Instagram’s Revamped Explore Tab Puts More of a Focus on Shopping and IGTV

Stories will be included in results for the first time

The new shopping (left) and IGTV (right) sections in Instagram Explore Instagram

Instagram revamped its Explore tab, putting more emphasis on shopping and its IGTV long-form video destination, as well as including Stories in its results for the first time.


The Explore tab now features a newly designed navigation bar, which includes shortcuts to shopping and IGTV, as well as topic channels, such as food, design and travel.


The grid is currently populated by photos, videos and shopping posts, and Stories will soon be added to the mix for the first time. Instagram will determine which Stories to add based on account similar to those already liked and followed by users, since there is no way to like Stories.

Tapping on Shop will bring up category filters including beauty, clothing and home décor.


And tapping on IGTV displays videos in a vertical scrolling grid, as opposed to the horizontal scrolling carousel in the previous design.


An Instagram spokesperson said, “This launch marks an important step forward for Explore, which is used by more than one-half of the accounts on Instagram every month. We’re investing heavily in Explore with the goal of making it the best online destination for your interests and making it evolve over time as your interests do, too.”

And Instagram product lead for discovery Will Ruben told Josh Constine of TechCrunch, “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 the Explore experience … 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.” David Cohen is editor of Adweek's Social Pro Daily.