How Instagram plans to use influencers to fuel its social commerce efforts
Social commerce is heating up as platforms like Instagram and TikTok push e-commerce. The market for live shopping is already huge in China, and platforms hope the US will follow. Instagram is betting on creators and influencers as it vies to get ahead in the commerce race. Advertising isn't cutting it anymore. Media platforms like Instagram, YouTube, and TikTok want more — and first on the list is a piece of the rapidly evolving e-commerce industry, where there are billions of dollars on the table. But building a powerful commerce ecosystem requires the help of the content creators and influencers who are driving trends. And Instagram knows it. "Ultimately, creators are solving a problem for people when it comes to shopping which is overwhelming choice," Layla Amjadi, director of product for Instagram Shopping, told Insider.