Instagram is pushing in-app purchases into even more parts of its app. The company is adding shopping tools to two new features: IGTV and Reels. Shopping in IGTV is rolling out globally, while Reels will test it later this year.
The changes are the latest updates Instagram has made to appeal to brands and influencers who want more ways to monetize their presence on the app. Instagram is also testing ads in IGTV, its longer video feature, and said it will share ad revenue with users.
But the new shopping features could be especially appealing to creators who are already used to directing their fans to their online stores and merchandise stores. As with other shopping features that use Instagram Checkout, users can tag specific products in their videos, which are then available for purchase from Instagram. Adding shopping to Reels could also help the app attract talent from TikTok, which has also trialled shopping tools for its stars.
Facebook has made shopping an increasingly central part of Instagram. The company made in-app payment available to all US businesses earlier this year and said it plans to redesign its app with a dedicated shopping section and allow influencers to sell products in live video. Shopping is already available in normal feed posts, stories, and in the Explore section of Instagram.
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