Instagram begins testing ads in its Shop tab


Commercial ads may soon be introduced in the Store section of the popular social media app, Instagram. The mobile-only functionality will be introduced to the global market in the coming months.

The Instagram shopping feature launched in 2020, with the ability to pay customers in the app and for fashion brands and other retailers to tag products on their feed. Ads in the Instagram store will continue with the regular Facebook ad system, where businesses can control what is seen by potential customers through Facebook Ads Manager, with the typical bidding model used to determine how the ad should be displayed.

As with other advertising formats, the casual Instagram user will only see advertisements on the app related to their personal experiences and interests. To make sure the ads are balanced, the company will monitor the rate of people buying in the app versus the number of ads a person sees on their trip.

The new advertising opportunity is currently being tested among US-based retailers, including DEUX and Fenty Beauty, with the goal of expanding to more markets in the coming months, TechCrunch reports. There is no fixed date yet for when it will be available internationally.

Reels, the TikTok-inspired feature built into the app last year, also recently implemented a similar ad feature in its format. Launched in June this year, businesses could begin to reach a wider audience through a full-screen viewing experience, with ads placed in the middle of the reels that engage the viewer.

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