Instacart pilots shoppable video feed
Instacart is enabling customers to shop meal ideas on its site using videos.
The grocery technology company is piloting a new short-form, vertical video feed offering called "Immersive Feed" that showcases meals and recipes. Customers can browse the video feed directly within select retail storefronts on the Instacart site and seamlessly add items to their cart.
Immersive Feed is available as 9:16 vertical video between five and 30 seconds in length. It is currently in early pilot with select Instacart brand partners and other curated content with plans to expand to more partners later in 2026.
Content in the Immersive Feed will be provided by Instacart brand partners including Hellmann's, Kettle & Fire, Rachael Ray Nutrish, and Siete Foods, with plans to expand to organic content through third-party partnerships and sponsored creator integrations. Brand partners can launch Immersive Feed campaigns directly through Instacart's Ads Manager portal, using existing vertical video assets or creating new ones.
This offering builds on the existing suite of Instacart Inspiration Ads solutions, initially launched in 2024, which promote product discovery through recipes, occasions and bundles, leading Instacart users to find inspiration for new cooking ideas.
[READ MORE: Instacart launches new inspiration-focused ad solutions]
According to Instacart data, its recipe ads deliver an average of 78% out-of-aisle impressions and 43% new-to-brand sales and occasion ads drive an average of 90% out-of-aisle impressions and 36% new-to-brand sales.
Instacart began offering CPG brands targeted access to its customers in 2021 and launched a self-service search ad platform in 2020.
“For more than a decade, people have come to Instacart for unmatched convenience, selection, and quality from their favorite grocers, and we've seen firsthand how much they love discovering new meal ideas and recipes along the way," said Ali Miller, GM of advertising at Instacart. "Snackable vertical video has transformed how people get inspired with new recipes or the latest food trends to bring into their kitchen. Our Immersive Feed brings that familiar experience directly into our shopping journey. Now, our brand partners can meet consumers at the moment of inspiration through our latest ad experiences that make it effortless to move from discovery to purchase."
Based in San Francisco, Instacart is a grocery technology company that partners with more than 2,200 retail banners across North America, representing nearly 100,000 stores.
