Instacart Launches Vertical Video Feed to Make Recipes Shoppable

The pilot program features 9:16 video clips ranging from 5 to 30 seconds. By integrating this format into retail storefronts, Instacart aims to capitalize on the success of its existing "Inspiration Ads," which have historically driven significant out-of-aisle impressions and new-to-brand sales. Brands such as Hellmann’s, Kettle & Fire, Rachael Ray Nutrish, and Siete Foods are among the first partners testing the surface, which can be managed directly through Instacart’s Ads Manager.

Ali Miller, General Manager of Advertising at Instacart, noted that the move is intended to meet consumers at the exact moment of discovery. Rather than forcing users to leave the app to search for ingredients seen in online videos, the platform keeps the entire purchase journey internal. The company plans to expand the feed beyond brand-provided content to include third-party partnerships and sponsored creator integrations later this year, shifting the shopping experience toward a more dynamic, entertainment-focused model.