Instagram has announced the expansion of Instagram Shopping on IGTV; will soon start testing shopping features within Reels.
According to a report from TechCrunch, Instagram is expanding Shopping features across IGTV. The feature lets users watch a video and then check out products related to it. It offers creators and influences an easy way to monetize their IGTV channels, and brands to sell some merch. According to the report, Instagram has also said it will soon testing shopping features within Reels – it’s TikTok clone.
Instagram has been expanding its Shopping features steadily for the last few years, launching a range of features like a personalized Shopping channel on Explore, shopping tags on Stories, Checkout, and a new dedicated Shopping section powered by Facebook Pay. With this week’s announcement, Instagram users will be able to view and purchase products on IGTV, Instagram Live, and Stories.
Shopping on IGTV offers an in-app checkout option, while users can also buy products on a retailer’s website. We expect most people to buy things without ever leaving the app, but the in-app option is not expected to be available everywhere right now.
Instagram is also expected to cash in on a percentage of sales, and that could represent a decent revenue stream eventually – especially since more people are turning to online shopping lately.
To drive shopping activity on IGTV, Instagram will also make IGTV videos discoverable on Instagram Shop, as well.
“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them. By bringing shopping to IGTV and Reels, we’re making it easy to shop directly from videos. And in turn, helping sellers share their story, reach customers, and make a living,” explains Instagram COO Justin Osofsky.
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