The FSW Markets team created an index of Instagram content shoppability with a select range of luxury brands to evaluate which brands use Instagram’s built-in shopping features and functionality.
The “mostly shoppable” category is a signal of customer-centric, content-first social strategy with posts that are easily shoppable. This is as opposed to a brand-centric, creative-first social strategy with posts that are often a creative mood board or are celebrity or product-focused from a specific campaign or event and not shoppable. Some results:
* BALENCIAGA and Miu Miu top the list, with the most fully shoppable Instagram accounts. The main caveat here is that Balenciaga regularly cleans its social media accounts and only has seven Instagram posts at the time of publication. Miu Miu, on the other hand, has been making use of Instagram’s shoppable features and functionality for a while, with a significant majority of shoppable product posts.
* In the tier below, a small portion of brands—namely, Loro Piana, Valentino, Versace, and Zegna—occasionally post shoppable content, though these posts are in the minority and are almost always handbags.
* The rest of the index, which comprises 29 major luxury brands, make zero use of Instagram’s shoppable content functionality, even though many have been experimenting with the platform’s calendar and broadcast subscription direct messaging functionalities.