Instacart announced today that it’s rolling out a new “Shoppable Recipes” feature to launch new product integrations with TikTok and Hearst, which owns brands like Delish and Country Living. Starting today, select food creators on TikTok can start using the Shoppable Recipes feature in their videos through an integration powered by TikTok Jump, the short-form video app’s third-party integration tool.
Shoppable Recipes will allow food creators to link shopping lists into their TikTok videos. The new feature includes a button that adds all of the required ingredients needed for a specific recipe to a user’s Instacart cart. Creators will be able to choose recipes available on Tasty.co and other select sites. Instacart hopes to gradually roll out the pilot Jump to more TikTok creators, and in the coming months, creators will also be able to create and link to their own custom Shoppable Recipe content.
The company is also kicking off a partnership with Hearst Magazines’ main food and recipe properties. Hearst will integrate Shoppable Recipe buttons onto all of its recipe content on Delish.com, ThePioneerWoman.com, GoodHousekeeping.com and CountryLiving.com.Tech Crunch