You may have noticed that Instagram has rolled out YET another new update, as per Mark Zuckerberg’s M.O. of taking a platform in perfect operating function and slowly but surely deteriorating its appeal to the masses. First we lost chronological posts, then we lost the ability to see the activity of those who we follow, then we saw Instagram try to copy TikTok with Reels, and now they have introduced a completely new feature: the shopping tab.
“The Shop tab gives you a better way to connect with brands and creators and discover products you love. With the new tab, we’re making it easy to get inspired by creators you love, shop on Instagram and support small businesses. You can find personalized recommendations, editors’ picks curated by our @shop channel, shoppable videos, new product collections and more,” Instagram wrote in a post. The shopping tab is essentially a shopping cart that you would find on any retail website. It has a complex algorithm that takes into account who you follow on Instagram, products that you’ve previously looked at, and the demographic that you fit based on who you are and both of those factors.
Its advent coincides with a rather hefty migration from in-person shopping to online shopping. The COVID-19 pandemic has obviously maintained its impact in several areas of our lives, perhaps the largest being the way in which we consume products. With the inability to physically enter stores coupled with the public’s inability to comply with CDC guidelines, Instagram has made a bid to claim some real estate in the e-commerce space.
Going further, Instagram has always been a place for people to show themselves living their best lives. The pandemic has led to a rapid decline in organic posting from users only to be overtaken by those who don’t rely on posting the highlights of their lives (namely corporations, media companies and meme enterprises). Ultimately, this may lead to an investment in social media campaigns and targeting. Instagram has adopted the same business model as Facebook, making its money off of advertising impressions. This feature will ultimately entice more brands to participate in product tags, resulting in more conversions and product sales.
Many people have had a pretty adverse reaction to this feature, as with most major changes to social media platforms. One prominent name being Tyler, The Creator, who said “”this update is stupid. why the fuck would you put that corny reels shit right there @instagram and the shop from insta? like brooo i get it get cho money baby but give us the option to retain a layout that’s just for pictures and friends sheesh,” in an Instagram story. The ‘shop’ tab has taken the place of many users’ loved ‘notifications’ tab that has solidified Instagram as a status-based platform for years. This novile tab feature further cements Instagram as a social media that doubles as a retail space. For quite some time, users have longed for the experiences of other people, the clothes of other people, the lives of other people. Instagram capitalizes on that by taking items you have shown even the slightest interest in by saving these products in a VERY centralized location that continues to grab your attention.
Though many are not in favor of this moment in tech evolution, as coronavirus cases continue to rise and we ultimately head toward a quarantine-style lockdown again, it’s important for consumers to consume consciously. This is an opportunity to be more mindful of what we look at so that an algorithm can correctly interpret your sense of style and consumption. It also provides smaller businesses with the chance to enter a more competitive retail space. You might be able to find some pieces that really fit your sense of style by attempting to hijack the algorithm and teach it what you really like by engaging more with accounts that fit your sense of style.