Click-to-buy ads help turn social media users into shoppers
Shoppable ads are encouraging e-commerce by reducing the number of clicks required to make a purchase, with Facebook, Pinterest, Instagram and Snapchat picking up on the trend. Recently, MikMak, a company that creates, measures and distributes shoppable video campaigns, has announced it will be testing shoppable videos on Instagram Stories and Snap Ads. In addition, brands using shoppable ads alongside online influencers are also likely to see higher rates of engagement with consumers, as the brands make an emotional connection using personalities via organic content. However, ads that feel "inauthentic" have proved a turn-off to one-third of customers, according to Bloglovin'.
Shoppable ads have soared in popularity over the past year and provided major headway in turning social media users into shoppers, enhancing the click-to-buy platform.

The trend has quickly made its way into nearly every major social media platform’s interface, including Facebook, Instagram, Snapchat and Pinterest.

Most recently, a company called MikMak announced that it would be testing shoppable videos on Instagram Stories and Snap Ads, with links to e-commerce sites, making the click-to-buy experience all the more visual.

Influencer marketing is a fast-growing market for shoppable ads, as it’s increasing in popularity among brands and influencers alike.