55% of marketers plan to use Instagram Shops for the first time in 2022

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 26, 2022, 2:02 PM GMT+0

A recent HubSpot survey of Instagram marketers found the app’s shopping tools allow the highest ROI of any Instagram strategy.

The study found Instagram shopping tools enable marketers to achieve the highest ROI. Though only 37% of marketers currently use the platform’s shopping tools, 94% of them plan to increase or maintain their investments in 2022.

The use of live shopping and shops is expected to grow notably this year as 55% of marketers plan to try Instagram Shops and 48% plan to use Instagram live Shopping for the first time. The platform’s tools like Instagram Feed Post Shopping, Instagram Stories Shopping and Instagram Guides Shopping are all used by over one in three marketers and are leading in terms of ROI.

According to marketers, increased product discoverability and a simplified shopping experience are among the biggest benefits of Instagram shopping tools. However, when asked about the biggest challenges of Instagram Shopping tools, 38% reported struggling with making sales. On the other hand, 45% of marketers reported facing problems due to too many sales and supply chain issues.  

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