The company says it’s currently testing the new format, which includes both single images and the option for an image carousel, with select US-based advertisers ahead of an expansion to other markets in the months to come.
The company first introduced Instagram Shops in 2020, as part of a larger effort at Facebook to make its social platforms not just a place to connect with friends and follow favorite brands, but also an online shopping destination with an integrated checkout experience. Naturally, this type of initiative also lends itself to Facebook’s advertising model, as brands looking to connect with consumers could pay for expanded reach.
Like Instagram’s other advertising products, Ads in Instagram Shop will launch with an auction-based model, the company says, cited by TechCrunch. The ads will only appear on mobile, as the Instagram Shop tab is a mobile-only feature. Initially, Instagram is working with a handful of US advertisers who will test the product and provide feedback, including Away, Donny Davy, Boo Oh, Clare paint, JNJ Gifts, DEUX and Fenty Beauty.
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