|"At Instagram, our focus has always been on young people and creators because they're trendsetters. Change is happening quickly right now, including how both of these groups use Instagram and engage with the world. This year, with the pandemic and much of the world sheltering in place, we've seen an explosion in short, entertaining videos on Instagram."|
Instagram might have inadvertently referred to TikTok when they said that they've "seen an explosion in short, entertaining videos on Instagram." But there's an increased usage in Reels (I've just recently seen one on my news feed), which then prompted Instagram to give the new feature more exposure on the home screen. You may also recall Instagram already added a dedicated Reels tab for Indian users in September.
For the new Shop tab, we know Instagram's been testing the feature since July so there's a limited-user testing already going on. Now everyone is getting the new tab, and tapping on it will take users straight through Instagram's new in-app shopping experience.
|"With the Shop 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."|