Last Thursday morning, Instagram announced its plans to merge online shopping and Reels, a short-form video feature, to keep up with its competitor, Tiktok. Business and content creators now have the option to tag products in their Reels and viewers can view these products and purchase them immediately or save them for future purchases. For paid influencers, a branded content tag is also present.
Instagram rival Tiktok recently partnered with Shopify to allow Shopify users to advertise directly to work with creators. Instagram chief Adam Mosseri says Tiktok is “probably the most formidable competitor we’ve ever seen.” Which is probably why Instagram is doing all it can to keep up and make sure they don’t get left behind. Last month, the photo and video sharing app revamped its home screen layout by relocating some home screen features to give emphasis on Reels and shopping, sparking user criticism.
Adding the option to shop in a video-based format is more interesting to viewers and content creators alike. This can be proved by looking at other tech companies who have also adapted to video shopping. Doing this also makes ads more successful as it gives the consumer the option to purchase it right away. And because Instagram and Facebook are looking for other ways to gain profit, it is an important addition to them. Ads are the main way for them to gain revenue, but by adding shopping, they can maximize income by profiting off sales fees, especially when customers pay using Facebook Pay.
The company says the feature will be made available starting today. That means, as of today, Instagram users can now shop in every format—in Stories, the Feed, IGTV, Live, and now Reels.