Afternoon shopping, without leaving home: this is what Instagram promises to its users and retailers and manufacturers who are developing there using the benefits of a large audience. But professionals are also becoming addicted to sometimes inexplicable changes in visibility. Lilas Cousin looks bad on her Instagram account. Five years ago, she launched her brand “Mini Bandit”, which sells vintage products for babies, and which generates most of its sales through a social network with a billion users. For now, no problem, on the contrary. But a few days, “Without changing anything in (his) way of working”his posts on social media are not “most viewed”with 2,000 on “130 or 150 views”.
“The problem is that I have a crazy impact on my sales”, she explains to her subscribers, provoking a significant burst of sympathy, and several similar testimonies. The Facebook group’s photo-sharing platform is increasingly used as a sales interface, by giants, but also by many small and medium-sized businesses. Instagram, which is hosting an online House of Instagram event to advise VSE and SMEs from Wednesday to Friday, is not posting details, but is announcing 200 million companies worldwide using Facebook and Instagram.
“Huge waiting list”
” If you have a business idea, you can very quickly and easily launch a platform to test it in public. ” on Instagram, Jim Squires, vice president of Business & Creator Marketing, explains to AFP. Mathilde, from Lille, who recently started her own business of designing, sewing and selling fashion accessories, ” in the beginning I had the idea to make a website ». but ” Instagram took over because an influencer bought me a banana anonymously ”, before recommending the product to its 150,000 subscribers. Very few of them ordered immediately, generating “Huge waiting list” several months.
Jim Squires defends “a very different kind of shopping than what is usually found in e-commerce”, often responding to a well-identified need. ” Instagram is like an afternoon strolling downtown, unsure of what to find. “defend yourself. “That’s a real plus because communication leads directly to shopping”analyzes Anne-Gaëlle, the burgundy founder of L’Otarie Club, a fashion accessories boutique. “Followers see the publication and land directly on the product, the act of buying is very short and simplified”.
Visibility “much worse”
The other side of the coin: sales are highly dependent on exposure. ” For more than 10 days, I had much worse visibility recently. ”, explains Anne-Gaëlle, even by “sponsoring” this content so that it is seen outside the subscriber base. It ensures that it is not related to seasonality or type of product. Jim Squires, who advocates for professionals to sponsor more content, assures this “this dynamic is not specific to Instagram, but it can also be noticed on Facebook”which also has space for shopping. “More and more companies are on the platform”leading to “More competition” to attract public attention.
Lilas Cousin has already tried to sponsor several publications, which did not affect her sales, she told AFP. If he admits he is “Really developed thanks to Instagram”which he is currently facing “main concern for development” whether the decline in sales was long-lasting. In any case, competition is not equal: it is a priori difficult for small creators to fight the marketing capacities of large groups, even if Instagram intends to promote small businesses, for example, by offering its users to recommend products of the latter. with mention of ” let’s help our companies » on their social networks.