Instagram puts shopping everywhere, first on IGTV and then Reels

TikTok, the musical video app owned by Chinese-based ByteDance, has been bogged down in a fight with the U.S. government. President Donald Trump has tried to force a sale of TikTok to U.S. companies to counter any potential security threats from foreign ownership of a social platform that is exploding in popularity among 100 million American consumers. Walmart was one of the companies that emerged as an interested party in taking part ownership of TikTok, showing that e-commerce is an important growth area for any social platform.

Since Reels launched, brands have been testing out the potential of the videos and measuring how well they perform on Instagram. Chipotle, Dunkin, Red Bull, Maybelline and others are just a smattering of the brands trying Reels. Last week, General Mills’ Yoplait and Jennifer Lopez launched a Reels challenge to promote family activities.

The commercialization of Reels is in full swing, and Instagram

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