Instagram recently announced they’ve expanded the shopping service to IGTV. This addition to Instagram’s video streaming service, IGTV, will allow users to view and purchase items seen in their favorite brands and creators’ videos.
The app’s shopping feature was introduced in 2018 and has since been improved and expanded with its success. It was first viewable on the explore page to 200 million accounts each day. Since then, 130 million accounts each month tap on a shopping post. Users can view products from business as large as H&M to small individual creators. After introducing the checkout feature, users can now browse, shop, and pay for their items, all while never leaving the app.
The shopping feature has also been introduced to stories but is now rolling out to IGTV. Users now could be watching a video and swipe up to see items featured in the video by the creator and immediately purchase them while still having the video open.
This is a massive update because the only way to share product links used to be in video descriptions.
Brands and creators are sure to rush to this new feature as it will likely continue a trend of great success for shopping on Instagram. This will continue the app’s push to be a much more fruitful location for e-commerce.
This also means users will have to get more used to be being advertised to as the social media landscape changes. With the direction the app moves with such momentum, additional new features may appear and shift Instagram’s reputation as more of a place to shop than to socialize.
Instagram has also announced plans to extend the shopping feature even further to Reels. Instagram Reels is a new feature that was introduced this summer as a way to record 15 – 30-second video clips to music. Many speculate this was a move to compete with rival video-sharing app TikTok. In any case, shopping will probably be coming to Reels very soon, giving sellers on Instagram a new tool for e-commerce success and users a new way to shop.