Instagram Prepares Feature for Direct Shopping from Reels, Similar to TikTok Shop

Instagram is beginning to introduce a new way for creators to sell directly from content, without relying on “link in bio” anymore. In the future, creators will be able to pin direct shopping product links within Reels content, allowing viewers to buy products without exiting the app. This feature makes Instagram’s operations increasingly similar to TikTok Shop, where products are displayed directly in video content and can be accessed with a single click. Previously, Instagram creators relied on third-party services like ShopMy or LTK to manage various product links they promoted. Typically, these links were placed in the comments column or directed to the profile page via captions reading “Link in bio”. This method required users to switch pages first before accessing the products. However, with this new feature, Meta enables the entire process to be done directly within the content. This means users no longer need to open the creator’s profile or other pages just to find shopping links. For creators, this change opens up greater monetisation opportunities as they can directly earn commissions from every purchase originating from the content they create. On Facebook, creators can link their affiliate accounts with brands and tag those products in Reels content or photos. Approved products will then appear directly on the content in the form of floating clickable bubbles. However, in the initial stage, this feature is limited to certain brand partners. In the United States, for example, the programme will start with products from Amazon. It will then expand to Temu and eBay in the coming months. Meanwhile, on the Instagram platform, creators are given greater flexibility. They can add up to 30 products in a single Reels video upload. Instagram creators can also directly copy and paste their own affiliate links for each product. However, note that the linked products must already be registered in Meta’s commerce catalogue. On one hand, users will indeed find it easier to discover and buy products they see in content. The process from watching to shopping becomes more practical as everything is done within one app. On the other hand, Instagram and Facebook could potentially feel increasingly like shopping platforms. Content that previously focused on entertainment or information could become filled with promotional elements. This makes Meta’s flagship social media apps duo increasingly similar to TikTok, where product links now frequently appear in various videos and become part of the digital platform browsing experience. Nevertheless, Meta states that this feature can also provide new insights into user behaviour, as gathered by KompasTekno from Engadget. A Meta spokesperson stated that the company currently does not take a share of creator sales through this product link feature. However, it is not impossible that data from this activity will be used to strengthen their advertising business.