Over the years, Instagram has revamped its design on several occasions, prompting varied feedback on maximizing product visibility from users and brands alike. In 2020, the platform’s decision to relocate the Reels button to the middle of the navigation bar and to replace the Activity button with the Shop button was met with widespread criticism. As part of the same overhaul, Tech Crunch notes, the Compose button and Activity tab were also “relocated to the top right of the home screen, making them harder to find.” Instagram justified its choices, claiming these changes would support maximizing product visibility for an “expanded suite of products.” Many users resented the update, pointing out that it switched the focus of Instagram from sharing photos to selling products. 

A few years later, Instagram seems to have gotten the message—Instagram has recently made a few notable changes to its in-app navigation. As of February, the Compose button (the plus sign “+”) will reappear in the center of the navigation bar, the Shop tab will be removed, and the Reels button will lose its spot on center stage; from now on, it will be located to the right of the Compose button instead. The 2023 redesign will essentially reverse the controversial modifications made in 2020. In a Reel posted last month, head of Instagram Adam Mosseri said these latest changes would “‘simplify’ the app and refocus its priorities to ‘bring people together over what they love,’” according to an article from NBC News.

 

View this post on Instagram

 

A post shared by Adam Mosseri (@mosseri)

What Does This Mean for Sellers?

It’s important to note that the removal of the Shop tab does not mean users can no longer shop on Instagram. In-app shopping and checkout features will remain the same, as will links connected to ads and business profiles; there simply won’t be a shortcut to shop on the navigation bar. A recent Comment Sold article explains, “Instagram users will now have to run across products organically or through targeted ads and won’t be able to discover items for purchase through the Instagram Shopping tab.” From an e-commerce perspective, the biggest challenge this presents for beauty retailers is their ability to reach new shoppers. 

Let’s take a look at a few solutions for maximizing product visibility on Instagram in light of the new update!

Switch to a business account.

If your brand is big enough, chances are you’ve done this already. But if you haven’t, now is the time. Unlike personal accounts, business accounts provide “data-driven audience insights and post analytics” that allow sellers to monitor the performance of their posts. You can also add business-related information including location tags and contact buttons to your profile, making it easier for customers to connect with you. Finally, business accounts feature a ‘View Shop’ button that enables shoppers to quickly browse through a brand’s products and make purchases directly from the app.

If you want to switch over to a business account, here’s how:

• Go to your brand’s Instagram profile.
• Click on the menu in the top right corner.
• Select Settings.
• Scroll down to the bottom and select Switch to Professional Account.

Optimize your profile.

Making a business profile is a great start, but there are many other ways to increase the chances of maximizing product visibility. Including keywords in your profile that highlight the kind of products you are selling increases your search ranking and improves your chances of getting noticed. Using hashtags, geotags, and interactive stickers like polls and quizzes will also increase engagement with your audience and attract more customers whose interests and/or locations are aligned with your brand.

Use multiple calls to action on your profile.   

Including a variety of calls to action on your profile makes your business more accessible and user-friendly.  Consider adding the following CTAs to promote your brand and extend your reach:

• Contact: Adding a “Contact” button to your page allows customers to DM you or call you with questions and concerns.
• Book: Schedule appointments, book services, or make reservations directly from your profile using the “Book” button.
• Shop: Eligible businesses can opt to include the “Shop” button, which gives customers the ability to shop directly from the brand’s Instagram profile without leaving the app.
• Email: Include an “Email” button on your profile to improve audience engagement.
• Get Directions: The “Get Directions” button makes it easy for potential customers to find your physical location. 
• Learn More: Encourage users to access additional information about your business via the “Learn More” button, which can direct them to your website, blog, or other online presence.

What’s the Deal with Reels?

Meanwhile, by moving the Reels button and recentering the Compose button, Instagram symbolically shifts its emphasis back to photo-sharing. One can’t help but wonder whether backlash from A-list celebrities had anything to do with these recent changes. In 2022, Kylie Jenner shared a picture that said: “Make Instagram Instagram again. (stop trying to be tiktok i just want to see cute photos of my friends.) Sincerely, everyone.” Although the image has since been deleted from the beauty mogul’s account—which happens to be the third most followed account on the app, according to the New York Times—it reignited a wave of backlash from power players and plebeians alike. 

The resultant uproar caught the attention of Messori, who maintained at the time that video was the future of Instagram. “I need to be honest,” he said. “I do believe that more and more of Instagram is going to become video over time.”

Whether you agree with Messori’s prediction or side with the celebrities on this one, the good news is this: Instagram isn’t getting rid of any of its essential functions. Promoting your business, maximizing product visibility, and attracting new shoppers to your profile is totally doable–it just takes a little strategy. 

Yay or nay to Instagram’s latest changes? Got your own tips or tricks to share on increasing brand visibility? Let us know in the comments — we want to hear from you!

Want to stay updated on all things Instagram? Check out the Digital category to read more and follow us on Twitter and Instagram @DigitalBeautyHQ!