An Instagram redesign will feature two new tabs to spotlight Shops, its eCommerce section, and Reels, its area for creators’ short videos.
“We don’t take these changes lightly – we haven’t updated Instagram’s home screen in a big way for quite a while,” Instagram said in a statement on Thursday (Nov. 12). “But how people create and enjoy culture has changed, and the biggest risk to Instagram is not that we change too fast, but that we don’t change and become irrelevant.”
The Shop tab lets users see recommendations from creators and shop right on the Instagram platform. There are also customized recommendations, curated editors’ picks and shopable videos.
Reels was previously integrated with the Discover tab. The new layout with a dedicated tab is intended to make it easier for users to find new videos from new creators. One single reel opens at a time and videos change by swiping, “similar to how TikTok works.”
The dedicated Reels tab was first launched in India in September, replacing the Search button.
The new layout relocates the Compose and Activity buttons to the top right corner of the screen, next to the Messenger button.
“We’re excited about the new design and believe it gives the app a much-needed refresh, while staying true to our core value of simplicity. We’ll continue listening to your feedback so we can keep improving Instagram for you,” said the statement.
In an effort to compete with TikTok, Instagram was reportedly offering financial incentives to creators with big followings as a way to woo them to the platform.
Reels was launched by Instagram in August as a way to compete with the exploding popularity of TikTok among trendsetters and young people. Reels launched in Brazil, Germany and France last year.
In a move to take advantage of the growing popularity of social commerce, Instagram partnered with the Software-as-a-Service (SaaS) platform BigCommerce to handle the checkout process. Instagram Shop was launched in July.
Shopping was added to Instagram TV last month, which is the platform’s standalone video app for Android and iOS smartphones. Shopping was also being tested in Reels.
