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Instagram Launches New ‘Shoppable’ Christmas Catalog to Highlight its Evolving eCommerce Tools

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Instagram has taken another small step towards boosting its eCommerce presence with the creation of its first-ever shoppable catalog for Christmas, in collaboration with a range of influencers from the UK.

Instagram shoppable catalog

The 12-page catalog highlights product selections from nine prominent UK influencers – as explained by Instagram:

The Creators include LGBT activist Tanya Compas, body positivity champion Megan Jayne Crabbe (aka @BodyPosiPanda) and fashion stylist Monikh Dale, who have all curated their top products from their favorite small businesses.”

As such, it works on two fronts – promoting the influencers themselves, by shining a spotlight on them and their selections, while also boosting small businesses, who’ve faced challenging conditions throughout 2020.

As you can see in the example above, each page of the guide is curated by a different influencer, with the products displayed then available for purchase via posted links. At the bottom right of each page, there’s a ‘Shop Now’ CTA for each of the featured items, which connects readers back to each business’ Instagram presence.

That’s important, as it highlights Instagram itself as the place to shop, as opposed to referring people back to the company websites for ordering. This is key in building habitual shopping behavior within the app – up till now, businesses have sought to get referral traffic from Instagram, in order to drive purchases. But now, Instagram wants shoppers to stay in the app, with the addition of Shops and other tools helping to build the platform into an eCommerce destination.

This new guide aligns with that broader push, and while it’s a fairly small step in the larger scheme, it’s another way to direct user behavior, and encourage a new way of viewing their Instagram browsing.

And it’s an interesting product overview within itself. You can check out Instagram’s ‘Christmas Edit’ catalog here.

Socialmediatoday.com

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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