So, how can users elevate Instagram from the land of well-styled selfies to a sustainable e-commerce platform?
“We never set out thinking of Instagram as a platform for commerce, but in some ways Instagram is becoming that for folks in fashion,” Systrom said. This is true; just think about how often "where did you get that??" comments flood a unique dresser's Instagram post. Systrom sees the same curiosity play out on brands' feeds, too, citing Kate Spade and Cole Haan as strong examples. "And that’s awesome," he noted. "It’s not just about imagery, that’s about the conversation as well… As long as you curate what you want to follow and don’t want to follow. That's really the balance.”
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