[UPDATE: Rolling Out] Instagram to Add Shopping Features to Reels and IGTV

Dec. 11, 2020

[Original Story | 5th Oct, 7:40 PM]– In an attempt to expand monetization on its platform, Instagram is adding shopping features toIGTVandReels. While the shopping capabilities are being rolled out to all IGTV users globally right now, Instagram willtest shopping integration in Reels later this year.

With this addition, viewers can buy products showcased right from IGTV videos if the creator has added relevant links to them. This integration is part of Instagram’s plans to offer more ways to monetize content on the platform.

Undoubtedly, these changes will be appealing to Instagram influencers. AsreportedbyThe Verge, Instagram will soon feature IGTV videos in Instagram Shop, the company’s dedicated shopping space present under the Explore tab of the app as well.Image: via Engadget

Separately, Instagram is also testing the possibility ofadding advertisements in IGTV videos. According to Instagram, the ads will have a maximum duration of 15 seconds and the company will offer at least 55 percent of the revenue to creators.

Meanwhile, Instagram’s focus on monetizing Reels shows how the feature has grown rapidly amidst theTikTokchaos. The company globallylaunched Reels just in Augustand has already made it a core part of Instagram byadding a dedicated tab in the app’s bottom navigation barfor users in India.

Although the company has not revealed when exactly it will add shopping tools to its TikTok-clone Reels, it will be interesting to see if the feature gains enough traction, especially in India, where Reels has received mass adoption sinceTikTok has been banned in the countryfor months.

After adding adedicated shopping tabin the bottom navigation bar, Instagram Reels is now the latest hub for shopping on the platform. Businesses and creators can now tag products within their short videos. You, as a viewer, cantap on the ‘view products’ buttonnext to the audio track (shown in the image below) to see, bookmark, or buy the tagged items.

Creators will now also be able to add a ‘Branded Content’ tag to Instagram Reels to clearly indicate when a video is sponsored and the brand they have partnered with. Instagram offers shopping options in all of its popular formats – Reels, Stories, Live, and IGTV.

Subin writes about consumer tech, software, and security. He secretly misses the headphone jack while pretending he’s better off with the wireless freedom.