Instagram has begun testing a feature which gives creators the ability to tag the products that they are wearing, so their followers can shop directly from their posts.
The Facebook-owned app first introduced a shopping functionality at the backend of 2016, enabling 20 US-based retail brands to trial bringing product links to photos before expanding the functionality to all US brands. A year ago, it extended the feature to the UK, Australia, Brazil, Canada, France, Germany, Italy, and Spain.
However, the previous iteration of the feature only enabled brands to tag products. This latest feature extends the ability to creators as well. These creators include the likes Gigi Hadid, Kim Kardashian West, Kris Jenner, Kylie Jenner, GQ, HypeBeast, Refinery29, and Vogue, as well as Leesa Angelique – known as @saythelees – who said:
“It's my job to share beauty secrets and tips. I'm usually writing long, detailed captions about the latest products I've been using. Having this tool just makes it that much easier to let everyone know what I'm wearing and from where – down to the shade.”
Instagram has also launched a new camera design, which includes a feature that provides an easy way to share without a photo or video called ‘Create Mode’. The updated camera design is aimed at making it simpler for users to use tools such as effects and interactive stickers.