Product tagging debuted on the platform in 2016 as its initial foray into e-commerce. Until now, only businesses and creators could tag products in video posts, stories and reels.

Of its 2 billion monthly active users, Instagram has an estimated 159 million users in the U.S., according to Statistia.

Why we care. Instagram said that 1.6 million people are already tagging at least one product per week. By making product tagging available to everyone in the U.S., this number will likely skyrocket as users learn of and use this feature. This is yet another way for brands and businesses to be discovered organically on Instagram. So if your brand isn’t set up for Instagram Shopping, there’s no better time than now to test it.

How to tag products. After creating a post, users would tap the “Tag Products,” tap the product in the video or image, then search for the product from the shop to add a tag. Instagram users who see a product tag can tap it to buy the product within the app.

Control for brands and businesses. Whenever one of your products is tagged, Instagram will notify you on your profile. Want to turn off product tags? You can in your account settings. By default, it is set to Allow all.