Instagram’s Future as a Social Commerce App Looks Murkier Than Ever

The platform needs more monetization tools

Eight years ago, Instagram was nothing more than a new social media app designed to share grainy photos of food, friends and family. A billion-dollar acquisition and several years later, Instagram is turning into a leading contender in the social commerce space, with the platform evolving from a place for influencers and normals to one where brands can thrive and create whole businesses.

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This story first appeared in the October 22, 2018, issue of Adweek magazine. Click here to subscribe.