Instagram Announces Valentine's Day Live-Stream Shopping Event, the Latest in its eCommerce Push

Instagram’s taking another step in its growing eCommerce push with a new Valentine’s Day live-stream shopping event , featuring a range of platform influencers and brands. As explained by Instagram :

“ After the year we had, this Valentine’s Day is the perfect excuse to treat yourself and your loved ones to your favorite beauty, food, home and accessories brands – join us for a live shopping event, and explore our hand-picked collections of the hottest gifts trending on Instagram.”

As you can see in the post above, the main shopping stream will be hosted by Paige DeSorbo , who has 658k followers in the app. DeSorbo also hosts weekly fashion streams on Amazon Live , so she’s an experienced presence, which will help Instagram maximize its Valentine’s Day shopping push.

DeSorbo will also be joined by Celebrity stylist and reality star Brad Goreski (787k followers), Makeup artist Kelli Anne (128k), Reality stars Uche Nwosu (247k) and Clinton Moxam (409k) and more.

The event will essentially act as a showcase for Instagram’s evolving live shopping tools, which it’s hoping to use as a lure to get more creators posting to its app, as opposed to TikTok, by offering greater reach and monetization potential, along with increased exposure.

TikTok is also developing its own live-stream shopping strategy , while it’s also making a bigger promotional push on its Creator Marketplace as a means to help brands connect with platform influencers for campaigns. It’s a key element, because right now, both Meta (via Instagram and Facebook) and YouTube offer more earnings potential for creators, which could eventually see more of them abandon TikTok for greener pastures, if TikTok isn’t able to keep pace.

But then again, with TikTok now on track to surpass 1.5 billion users in 2022 , it also has a strong claim […]

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