Instagram is testing out a new option that will help brands discover relevant UGC in the app, that they can then share as examples to better promote their products in-stream. Instagram’s juggling two big elements right now – UGC and live commerce, which should help propel the app higher if it gets things right.
The Source of Brands
In an example shared by Yolande Haynes on LinkedIn, Instagram is now encouraging some shop managers to add ‘User-Generated Content’ to their product listings to further encourage potential buyers. Tapping through on a prompt will have Instagram’s systems highlight posts that your business has been tagged in, which you can then associate with your product listings.
“When a user tags a brand in a post, that brand will have the ability to request permission to feature their products in that post. Users that tag your business will likely appreciate that your brand would like to feature its products in their content. It will also allow their content to surface on brand-owned spaces, such as the product’s PDP or your shop on Instagram.”
Businesses can request direct tagging within any post where they’ve been mentioned, with the exception, of course, of private accounts, if there are multiple products tagged in a post, or if the user has disabled permission requests. This update could introduce an easy way to source more UGC and help expand your brand’s presence on the platform. Meanwhile, for businesses that see or use a lot of tags, this could be a significant factor in improving their promotion efforts.
YouTube has already provided a key example of what it can be like to effectively leverage UGC, which makes sense why Instagram, and likely other platforms, are also keen on trying their hand at the format. Granted, YouTube has taken years to refine its understanding and approach, but if other platforms can at least grasp the fundamental nuances, they, too, can experience at least a fraction of the potential.
The Wrap
UGC can have a big impact on purchase behavior, as people are more likely to trust the experiences of other people, as opposed to polished marketing campaigns. Given the number of scams and misleading ads online, it serves an even more valuable purpose, by fueling legitimacy and trust in some other way. It’s something that’s at least worth experimenting with. The new prompts are showing up for selected brand account managers on Instagram.
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