Millions of products with shopping tags are viewed daily on Instagram.
While Instagram Shopping was previously available for the feed and for stories, the shopping Functionality now extended to include IGTV.
Shopping evaluates IGTV auf
The new feature was communicated as part of Instagram’s 10th birthday and promises companies new opportunities to creatively place their products on Instagram while pushing their own online shop.
As with shopping posts in the feed, the appropriate products are marked in the IGTV Publisher. IGTV series formats are also possible, which put the presentation of products in the foreground.
According to Instagram, a third of all published content is videos. The link to Instagram Shopping makes IGTV more attractive for brands, as there is now a direct link to their own online shop. So it is easy to imagine that the presentation of products in IGTV will receive a significant boost. Similar to what we saw in the feed. It is important that the content produced continues to meet the requirements of IGTV. In other words, they have to be produced vertically, ideally published as a series and the products have to be creatively integrated.
Instagram COO Justin Osofsky comments on the shopping integration in IGTV as follows:
“Creators and brands contribute significantly to the unique culture on Instagram – people use our platform to get inspiration from them to let. With shopping in IGTV and Reels, it is now even easier to buy directly from videos. We want to help brands tell their individual stories, reach customers and thus earn a living.
Instagram COO Justin Osofsky
IGTV with shopping also for creators
In addition to brands and companies, creators can also Mark products in your IGTV videos. This offers new possibilities for your own products, but also for collaborations and campaigns with companies.
As is usual with a format like IGTV, creators often implement the videos naturally and more appropriately than companies. A combination with IGTV videos in the company account and in the Creatorn profile offers a good combination.
IGTV videos that contain product markings can also be found in the Instagram Shop and in an area in Explore. This increases the visibility of the product tags again.
Next Step: Shopping for Instagram Reels
Instagram also confirms that Shopping for Reels is being tested. So Instagram is taking a similar path here as with IGTV. Just a lot faster.
Shopping is an area in which Instagram has a clear lead over TikTok. This card is now being played and creators in particular should be happy. A direct opportunity to sell your own products on a channel is a great advantage. Instagram pushes Reels and if the shopping integration comes soon, this could convince many more creators of the new Reels format.
Blogger in charge at Futurebiz, speaker, author and senior digital & social media consultant at the agency BRANDPUNKT . Jan Firsching advises brands and companies on the development of digital and social media strategies. To Futurebiz Consulting
Blogger in charge at Futurebiz. Speaker, author and senior digital & social media consultant at the BRANDPUNKT agency. Jan Firsching advises brands and companies on the development and implementation of digital and social media strategies.