Instagram will begin trialling online shopping from within the photo-sharing app, the social media site has said. Beginning in the U.S. next week and involving a initial group of 20 retailers, posts to the Facebook-owned site from brands including Kate Spade and JackThreads will include tags for products shown in the photos, that if tapped will display price information and links to buy them.

More Web sites are now loaded on smartphones and tablets than on desktop computers, a milestone that underscores how computing is rapidly shifting to mobile devices and which threatens companies that are reliant on traditional PCs. Statcounter, a research company that tracks Internet use across 2.5m Web sites, said 51.3% of pages were loaded on mobile devices in October.

During the core holiday shopping period of November and December 2016, UK retail ecommerce sales will reach an estimated GBP16.90 billion ($28.83 billion) and 20.3% of all holiday season retail sales, up from GBP14.65 billion ($22.39 billion) and 17.8% last year. The increasing shift to smartphone buying in the UK will contribute to the ecommerce uptick during the Christmas period.

Automatic defences to stop hackers hijacking Web sites or spoofing official domains will get a boost from a GBP1.9bn government cybersecurity strategy. Chancellor Philip Hammond will give details of the plans in a speech today. Other defences that intercept booby-trapped emails or shut down thieves impersonating bank Web sites will also be expanded.

Burberry has enlisted Hollywood stars including Sienna Miller and Domhnall Gleeson for a three-minute festive film that aims to celebrate its 160th anniversary. The three-minute film is deliberately made to feel like an actual movie trailer, subtly features items from its Winter collection, is inspired by the life of founder Thomas Burberry.

Twitter has come under fire for making its service more confusing in the latest update to the way its 140-character messages work. The criticism follows a test of the removal of people's Twitter handles from the beginning of tweets that are in reply to a group of people. It means that when a user is responding to a thread with multiple users they can write a full message.

Too many brands are taking a short-term view on effectiveness, says a report from the IPA. The research, based on analysis of case studies entered into the IPA's Effectiveness Awards, found that while the optimum campaigns have a 60:40 ratio of long-term brand building versus short-term sales activation, few campaigns are adhering to this.

BBC Worldwide has teased the fact that Singaporean Sherlock fans will be able to simulcast the new series of Sherlock in January, as part of an "unofficial" launch of BBC Player in the country. BBC Worldwide has been testing a paid-for subscription service in Singapore, alongside broadcast partner Starhub, but it is now available more widely.

While McDonald's youth-focused YouTube channel went as quickly as it came, KFC's punt in the influencer space is showing signs that it could be here to stay after the first series of its music-based channel saw 96% favourable brand sentiment among those viewers who tuned in to watch. A 12-part series reached 6.2 million views in total, and KFC is now planning the launch of a second series.

Brands that use paid media typically grow three times faster than those that rely on owned and earned media alone, new research from the IPA has found. The report makes for interesting reading, particularly at a time when post-Brexit budgets are under scrutiny, leading many marketers to question whether they need to spend more money on paid media and mass reach.