Instagram is testing ads in its Shop tab – TechCrunch

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Instagram continues to invest in its e-commerce business, Instagram Shops, with the launch of a new advertising product, Ads in Instagram Shop. The company says it is currently testing the new format, which includes both single images and the option of an image carousel, with some US-based advertisers before expanding into other markets in the United States. months to come.

The company first introduced Instagram stores last year as part of Facebook’s larger effort to make its social platforms not only a place to connect with friends and follow favorite brands, but also an online shopping destination with an integrated payment experience. Naturally, this type of initiative also lends itself to Facebook’s advertising model, as brands looking to connect with consumers could pay for expanded reach.

Like other Instagram advertising products, Ads in Instagram Shop will launch with an auction-based model, the company said. Ads will only appear on mobile, as the Instagram Store tab is a mobile-only feature. However, the number of ads that an individual consumer sees will depend on how they use Instagram and the number of people who buy from the Instagram tab. The company plans to monitor consumer sentiment on this point, in order to balance ads and content.

Initially, Instagram is working with a handful of US advertisers who will test the product and provide comments, including Away, Donny Davy, Boo Oh, Clare paint, JNJ Gifts, DEUX, and Fenty Beauty. These brands encompass some of the most popular product categories that Instagram users love to buy including beauty, home decor, pet products, travel, and more.

The company has yet to disclose an exact schedule for the more publicity rollout of the ads, but says the plan is to expand the new format to advertisers in other non-US markets over the coming months.

The Instagram Store tab has been one of the app’s most controversial additions in recent years, as it replaced the popular “Activity” tab (heart-shaped button) in the bottom navigation row – a change which made the app look more commercial than in the past. and alienated some users. Today, the creative community is weighing its options as Instagram moves further away from its photo-sharing roots with other new additions, like its TikTok Reels clones.


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