Using Instagram’s New Feature to Build Excitement Around Your Next Product Launch
Last week, Instagram started testing a new way to set reminders about upcoming product launches, which will notify followers and allow them to buy new products the instant they drop.
In their announcement, a company spokesperson notes that Instagram creator collaborations and limited releases are becoming a key strategy adopted by both streetwear and luxury brands. Limited edition drops create excitement around the brand and encourage customers to “get it before it’s gone.” With the new product launch reminder, brands can build hype around new drops and fans can set reminders to give themselves a better chance at getting their hands on that special piece.
“Drops are a key part of streetwear and we’re excited to evolve the industry together with Instagram. From going live on Instagram to designing shirts with our fans to posting Stories around the office, Instagram is the main place we connect with our fans. We were excited to jump on checkout and the response has been incredible with our first drop selling out in seconds. Now, the ability to set reminders will allow our fans to be notified and make the process even more seamless than it already is.” –Dan Altmann, President of Chinatown Market
This new feature comes as part of Instagram’s initiative to make Instagram into a complete shopping experience—all the way from inspiration to checkout.
Judging by the details we’ve seen so far, it appears that the new feature will include a Instagram Story sticker that functions in the same way as the current countdown sticker. However, and here’s the good part, the product launch feature will also allow users to set a reminder for the launch time. This will allow them to receive a push notification when the product is about to drop. That means that you don’t even have to have the Instagram app open to keep up with important launches. In addition, users will be able to preview product details on Instagram prior to the official launch.
While this feature is currently being tested by select brands in a closed beta program, we can expect to see it become widely available in the coming months.
I probably don’t have to tell you how exciting this feature is for brands on Instagram. Not only is Instagram steadily removing obstacles and streamlining the shopping experience, it’s also making it easier than ever to build excitement around that experience, even after you close the app.