shopping

Instagram is bringing its Shopping feature to IGTV and Reels

  • Instagram is bringing its Shopping feature to IGTV and Reels.
  • The move is part of Facebook’s push to make social commerce a more central part of its apps.
  • Insider Intelligence analyzes this industry and several others to provide in-depth analyst reports, proprietary forecasts, customizable charts, and more. Learn more about what we offer.

Yesterday, Instagram rolled out Instagram Shopping for its long-form video platform IGTV, part of the company’s push to make social commerce more central to the app. Users will be able to add products featured in an IGTV video to their in-app shopping cart and then check out either on the company’s website or within Instagram.

have US social media buyers made a purchase via select media platforms

Instagram is bringing its Shopping feature to IGTV and Reels.

eMarketer


With this rollout, Shopping is now available on almost all parts of the platform, including the main feed, Stories, and livestreams. The company plans to make Shopping available across the platform’s

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shopping

Instagram Expands Shopping Features to IGTV and Reels

Illustration for article titled Instagram Is Becoming A Glorified Home Shopping Network

Graphic: Facebook

Over the past few years, Instagram users might have noticed that the app morphed from a place where you turn to see your friend’s cute dog photos, into a place where you turn to see those dog photos while also buying a lot of shit you probably don’t need. If you had any doubts about the platform’s intentions of becoming a glorified digital mall, well, just look at its latest update: earlier today, the company announced that it’s expanding its beloved in-app shopping feature to support IGTV (the company’s Youtube clone) and Reels (the company’s TikTok clone). While the latter is primed for a rollout later this year, IGTV creators worldwide can now use their clips to hawk merch to viewers immediately.

If you look at the sample post that Instagram’s spokespeople sent around, the new function feels pretty similar to the app’s current setup

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shopping

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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shopping

Instagram expands shopping on IGTV, plans test of shopping on Reels

Instagram this morning announced the global expansion of its Instagram Shopping service across IGTV. The product, which lets you watch a video then checkout with a few taps, offers creators and influencers a way to more directly monetize their user base on Instagram, while also giving brands a way to sell merchandise to their followers. Instagram said it would also soon begin testing shopping within its newer feature and TikTok rival, Reels.

Image Credits: Instagram

Shopping has become a larger part of the Instagram experience over the past few years.

Instagram’s Explore section in 2018 gained a personalized Shopping channel filled with the things Instagram believed you’d want the most. It also expanded Shopping tags to Stories. Last year, it launched Checkout, a way to transact within the app when you saw something you wanted to buy. And just this summer, Instagram redesigned its dedicated Shop section, now powered by

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