The news: Instagram now allows creators to use affiliate links to tag products in Reels and earn commissions on resulting sales, platform head Adam Mosseri announced last week. This marks Instagram’s second attempt at an affiliate program after sunsetting its previous experiment in 2022.

Why now? Instagram is keen to capitalize on the booming social commerce opportunity. We expect social commerce sales to surpass $100 billion for the first time this year, while more than half of social network users will also be social buyers.