As social media turns into one of the top channels for advertisement, particularly when considering millennials, businesses and brands are looking for ways to sell directly through these attractive platforms. We’ve already seen this from platforms such as Pinterest, and more recently with testing on Facebook and Twitter as they experiment and prepare to launch a “buy” button.

One platform that has not yet incorporated a shop option for their users is Instagram. However, we can see a few companies beginning to find their own loopholes. The other day while scrolling through my personal account feed on Instagram, I came across Pura Vida‘s photo:

Not only is it on sale, but it’s an Insta Sale! Exclusive? This is much too tempting for many to resist, which was made clear as I scrolled down to see how many people had made the intent to purchase it.

Over 70 were sold in the first 23 minutes. Quick math tells me that this is almost $3000 in revenues in under half an hour. Not bad for a small time bracelet company. I would assume that the sell rate would decline as the 24 hour deadline approaches, but I would also assume a number of these shoppers weren’t otherwise intending to visit the website and make a purchase. If this is the case, these are additional sales as opposed to cannibalization of their regular priced products online. Of course this also requires that the commenters actually followed through with their purchase intent once they received an invoice email from the company.

Since users don’t typically spend a long time on Instagram, it would be a good marketplace for lower priced products by which the purchase decision can be made on impulse. High five Pura Vida, you did good.