Instagram’s pivot to Stories continues with an overhaul of Explore designed to let users dig deeper into their niche interests. Stories are now eligible to show up in the Explore tab for the first time, giving creators a way to get discovered through their intimate, silly, behind-the-scenes content instead of just their manicured feed posts. Since Stories themselves don’t get Likes, Instagram will personalize which Stories you see on Explore by showing accounts similar to ones you do Like and Follow. We’ve got more tips on how the Explore Stories algorithm works below.
Additionally, Instagram Explore is getting a redesigned navigation bar up to with shortcuts to Shopping and IGTV first, followed by channels for topics like Travel, Food, and Design. In a nod to how central Instagram sees Shopping and IGTV to its future, those categories will also get big square portals inset within the Explore grid. Tapping these squares or shortcuts for Shopping reveals category filters for specific proucts like Clothing, Beauty, and Home Decor. For IGTV, they pull up an new vertical scrolling IGTV discovery grid to contrast with its old horizontal scrolling carousel.
The goal is that “Explore shows you the full breath of content on Instagram that are relevant to your interests” says Instagram product lead for discovery Will Ruben. The more creators you discover through Explore, the more you have to look at on Instagram, and the more ads you end of seeiing. “These changes also signal the future direction we’ll be taking with Explore. We’re really investing in making IGTV and Shopping a big part of Explore experience. A home for Instagram’s big bets like Shopping and IGTV. We want to provide a more immersive experience so people can actively engage with content and be more specific about what they want to discover.” That should quiet questions about whether Instagram will abandon IGTV after a lackluster first year in the market.
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