Instagram launches shopping in Reels, its TikTok rival


Instagram today is launching Shopping in Reels, its TikTok competitor. The new feature was announced in October as something the company had in the works, as part of an ongoing series of shopping-related updates to the Instagram app. With today’s launch, both businesses and creators will be able to tag products when they create Reels — the short-form videos that now have their own tab in Instagram following last month’s redesign.


The company says many Reels already feature shopping content, like fashion looks, makeup and skincare, or other product how-tos. When people view an Instagram Reel with this content, they’ll be able to now tap a “View Products” button to either buy, save or learn more about the featured products.


In addition, creators can add a “Branded Content” tag to their Reels to be transparent about when they’re working with a brand to promote their products, which is a form of paid promotion.

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