SAN FRANCISCO — Instacart is introducing short-form video shopping to its advertising platform with the launch of Immersive Feed, a new vertical video experience that helps consumers discover recipes and meal ideas and seamlessly add featured products to their carts.
Currently in pilot, the new ad format appears in participating retailer storefronts on Instacart, allowing shoppers to browse short-form videos featuring recipes, seasonal meal ideas, and product inspiration. Shoppers can purchase featured ingredients directly from the videos, while brands can create campaigns using existing vertical video content via Instacart Ads Manager.
“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, General Manager 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.”
The launch expands Instacart's Inspiration Ads portfolio, designed to increase brand discovery and drive incremental sales. According to the company, Recipe Ads generate an average of 78% out-of-aisle impressions and 43% new-to-brand sales, while Occasion Ads deliver an average of 90% out-of-aisle impressions and 36% new-to-brand sales.
Immersive Feed features 5- to 30-second vertical videos from Instacart's more than 9,000 brand partners. The company said it plans to expand the offering later this year with organic content, third-party partnerships and sponsored creator integrations.
Among the first advertisers participating in the pilot are Hellmann’s, Kettle & Fire, Rachael Ray® Nutrish™ and Siete Foods.
“At Hellmann’s, we know consumers are increasingly discovering recipes and food trends through short-form video, and Instacart’s new Immersive Feed brings that behavior directly into the shopping experience,” said Cassie Booth, Retail Marketing at Unilever. “This tactic enables us to go beyond inspiration by pairing recipe videos with easy add-to-cart functionality, resulting in a seamless purchase journey.”
“Consumers don’t just want inspiration— they want an easier path from discovery to dinner,” said Niccoló Gloazzo, Director of Media and Omnichannel at Kettle & Fire. “Instacart’s Immersive Feed pairs the kind of recipe and creator content our community already loves with a seamless shopping experience. For Kettle & Fire, it’s an exciting opportunity to connect with people as they plan nourishing meals and discover ingredients to bring those meals to life.”
“Meal inspiration is most powerful when it’s seamlessly connected to action,” said Monica Gratzer, Senior Director of Performance Media for Rachael Ray® Nutrish™. “Being able to bring our delicious, home chef-inspired recipes for pets to life in a familiar, engaging video format and make every product instantly shoppable is a powerful combination. It allows us to tell a richer brand story and make it easier than ever for consumers to act at that moment of inspiration.”
“Recipes play a huge role in how we inspire consumers, and we’re excited about the opportunity to make them more shoppable and engaging. Less doomscrolling, more yumscrolling,” said Eric Le, VP of Growth Marketing at Siete Foods.
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