Instagram adds Community Content feature for businesses

Anne Freer | May 17, 2021

App Business

Instagram is expanding its features for businesses in the UK and launched Community Content.

The feature allows businesses to post content created by fans onto their product pages.

This could help retailers and brands show off good feedback from customers but also verify the fit and style of clothes and make-up. It’s like influencer marketing for free and everyone’s an influencer.

Businesses who tested the feature in the US, said that Community Content has helped to improve the shopping experience and customers report better relationships with retailers as a consequence.

Because content is user-generated, customers are more likely to trust the reviews.

The addition follows a series of shopping updates across the popular imaging app including a professional dashboard for businesses and creators and a dedicated shop tab that was launched late last year.

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