HOW THE 'BUY BUTTON' HOOKS YOU

Summary from the TLDR Marketing newsletter

Twitter and Facebook both failed to integrate a ‘buy button' into their platforms. Instagram took a different approach that succeeded. Rather than merely adding a button to ads, Instagram designed sponsored content to blend in with real user content. It also gave users the option to browse the advertiser's inventory, as opposed to just being able to buy the one item being promoted. Users are not visiting social media sites to shop, so the success of this feature hinged on the platform understanding its users' psychology.