Topics · How it works
Product recommendations
Contents
Product recommendations on Instagram are suggestions of items people might want to discover or buy.12 Instagram has described several routes to finding products: suggestions tailored to shoppers, searches using images, and collections chosen by people.134 Instagram’s undated Help Center explains that suggested product content is influenced by activity across Meta products.1
Personalized suggestions and where they appear
Instagram’s Help Center says suggested products may appear in Feed, Reels and Explore, including products similar to the items featured there.1 In July 2020, Instagram introduced Instagram Shop in Explore as a destination offering personalized recommendations, with collections and products from brands and creators based on the accounts a shopper followed and businesses using Instagram Shopping.2
How it has changed
Curated product discovery
Instagram’s curated product discovery includes @shop, launched in May 2019 to present emerging brands, founders, products and trends, with selections inspired by the shopping community’s interests in fashion, beauty, home decor and other categories.4 Instagram said every featured product included a product tag that people could tap to shop.4 Its description of Editors’ picks offered another editorial route: trend-focused product collections assembled by Instagram’s tastemakers.3