Social networking platform Instagram has recently rolled out new its new advertisements format in the Instagram Shop last Monday, August 9, 2021. The rollout is still limited to advertisers in the United States.
The addition of ads in the Shop tab comes more than a year after the social networking platform has introduced Instagram Shops to the public. The Verge said the company has also launched its video format advertisements through Reels.
Tech Crunch revealed that the addition of the Instagram Shop is one that has been plagued by controversies as it replaced the Activity tab button originally located in the navigation row below, a clear sign that the company is moving towards a more commercial approach.
Business of Fashion states that the new feature on Instagram is a signal that it is close to becoming a full-fledged e-commerce platform, a movement that both Facebook and Instagram have been pushing for as they aim to command a larger market in the digital retail realm.
The new ad format works by providing its advertisers with access to posting images either using a single picture or using the carousel, the latter of which allows advertisers to post around 10 images in total, reveals The Verge.
All of these will be clickable and shoppable, leading users either towards the brand’s e-commerce website or to shop simply through the app, which maintains Business of Fashion.
These ads will only be available on a mobile format via an auction-based model, given that the Instagram Shop addition is only accessible on mobile devices.
As of writing, Tech Crunch states that Instagram has teamed up with a number of United States-based advertisers ahead of the expansion to help test out their respective advertisements on the platform.
These include the likes of Fenty Beauty, Away, Clare paint, DEUX, Donny Davy, Boo Oh, and JNJ Gifts. These companies range from beauty, travel, home décor, pet products, and many others, some of the more popular categories that users seem to explore more, said Tech Crunch.
While the Instagram Shop tab and its corresponding ads are still limited to advertisers in the United States, the social networking company aims to launch this feature on a wider scale in the following months, targeting even non-US-based markets.
The Verge expects more brands to join the bandwagon, especially with Instagram having billions of users around the globe, and have spaces surrounding the social media platform be filled with ads in no time.
