat      73,000 
        4      Google      50,000 
        5      Plenty of Fish      23,000 
        6      Twitter      18,000 
        7      Reddit      14,000 
        8      Amazon      13,000 
        9      Kik      12,000 
        10      TikTok      8,800 

Also featuring on the table is online marketplace Amazon, which comes in eighth place on the list, with 13,000 searches from people wanting to delete their accounts every month. Amazon recently announced that it was increasing the cost of its Amazon Prime service by £1 a month in the U.K., with annual memberships shooting up from £79 to £95. 

Commenting on the findings, a spokesperson from VPNOverview tells Digital Journal: “It’s interesting to see the contrast of platforms on the list, and how it’s not just social media that people want a cleanse from following controversies around privacy and data collection. Platforms offering subscription services like Amazon are also taking a hit, with the rising cost of living meaning many Brits are having to cut corners on things they use every day.”  

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