Instagram is working on making its video-based products, Reels and IGTV, shoppable, giving content creators and brands another tool to monetize their work.
While the company plans to make Reels shoppable starting later this year, it is allowing users to shop through IGTV starting yesterday.
Content creators can add shopping tags to their posts, which can be clicked on to shop and pay either through Instagram or through a merchant’s website.
The rollout of the feature comes on the heels of a similar effort by Instagram, wherein the social media app rolled out an exclusive “Shop” tab on the home screen. The company already allows users to shop via Instagram posts, Stories, Live and through its Explore feed, CNBC reported.
The Facebook-owned company’s rollout of these shoppable features is aimed at putting itself in a better place to compete with TikTok, which began testing shopping on its platform last year. Levi’s was the first brand to work with TikTok on enabling its user’s shop through its app.
While Instagram continues to dominate the U.S. market, TikTok’s rise in popularity is turning it into a formidable competitor. TikTok is currently used by 80 million users in the U.S., which is just 40 million less than Instagram.
TikTok is seeing this growth despite the Trump administration’s continued efforts to reign down its use in the U.S. market.
In late September, President Trump approved a plan for the China-based ByteDance to sell its U.S. operations to Oracle and Walmart.
If the deal goes through, Oracle will acquire a 12.5 percent stake in a newly formed TikTok Global and will provide cloud support to the app. Walmart, meanwhile, will acquire a 7.5 percent stake and will provide eCommerce fulfillment and payments support. The deal, however, is still subject to approval from the Chinese government.