Instagram to test out ads in Shops tab

Posted on August 26, 2021


Social media giant Instagram is launching new ads in the Instagram Shops section of its app.

As reported by Tech Crunch, the photo and video sharing platform has announced that it’s in the midst of testing the new ads, which will include both stand-alone images and image carousels – as with the existing ads on the main feed.

Instagram Shops was first released in 2020 as part of Facebook’s efforts to make all of its platforms a place not just of connection, but also a hub for online shopping, complete with integrated checkouts.

In the same way as other ads on the Instagram platform, the ads in the Shops tab – which are being officially called Ads in Instagram Shop – will follow an auction-based model. As the Shops tab is only available on mobiles, the new ads will be too. Interestingly, the number of ads a person sees in the Shops tab will be dependent on two factors: how Instagram is used by the person, and the number of people shopping using the tab. Instagram will be monitoring these factors to ensure a balance of content and ads.

To start off with, a select number of advertisers in the US will be able to test the new ads and give feedback. These advertisers provide products that are most popular on Instagram Shops, including home décor, beauty, and travel. After a testing period, Instagram plans to roll out the ads to advertisers in non-US markets, so presumably, it won’t be long before they’re available to businesses here in the UK.

The new Ads in Instagram Shop offering will provide businesses with yet another tool for reaching potential customers across the web. Here at Engage Web, we provide a Facebook Ads creation and management service that can include ads on Instagram too. To learn more, get in touch today.

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