Social Media Marketing News

It's Official: Instagram's Navigation is Changing

By Jasmine Roberts

Updated on January 13, 2023

2 minute read

Adios, Shop tab 👋🏾

Published January 13, 2023

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Starting the year off with a bang, Instagram has announced a major change to its in-app navigation — the Shop tab is being removed. 

As of February, the Create button will return to the center of the home feed’s navigation bar, with Reels shifting to the right:

And while users are already celebrating the upcoming change to Instagram's navigation, this update may mean more than meets the eye — and here's why.

Why is Instagram’s Navigation Changing?

One word: simplification.

In 2023, Instagram's priority is to "bring people together" through content.

By removing the Shop tab, the platform is encouraging users to focus more on creating and connecting, rather than shopping.

The new navigation will now be:

  • Home

  • Search

  • Create

  • Reels

  • Profile

The shift away from shopping has been in the works for some time, as it was reported in 2022 that Instagram would be deprioritizing its shopping features.

That said, users will still be able to shop in the Feed, Reels, Stories, and ads. So it's not completely gone — just no longer front and center.

We can't help but wonder if the emphasis on the Create button is a subtle hint that photos will make a comeback in 2023? Will we see a better balance of photo and video content on the feed?

Either way, changes are afoot.

As Instagram sets out to achieve its 2023 goals, you can expect more modifications and tests to the app in the coming weeks — navigation is just the beginning.

We’ll keep you posted.

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