Instagram expands shopping capabilities with IGTV

Users will now be able to shop for products directly from content creators’ IGTV channels

Social media platform Instagram has invested in its in-app capabilities with a new shopping feature.

Users worldwide can now shop for beauty and fashion products via the site’s IGTV space.

To buy products, shoppers can complete their purchase either with Instagram’s checkout feature or on the sellers’ website.

Make-up Artist Patrick Ta has demonstrated the new features on his IGTV (above).

Later this year, Instagram will also test a shopping feature on Reels, a recording application via the platform.

“Digital creators and brands help bring emerging culture to Instagram, and people come to Instagram to get inspired by them,” said Instagram’s COO, Justin Osofsky.

“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.”

The Facebook-owned site added in a statement to Cosmetics Business: “People come to Instagram to shop and we’re making it easier to learn about products and make a purchase right within video content across IGTV, Live, Stories and soon Reels."


‘Social media helps brands navigate the pandemic’

Analysis:
By Becky Bargh
Senior News and Social Media Reporter


Since the coronavirus pandemic hit and retailers were forced to close, the increase of shopping online has increased twofold.

And social media sites have been capitalising on this movement as beauty brands seize an opportunity to build their digital communities.

In May, Facebook and Instagram introduced a new internal digital shopping destination for business.

Facebook Shops allows businesses to create a catalogue of products via their page, while Instagram’s Explore feature allows firm’s to buy and sell products in one place.

In April, the platform also rolled out an online tool that allowed small businesses to put gift cards and fundraiser sticks on their profile stories to encourage consumers to shop.

Meanwhile, last year, Insatgram introduced its ‘Checkout Instagram’ option which allowed consumers to checkout without leaving the platform, with A-listers including Kylie Jenner and Kim Kardashian West given priority access to the feature.

Since the launch, the feature has expanded to a number of influencers and brands.

Find out more about how brands can get the most out of Facebook and Instagram via the link below.

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