Social Content / Creative
@shop on Instagram
Instagram launched @shop in 2019 to celebrate small businesses and quality products through daily, organic social storytelling. As founding editor-in-chief, I defined the brand voice and vision, led the daily creative team (photo, copy and video) and scaled the brand to extend into live shopping activations with creator talent — as well as curated merchandising of over 1500 product collections on the Shop tab.
The @shop brand demonstrated best-in-class commerce content and product education around Instagram’s shopping functionality and features for a Gen Z audience. The engaged creator and founder community that grew around @shop led to Instagram’s first-ever consumer commerce event — pop-up @shop in 2022 (pictured below) — and several small business community-building events like 2023’s Female Founders Fair. By the end of its run, in 2024, @shop had 1.8M organic followers.
Pop-up @shop (May 20-21st, NYC) was Instagram’s first consumer-facing commerce experiential activation, highlighting 13 of the over 1k small businesses featured by @shop (1.8M followers) since it launched in 2019. Over 7k shoppers participated in the experience, which was featured on the Pix11 News.
