- Instagram says it wants to make shopping easier on the app with affiliate marketing.
- Select influencers can create shoppable feeds on their accounts and earn a commission.
- The platform began testing a “View Shop” button this month. Here’s how it works.
Instagram’s affiliate marketing test is expanding with a new feature: a shoppable landing page for influencers.
The “View Shop” button will appear on select creators’ pages as Instagram rolls out this test to influencers already onboarded with Instagram’s affiliate tools that began testing in the summer.
“It’s all about making it easier for people to shop,” Christina Cua, director of product marketing for business products at Instagram, told Insider.
Nicole Mehta, a fashion and lifestyle influencer with 105,000 Instagram followers, said she can get flooded with questions about the products she’s wearing or using in a post.
That’s why many influencers use affiliate links. Influencers often share these links on Instagram as a way to earn money by making a commission on any sales they drive.
Prior to Instagram testing its own native affiliate program, influencers relied on platforms like LTK or ShopStyle Collective for these links — as well as unique shoppable feeds, like LTK’s app. Some creators link to these third-party shoppable feeds right in their Instagram bios.
But Instagram’s latest test offers a platform-native option.
“Now I can also direct them to my shop and say, ‘Hey, this is what I have saved for you guys’ and it’s all in one place,” Mehta told Insider.”They don’t have to click through too much; they can just scroll to the item that caught their eye and check out right then and there.”
Mehta got access to Instagram’s broader affiliate test in June and saw that she could add the “View Shop” feature to her page last week, she said.
Creators with access to the tool will be able to make “collections” of products that are eligible for commission.
For example, Mehta posted a collection for a recent Revolve shopping haul she had shared. Ordinarily, she might save links to products from a haul in a Story Highlight on her account, she said.
Users can also sort through an influencer’s shop and collections by searching for specific products, or filtering by price or sale items.
Currently, influencers who already have a shop linked to their page (such as a DTC brand they own, or a merch line) also have a “View Shop” button on their account. But there’s not a way to list both your own shop, and an affiliate shop, Instagram said. The platform is exploring a way to let creators do both.
Instagram is also still slowly expanding its affiliate tests to more US-based creators.