In addition to creator shops on Instagram, the company also added new tools to streamline branded content creation on IGTV, Instagram Live, Reels, and Stories and an affiliate tool for creators.

With this rollout, Instagram users are now able to shop directly on all of the app’s features, including the Feed, Stories, Live, IGTV, and Reels. And in case you missed it, Instagram has also reformatted its app to give Reels the center position on its navigation tab (replacing the Compose button).

Instagram has rolled out Instagram Shopping for its long-form video platform IGTV, part of the company's push to make social commerce more central to the app.

eMarketer principal analyst Mark Dolliver and junior analyst Blake Droesch analyze Netflix's Q4 performance and talk about why Section 230 might get revoked, new UK child privacy rules, the fate of IGTV, the coldest temperature ever recorded and more.

eMarketer senior forecasting analyst Peter Newman and junior analyst at Insider Intelligence Blake Droesch discuss how the pandemic affected Americans' social networking behavior and where the major platforms now rank. Then, Blake talks about Facebook allowing cross platform messaging between Messenger and Instagram, shopping on Reels and IGTV, and a Delta Air Lines social media post.

When it shuttered the ill-fated IGTV app in October, it paved the way for video to be just video on Instagram. Reels, its answer to TikTok, remains separate from other forms of video on Instagram for now, but creating artificial distinctions based on time limits is a recipe for fracturing audiences and confusing consumers (not to mention the marketers building video assets). Predictions.

IGTV ads bonus: US creators who sign up for IGTV ads on Instagram will receive a one-time bonus. Badges in Live bonus: Creators who meet certain milestones with badges, Instagram’s tipping program, in their live videos will receive an extra payout. Reels summer bonus: US creators who use Reels can earn an additional payout based on how their Reels perform.

Reels, IGTV, and feed videos are publicly visible until they are archived or deleted. Stories are grouped by account and shown in chronological order, whereas Reels are served algorithmically. Reels, Stories, and feed videos tend to be short; IGTV and Live videos are longer. Stories, feed, IGTV, and Live videos are designed to be shared with a user’s existing audience.

“You can use Instagram Stories to promote IGTV videos or an upcoming Instagram Live. I can also use Stories to create supplemental content, such as behind-the-scenes content, and then push people to go over and watch the full video on IGTV. Stories can be a promotional vehicle out of Instagram, too.

It now has five separate places where users and marketers can incorporate video: the feed, Stories, Live, Reels, and IGTV (just launching in the UK). It’s a little amorphic, with differentiation between the products becoming a bit of a struggle, but it appears to have paid dividends for Instagram with regard to its ad revenue performance.

Instagram added several new features to its branded content tools on IGTV, Instagram Live, Reels, and Stories, per a June Adweek report:. Creators can now tag up to two brands in one piece of branded content, and each brand can see the other one before approving.

On Instagram, for instance, they include the feed, Stories, Reels, and IGTV. And it gets complicated from there; Reels videos can be added to Stories, and so can IGTV videos. On Snapchat, the options are a bit more streamlined but mostly involve creating paid ads. In addition, videos on one platform can be repurposed into Stories on another.

Instagram now offers five separate places users and marketers can incorporate video: the feed, Stories, Live, Reels, and IGTV (recently launched in the UK).

Shopping is now available across many of its other features including IGTV, Live, and Reels. Shoppable Instagram feeds, which let merchants tag up to five products per image, launched in Canada in September 2020. The feature enables users to advance through the purchase journey up until checkout, which takes place on the merchant’s online store.

With this rollout, Instagram consumers can shop from posts on its feed, Stories, Live, IGTV, and Reels. On TikTok, the nascent opportunities in livestream commerce and creator-led commerce are worth exploring.

It has Reels, Stories, IGTV, Live, and video posts, all of which live in different parts of the app and have different use cases. Vertical swiping was popularized by TikTok and is how users navigate through Instagram’s short-video feature Reels. As short video could eventually overtake Stories in popularity, Instagram could be looking for a way to integrate the two.

IGTV, its place for longer-form video, has yet to incorporate advertising, over a year after its launch. IGTV has also been plagued by slow user uptake and muted support from creators. “It has not caught on as much on the consumer side, and certainly we have not seen it catch on on the influencer side,” Activate’s Lee said.

But considering that Facebook Watch is free—as is IGTV—the lackluster uptake is still concerning heading into 2020. Grade: D. From Public to Private Messaging. As 2018 ended, we were curious how Facebook would tackle the growth of private sharing in social media.

eMarketer senior forecasting analyst Oscar Orozco shares our latest ad spend estimates for Instagram and the platform’s focus on opening new ad inventory.

These included a range of shopping tools on Facebook’s properties, ads on Instagram’s IGTV, new video ad formats and AR advertising capabilities on Snapchat, and new or improved ad formats on Twitter, such as Branded Likes and redesigned Amplify video ads.

Instagram launched ads in IGTV, its longer-form video service. The move came after Instagram removed the IGTV shortcut from the upper-right corner of its app in January this year, likely due to low usage rates. But the introduction of ads means that users are likely finding and engaging with IGTV content through other means, like previews in their feed, creators’ profiles and the Explore tab.