Instagram Feed

The Instagram Feed module lets you bring your Instagram content straight to your Shopify store. Connect your Instagram or Meta for Business account, create a feed, choose which posts appear, tag products to make posts shoppable, and display everything in a customizable widget on your storefront. Photos, Reels, and carousel posts are all supported, and the feed stays in sync with your account automatically. The module is available on all Customer Photo Uploader plans.

Note: Instagram Feed is currently in Beta. You may notice the Beta label in the app navigation. The functionality is fully available, and we keep improving it based on your feedback.

Connected sources

Before creating a feed, connect at least one source on the Instagram feed page:

• Instagram connects a single Instagram account directly.

• Meta for Business connects your Meta business portfolio. If it has several linked Instagram accounts, each of them becomes available as a separate source for your feeds.

Click Connect next to the source type, log in on the Meta / Instagram authorization page, and you'll be redirected back to the app with the source marked as Connected. The app keeps the connection alive automatically, so you don't need to reconnect regularly.

A connected source row shows the account name and the Connected badge. For Meta for Business with several linked Instagram accounts, the row also shows how many more accounts are connected. The three-dot menu next to each source offers two actions:

• Reconnect runs the authorization again. Use it to restore access or to pull in the latest state of your Meta portfolio, for example after linking a new Instagram account to it.

• Disconnect removes the source. Feeds based on it will switch to the Connection error state, and their tagged products and hidden post settings will be removed.

If the app loses access to an account (for example, the account was disconnected on the Meta Business side), the source shows a Connection error badge, and feeds based on it stop updating. Click Reconnect to go through the authorization again, or restore access on the Meta Business side first if it was removed there.

Theme app blocks status

This block shows whether the Instagram Feed App Theme Block is enabled in your current theme:

• Enabled means the app block is active and your feed can be displayed on the storefront.

• Disabled means the feed isn't placed in your theme yet. Click Activate to open the Shopify Theme Customizer and enable the block, then return to the app. The status refreshes on the next page load, or click the re-scan icon to update it instantly.

Use View Theme list to check the status across all your themes.

Feeds

Once a source is connected, the Create feed button becomes active. Give the feed a name (up to 100 characters) and choose one of the connected Instagram accounts as its source. You can create several feeds for different scenarios, for example a general feed for the homepage and a seasonal one for a campaign landing page.

Each feed is linked to one source. Every feed card shows the source account, a preview of the latest posts, and the Manage feed button that opens the feed's detail page.

If the feed's source loses connection, the card shows a Connection error banner instead of the preview. Reconnect the source in the Connected sources block, or delete the feed via the three-dot menu on the card.

To delete a feed, open the three-dot menu on its card and select Delete feed. Your Instagram photos won't be affected: only the feed and its settings (tagged products, hidden posts, theme placement) are removed.

Managing a feed (Feed Detail)

Click Manage feed on a feed card to open the feed's page. Here you curate the content and control how much of it appears on your store.

Feed information

• Feed name can be edited at any time.

• Feed display limit sets the maximum number of posts shown on your store, from 1 to 50 (12 by default).

• The Hidden and Displayed counters show how many posts from the current selection are hidden by you and how many are visible to customers.

• Last synced shows when the feed was last updated from Instagram.

Keeping the feed up to date

The app syncs your posts automatically every hour. To pull fresh posts immediately, click Refetch at the top of the page. While the feed is updating, the current images stay visible under a loading overlay, so you always see what's in the feed.

If the latest sync didn't go through (for example, due to a temporary Instagram API error), the page shows a Sync failed note with the date instead of Last synced. Just refresh the feed to try again.

Feed content

All imported posts appear in a grid, newest first. For each post you can:

• Show or hide it on your storefront with the visibility toggle. Hidden posts stay in the feed grid but are not displayed to customers.

• Pin it to the top. Pinned posts are shown first, both in the admin and in the storefront widget. You can pin up to 3 posts per feed, and pins are kept when the feed syncs. The same post can be pinned in one feed and unpinned in another.

• Tag products. Click the shoppable button on a post card to link up to 4 Shopify products to it. Use search or Browse to pick products, and remove them anytime. Links are per feed: the same Instagram post can have different products tagged in different feeds.

• Preview it. Hover over a post to see its likes and comments count and open a quick view of the post, including Reels and carousels, without leaving the page.

• Open it in Instagram via the link icon on the card.

Filters and search

Use the filter above the grid to narrow posts down: All, Has products, No products, Posts, Reels, Album, Visible, Hidden. Combine it with the caption search to find specific posts by their text, hashtags included.

Storefront widget

The Instagram Feed widget is an App Theme Block that you place in the Shopify Theme Customizer on any page template you like. Pick which feed the block displays, then adjust its settings:

• Widget and Demo mode. Select the feed to display. Turn on Demo mode to preview the block with demo data right in the theme editor, before your feed has content.

• Header. Show or hide the widget title and subtitle, edit their text and alignment, and add an optional button with your own label and link. To keep the design consistent, you can reuse your theme's button CSS classes.

• Gallery layout. Slider, Grid, or Masonry, with separate items-per-row settings for desktop and mobile and an optional limit on the number of rows (by default the Slider shows 1 row, Grid and Masonry show all).

• Media format. Display tiles as 1:1, 9:16, 4:5, or 3:4, and fine-tune the look with the media border radius and the gap between tiles.

• Video autoplay. Choose how videos start playing in the gallery: Off, On hover, or Auto.

• Lightbox. Enable the full-screen gallery that opens when a customer clicks a post, and choose what appears in it: post details, shoppable products, and post stats (the number of likes and comments for each post).

• Slider navigation. Show navigation arrows and dots on desktop, mobile, or both.

In the lightbox, customers see the post with the Instagram account avatar and name in the header. They can browse carousel posts, control Reels sound, check the post's likes and comments, and open the tagged products with the Shop Now button leading to the product page.

The widget is built with performance in mind: images load lazily, media is served from a fast cache, and an empty feed simply hides the widget on the storefront while keeping it visible in the Theme Customizer for setup.

Legacy themes

Using an older theme without Online Store 2.0 support? Instagram Feed works there too. Enable Legacy Theme Mode on the Settings page, add the <div id="gwa-cpu-instafeed"></div> placeholder to your theme code, and activate the CPU - Instagram Feed App Embed Block in the Theme Customizer. See the Legacy Themes Mode guide for the full walkthrough.

FAQs about Instagram Feed

Which Instagram accounts can I connect?

You can connect an Instagram account directly or connect your Meta for Business account. With Meta for Business, every Instagram account linked to your business portfolio becomes available as a separate feed source.

How often does the feed update?

The app syncs your posts from Instagram automatically every hour. To see new posts immediately, open the feed and click Refetch.

How many posts can I show on my store?

Each feed shows up to 50 posts. Set the exact number with the Feed display limit on the feed's page.

Can I choose which posts appear on my store?

Yes. Hide any post with the visibility toggle, pin up to 3 posts to the top of the feed, and use filters and caption search to quickly find the posts you need.

Can customers buy products from the feed?

Yes. Tag up to 4 Shopify products on any post. When a customer opens the post in the widget, the tagged products appear next to it with a Shop Now button.

What happens to my Instagram photos if I delete a feed?

Nothing. Deleting a feed only removes the feed and its settings in the app. Your Instagram account and its content are never affected.

Will the Instagram Feed widget slow down my store?

No. Images load lazily, videos use lightweight preview posters, and media is served from a fast cache, so the widget doesn't hold back your page speed.

Can I show likes and comments on the feed?

Yes. The widget can display the number of likes and comments for each post. You can turn this on or off anytime with the Show post stats setting in the Theme Customizer.

Which plans include Instagram Feed?

Instagram Feed is available on all Customer Photo Uploader plans. You can create several feeds for different pages or campaigns.

Can I import posts by hashtag or mentions?

Not yet. In the current version a feed shows posts from a connected account. Hashtag and mention feeds are on our roadmap.