Instagram is finding more ways to connect to the consumer through ecommerce. Recently, Instagram launched a new shopping-enabled ad unit. This new ad format contains a video and/or a carousel showcasing brands’ individual products. Brands have the opportunity to showcase three product photos on this ad format. Consumers can then tap on the products to visit the brand’s site and buy them. The consumer also has the option to click on the ad and make a purchase without even leaving the platform.

This shoppable ad format was first tested on Facebook and received a lot of positive feedback from brands, so they have expanded to Instagram. Instagram is testing this ad format with a handful of advertisers, with plans to open it up to more advertisers in upcoming months.

Ecommerce is becoming more of a focus for brands as marketers find new ways to connect with consumers. The social “Collection” ads offer not only branding and awareness but also ecommerce, which could lead to real-time sales boosts and increased levels of engagement. This enables the shoppable ad to be targeted to the brand’s relevant audience, while also providing an easy shopping experience for consumers. This approach can lead to more valuable impressions and greater chances of a direct purchase.