Instagram has always been a great place for discovery. People love to browse, explore and shop from businesses directly from the app. Over the past few years we’ve created organic shopping features to make it easier for people to discover and shop the moment inspiration hits. And now, there’s more than 130 million accounts tapping to reveal tags from Instagram Shopping posts every month.¹

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As part of our continued investment in building the best shopping experience, we’ll be testing the ability for shopping businesses to run their existing shopping posts as ads in Ads Manager. Starting today, a few select businesses will be able to test this experience in feed. Running these shopping posts as ads provides the same experience people already know and love. Shoppers that tap on these ads will be taken to a product description page within Instagram and can proceed to purchase from the business’ mobile site.

We’ve seen shopping behavior blossom with the organic shopping feature, and now we are excited to test this new ads experience with businesses. With these ads, businesses can reach their target audience and scale, showcase products through the shopping format and move people through the path to purchase with an experience so many Instagrammers are already familiar with.

This is just the first step in experimenting with shopping posts as ads and we will be monitoring community sentiment throughout the testing period. In the future, we plan to build and test checkout as part of these ads, making it easier for people to shop on Instagram.