Instacart Immersive Feed: 9:16, 5 to 30 s, a recipe clip from a photo

Instacart's Immersive Feed takes vertical 9:16 video between 5 and 30 seconds, and Instacart describes it as an early pilot with select brand partners. If you are a grocery or food brand and expect to get in, prepare a short recipe-style clip now. You can make one from a single pack shot with the Sume video API, then keep it ready as an existing vertical asset.

What does Instacart say?

Because it is a pilot, check with Instacart whether your brand can book it.

How do I make a clip that fits?

Use POST /v1/videos with your pack shot as a first_frame, aspect_ratio: "9:16" and a duration inside both limits. seedance-2.5 accepts 4 to 30 seconds, so ask for 5 or more to stay inside Instacart's range. Confirm what your chosen model lists with GET /v1/videos/models.

Write the prompt as one simple cooking moment, such as stirring a jar of sauce into a pan. Ask for no text on screen, because the feed is where the shopper sees the product and the add-to-cart button, not your caption.

{
  "model": "seedance-2.5",
  "prompt": "Overhead kitchen shot: tomato sauce from this jar is poured into a pan of pasta and stirred, steam rising. No text.",
  "aspect_ratio": "9:16",
  "resolution": "720p",
  "duration": 12,
  "frame_images": [{
    "type": "image_url",
    "image_url": { "url": "https://cdn.example.com/sauce-jar.jpg" },
    "frame_type": "first_frame"
  }]
}

What do I check before booking?

Check the length with video inspect (frames: false returns the probe only). Check that the label on the jar is the same as on the shelf. A food clip that shows the wrong pack, or a food state that the product cannot produce, will not help a shopper.

Which clips are worth preparing?

Prepare more than one, since the feed is a place where a shopper browses and then adds items to a cart.

• A 6-second pour or stir shot of the product.
• A 15-second recipe in two steps.
• A 25-second version with a second serving idea.
• A still of the finished dish, made with the Image API, for any slot that takes an image.