Today we’re announcing some big changes to Instagram – a Reels tab and a Shop tab. The Reels tab makes it easier for you to discover short, fun videos from creators all over the world and people just like you. The Shop tab gives you a better way to connect with brands and creators and discover products you love.
Instagram’s new layout announced today isn’t a massive overhaul and most people will probably adjust just fine… but the inclusion of Reels as a separate tab is super interesting and yet another way that Facebook and Instagram are looking to capture some of the virality and buzz around TikTok.
There’s not much conclusive data on Reels’ success or adoption so far (released back in August), but it is notable that it now has its own tab in an interface that hundreds of millions of active users visit daily (or hourly depending on your demographic).
Shopping also gets its own tab. Again, like the talk late in the summer about how Wal-Mart was interested in acquiring TikTok due to its ability to be a platform for e-commerce, Instagram is making it easier for users to make direct purchases from their app rather than the janky “link in the bio” workaround we’ve been using for years. I know I’ve personally made a few impulse buys of new camping gear or knives (looking at you, Smoky Mountain Knife Works) because of an Instagram Story or pic.
But take note that the landscape is changing ever so slightly from Instagram (and TikTok) being places of consumer-generated content to consumer buying and selling. That will continue, especially as we all hunker down in our homes this winter to avoid Covid outbreaks.