Whether they planned it that way or it is just a matter of coincidence, Instagram is set to release three new features to keep users scrolling through filtered photos on their phones, just in time for the 2018 holiday season. The updates include:
- A new collection tab for saving products tagged in posts or in stories
- The ability to shop directly from/through videos
- A new shop tab on a business page where users can visit a seller’s website to see all the products featured in a shopping post
Instagram product manager Layla Amjadi notes that all of these tools are aimed at addressing the company’s belief that there are two categories of shopping. According to Amjadi, these are “serendipitous” shopping and “window” shopping.
Amjadi comments that people often say that shopping is one of their favorite things to do on Instagram. More importantly, users are also finding different ways to use Instagram to shop.
For one, consumers can find a product either in a post or in a store and then tap the “save” icon (located in the bottom right corner) to save it to their collection. This “shopping collection” feature debuts this week for all global users. This will also allow for brands to see what products users are saving to purchase later.
The new shopping from videos feature will roll out as part of a beta, providing access to only a few businesses until the official rollout, which will extend the option all company’s by the end of the year. Furthermore, Amjadi makes sure to note that this tool is crucial to the “shopping journey on Instagram” because many of the beauty brands, for example, already use formats like this. For those brands it is a way to communicate and engage with users who might, for example, want to see how a makeup shade works with different skin tones; or how to apply the product.
The new Shop tab feature will also feature a list of all the products a business features in a particular post. And these product listings will not only link to the respective posts, but they also provide you with prices, all with the goal of making it easier to browse products without having to switch back and forth between your Instagram feed and the business’ website, etc.