Instagram to Introduce Ads on Shop Tab Globally

Instagram began testing ads in its Instagram Shop tab earlier this month, and it was apparently satisfied with the results of the test, as the option will begin rolling out globally Tuesday (Aug. 24) in countries where the tab is available.

Ads will appear as tiles on the homepage for the Instagram Shop tab, and clicking on them will bring users to a product details page where they can get information on the item, view additional images and browse other offerings from the brand.

Products can be saved to users wishlists or shared with friends.

Instagrammers can hide or report ads in Instagram Shop by pressing and holding the title, which brings up a menu of options.

The test was limited to advertisers in the U.S., with participating brands including Away, Boo Oh, Clarepaint, Deux and Donni Davy.

Away senior associate of acquisition marketing Hannah Gardner said in an Instagram blog post Tuesday, “I’ve found the most success running ads in an environment where the consumer is already in a shopping mindset, which the Shop tab naturally attracts. 

The more frequently I can get in front of the consumer in that mindset, the better my potential for return on investment.”

August 25, 2021