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November 12, 2021

Support and Shop Black-Owned Businesses on Instagram This #BuyBlack Friday

BY: Instagram Business Team

San Francisco, CA

Update: Live Shopping is no longer available as of March 16, 2023.

This November, Instagram is hosting its annual #BuyBlack celebration to harness the energy of one of retail’s biggest days of the year, Black Friday, to promote Black-owned business all month long. Each Friday, Instagram will host Live Shopping events and curate collections from Black-owned businesses in the Instagram Shop tab. As a business, you can tune in, shop, and even find inspiration to do your own live shopping event or add a label to your shop on Instagram.

Support Black-owned businesses by tuning in to the #BuyBlack Friday Live Shopping events and by checking out our #BuyBlack collections found in the “Holiday Picks” section of the Instagram Shop tab all month long.

Tune in to see Live Shopping host Keke Palmer (@keke) interview an array of Black-owned businesses across the fashion, beauty, home and gifting categories, as they share their brand stories and help people find products for holiday gifting. And don’t worry, if you miss Keke going live with these inspiring businesses, you can find the shows in the Instagram Shop tab through the holiday season.

Keke Palmer

Inspired by these Live Shopping events? Learn how to host your own!

Using Live Shopping on Instagram can help you deepen connections with shoppers and drive sales in the moment of discovery. With Live Shopping, you can sell products directly from the app while doing a product demo, showing items in use, or telling the story behind your product all while engaging with viewers in real time. Businesses can save live videos after the live broadcast, so customers can continue shopping featured products from your profile.Live Shopping is available to all eligible U.S. businesses and creator accounts that use checkout on Instagram.

To learn more, follow our step-by-step guide on how to set up a Live Shopping session to reach new customers and drive sales this holiday shopping season and beyond. reach customers and this holiday shopping season and beyond.

Add the “Black-owned” label to your profile

If yours is a Black-owned business based in the U.S. with a shop on Instagram, add a “Black-owned” label to your profile to make it easier for shoppers and other businesses to discover you and engage with your shop.

Watch our tutorial below on how to add the “Black-owned” label to your profile.

Use the hashtag and the new #BuyBlack stickers to reach new users

Don't forget to use the #BuyBlack hashtag if you are a Black-owned business or want to show your support, and leverage the new #BuyBlack stickers in your Stories content to appear in Instagram’s own #BuyBlack Story and drive discovery.

To learn more about how to set up your own Shop to reach new users and drive sales this holiday season, please visit the Instagram for Business, Shopping Best Practices page.

BY: Instagram Business Team

San Francisco, CA