How to Take Advantage of Instagram's New 'Shop' Feature for Black Friday Brands will look to drive more early holiday sales on the platform.

Instagram has been changing, and it's now reflected in the layout. At the bottom of each user's screen, a shopping bag icon is wedged between "Reels" and one's personal profile, reflecting the platform's newfound emphasis on ecommerce. The Head of Instagram, Adam Mosseri, has noted on the company's blog that "with the Shop Tab, we're making it easy to get inspired by creators you love, shop on Instagram and support small business."

Users are more inspired and tuned in to their favorite influencers, creators and celebrities than ever, thanks to the growing number of hours spent on social media. Per Instagram stats, 70% of shopping enthusiasts turn to Instagram for product discovery, and 87% of people say that influencers have inspired them to make a purchase. This is the mark of true influence.

To learn more, I spoke with Elizabeth Prairie, the owner of Social Static, who has been closely monitoring the Shop feature's move to front-and-center for months. "Instagram's Shop feature will revolutionize the way we shop and choose which products we want to buy," she notes. "That's why it's so vital that brands jump on the bandwagon quickly to take full advantage."