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Instagram introduces ads to the Shop tab

Ads will appear as tiles on the Shop tab home page, enabling browsers to click on the ad

Instagram has made a play for more advertising dollars after launching ads on the Shop tab for the first time.

The global roll-out empowers brands to showcase their wares to social media users who are already in the mood to browse.

It’s doubling down on its status as a home for small-screen shopping as numerous firms look to take their share of the booming social commerce space.

Ads will appear as tiles on the Shop tab home page, enabling browsers to click on the ad to be whisked directly to its product details page from where potential purchasers can read up on the item in question and browse additional photographs and products from the brand.

For anyone not quite ready to purchase immediately, Instagram has also provided a handy save feature to preserve the product on a personal wishlist or share it with their friends.

The international roll-out will encompass all countries where Instagram Shop is already in operation, and there is no requirement for participating brands to operate an Instagram Shop to participate.

The advertising embrace marks the latest stage in Facebook’s ongoing commercialization strategy to monetize every corner of its sprawling social media empire, with adverts already sprouting on Reels, Stories and Sticker Ads as well as in individual feeds, the Explore tab and suggested posts.

Partner brands including Fenty Beauty, Away and Donni Davy have already undergone pre-release testing for the new format, which can include either a single image or carousel in categories such as travel, beauty and interior decoration.

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