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INSTAGRAM : AND THE BUSINESS OF NOT SELLING


Instagram has provided a platform for creating, creative people, and creativity in general. It goes far beyond being a picture sharing app to being a specially curated space for individuals and groups alike registered on the platform. Like Pinterest it's curatorial potential, juxtaposing themes and allowing us the perception different feeds that are both invoking and as well as beautiful. And like Pinterest (which allows for an amazing inspirational board array that boasts mood board functionality to board meeting idea pinning) Instagram has allowed for the creation and growth of businesses from small scale to large scale, magazines, artistes, and actual sales from retailers and e-tailers alike (and not forgetting that we get to be closer to our favorite people and pop culture figures)

But, far from that, the business of selling on Instagram is not as easy as it seems. It goes beyond taking pictures, professional and non-professional, uploading and giving specifics of how to purchase, from DM  message contacts to the now functional email and phone contact option, or even a link in the biographic / profile menu of the platform. It is these links themselves which have now been  further generated into price tagging options allowing for consumers to also decide based on price, that has now made for a bigger push/challenge for smaller businesses who haven't been able to access or fully access that option for their businesses, which may be due to a number of factors. Being a seller online these days may go hand in hand with having an e-commerce store directly, or indirectly (via online concessions and retailers who may handle shippings or sometimes put the order fulfilment on you). Nevertheless some businesses still get actual sales in the former DM-ing, phone call and physical store visit style (If the business does have a physical store, giving that digital stores have taken up spaces and become a norm and have also taken a capitalized approach to business from Net-A-Porter to Farfetch to MatchesFashion to name a few)

The logistics of getting product from phone screens to consumer is what I think smaller businesses or businesses at all who want to sell on Instagram shoulder consider top priority. The logistics being seemless, credible and timely (of course, except for cases where the obvious reasons would otherwise be stated). The final decision made by the consumer to purchase or move forward with the order of goods or services which is also a factor of presentation, product detail, photo and image clarity in communicating the desired messages to motivate the consumer are what the business of selling on Instagram or perhaps any platform entails at all. So many of which small businesses might not be able to deliver especially in the process of still growing and not having enough capital or investment.

The business of not selling on Instagram can thus be a result of the rise of new brands, in an already saturated space, who do not yet have or understand the strategies to reaching and selling to their customers, one that is already spread across a selection of brands and service providers based on preferences, need, and taste level. Hence, competition.

Instagram can sometimes be disappointing discouraging start-ups to place less value on the platform due to inadequate sales or no sales at all. I believe there's so much to learn in understanding and applying it's methods (which might always cost more than bargained for) while being patient, and also having a little ....faith



Image credits : Orla Kiely




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