Instacart (NASDAQ: CART) has introduced a short-form vertical video feature called "Immersive Feed," currently in early pilot as part of its advertising product suite. The feature allows consumers to browse recipe and meal content within retail storefronts on the platform and add items to their cart directly from the video feed.

Hellmann's, Kettle & Fire, Rachael Ray® Nutrish™, and Siete Foods are among the first brand partners participating in the pilot. Content is formatted as 9:16 vertical video, ranging from 5 to 30 seconds in length. Brand partners can launch campaigns through Instacart's Ads Manager using existing or new vertical video assets. Instacart said it plans to expand the feature to more partners later this year, with additional plans to include organic content through third-party partnerships and sponsored creator integrations.

The new ad surface builds on Instacart's existing Inspiration Ads portfolio. According to data from all third-quarter 2025 campaigns cited in the press release, Instacart Recipe Ads delivered an average of 78% out-of-aisle impressions and 43% new-to-brand sales, while Occasion Ads drove an average of 90% out-of-aisle impressions and 36% new-to-brand sales.

"Snackable vertical video has transformed how people get inspired with new recipes or the latest food trends to bring into their kitchen," said Ali Miller, General Manager of Advertising at Instacart. "Our Immersive Feed brings that familiar experience directly into our shopping journey."

Instacart, registered under the corporate name Maplebear Inc., partners with more than 2,200 retail banners representing nearly 100,000 stores across North America.