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Instagram has finally made itself shoppable. Up until this point, third-party apps like LikeToKnow.it and Like2Buy have tried to fill in the gap between socializing products on Instagram and getting viewers to follow through on making purchases, but Adweek reports that Instagram is ready to roll out its own buy button. It's part of a larger initiative to better track ads on Instagram, which has long been a problem area for the company.
The app's users will now see Shop Now, Book Now, Download, Learn More, and Sign Up options on each Instagram ad that filters through their feed. Additionally, Instagram developed new software to assist advertisers in tracking, managing, and measuring the reach of their campaigns.
"It's an ideal platform to shop on as it's so visual and fashion oriented," Old Navy media director Michele Schuh told Adweek. "We're thrilled that Instagram is now offering users the ability to click directly through to a product, creating instant gratification without any cumbersome steps."
Instagram is closely following in the footsteps of Pinterest, which also just announced plans for a similar buy button this week.