Meta is introducing a new feature that allows select Instagram creators to tag products directly within Reels, adding another in-app shopping tool and reducing the need for external “link in bio” pages. The update is currently being tested in a limited number of markets, with broader expansion expected over time.
The feature enables creators to include clickable product links inside their videos, allowing viewers to explore or purchase items without leaving the app. According to Meta, a single Reel can include up to 30 product links, depending on the creator’s access and eligibility.
Product tagging moves commerce into Reels
The addition brings Instagram more in line with other short-form video platforms that already support in-video product linking. Instead of directing viewers to external pages, creators can now integrate product recommendations directly into their content.
Meta said the goal is to shorten the path between discovery and purchase by keeping interactions within the platform. The feature builds on earlier updates, including the introduction of multiple links in bios and product tagging in standard posts.
Eligibility for the feature is currently limited. Reports indicate that creators must meet certain requirements, such as having a public account, at least 1,000 followers and compliance with monetization policies.
No more external link tools
For years, Instagram’s single-link bio limitation led to the rise of third-party tools that allowed creators to host multiple links in one place. While Instagram has since expanded bio linking options, the new Reels feature further reduces the need for external landing pages.
By allowing product discovery and linking directly within content, the update changes how creators may approach affiliate marketing and brand partnerships. Instead of guiding viewers to profile links or external hubs, creators can now keep engagement and transactions within the same viewing experience.
Meta said it is not currently taking a commission on product links included in Reels. The feature is positioned as a way to support creator monetization and improve overall engagement on the platform.
The rollout remains in testing, with expansion planned throughout the year.