Introducing Reels and Shop Tabs

Today we’re announcing some big changes to Instagram – a Reels tab and a Shop tab. The Reels tab makes it easier for you to discover short, fun videos from creators all over the world and people just like you. The Shop tab gives you a better way to connect with brands and creators and discover products you love.

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. We’ve also seen an incredible amount of shopping move online, with more and more people buying online and young people looking to their favorite creators for recommendations on what to buy.

We first launched Reels a few months ago – and we’ve already seen amazing reels from creators, like roller skating with @esty, comedy from @cameronjhenderson, motivation from @paperboytheprince, and wheelchair choreography from dance team @rolletes_la. Now, we’re rolling out the Reels tab to be a kind of a stage, a place where people can share their creativity with the world and have a chance to break out and find an audience.

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.

We don’t take these changes lightly – we haven’t updated Instagram’s home screen in a big way for quite a while. But how people create and enjoy culture has changed, and the biggest risk to Instagram is not that we change too fast, but that we don’t change and become irrelevant. We’re excited about the new design and believe it gives the app a much-needed refresh, while staying true to our core value of simplicity. We’ll continue listening to your feedback so we can keep improving Instagram for you.