Instagram brings shopping to Reels, IGTV as commerce commands social spotlight

Dive Brief:

  • Instagram is expanding shopping capabilities to Reels, its new feature for sharing short video clips, and livestreaming service IGTV, according to an announcement shared with Marketing Dive via email.
  • The e-commerce offerings are available globally on IGTV now and will start tests on Reels later this year. IGTV allows viewers to tap items they see in videos and complete their purchase either through Instagram’s direct checkout feature or the seller’s website, per the announcement.
  • The timing of the news could allow Instagram parent Facebook to better seize on a holiday season that will skew virtual this year due to the coronavirus pandemic, and build out a stronger bet against mobile competitors like TikTok.

Dive Insight:

Facebook opening shopping capabilities on Reels and IGTV is unsurprising given how central e-commerce has become to Instagram’s growth strategy. The timing is still interesting, suggesting Facebook is looking to carve out a

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