Making Science

Instagram launches Community Content to enhance shopping

Gabby Fernie

Instagram's latest feature for businesses, Community Content, is launching in the UK today. 

Businesses can now add posts created by fans of its brand onto their product pages, helping users feel confident in making a purchase by showing them the style, fit, and quality of a product in real-life or on real people. 

Since launching in the US, Community Content has received positive feedback from businesses who say that the new feature has enhanced the Instagram Shopping experience and strengthened the relationship they have with their customers.

Community Content also democratises access to authentic user generated content, allowing businesses of all sizes to reap the benefits by inspiring customers and driving sales. 

Since the pandemic, many businesses have overhauled their digital presence, and had to rethink how they engage with customers. Instagram aims to support these businesses by constantly innovating new features and making the platform a place for shoppers, sellers, and creators to easily connect.