Users depend on Explore to discover new content based on interests. Instagram announced on 16 May 2019 that the Explore tab has new algorithms that can help influencers, creators, and businesses reach its audience, depending on that user’s interests.

Source: Instagram

According to Instagram, over 50% of Instagram users view the Explore tab, which gives users an opportunity to see more relevant content.

On their blog, Instagram says that users will see a new navigational bar, which users can get access to IGTV or Shop with a push of a button. In addition, users can see different categories, which are based on their interests.

Instagram created a new interface to surf for IGTV videos easier on the Instagram app. On the other hand, the Shop button will give the users an opportunity to view brands from various industries.

The Explore tab also features Stories, which are personalized based on user interest. The feature will roll-out in the coming months.

Implications for Brand Marketers

Brand marketers will need to focus their marketing efforts towards connecting with new users from different markets. Also, it’s best that marketers publish quality content on their pages, which may garner good engagement (i.e. likes and comments), and would be featured on the Explore Tab.

The full features of the Shop tab are available to select markets and businesses, but its impact can help expose new users to their brand.