Launching a new product? New Instagram tests launch day ‘Buy on Instagram’ reminders

The features are available to the small set of brands testing Instagram checkout.

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Instagram Product Launch Reminders 1920
Instagram is testing product launch reminders in Stories and posts.

Instagram wants to be more than a place for product discovery. It wants to deliver an all-inclusive commerce experience that brands develop entire product plans around.

Its latest test, announced Monday, is aimed at giving brands tools to build excitement around upcoming products their fans will be able to buy on the platform. Users can opt in to get reminders to buy the products on Instagram when they’re released.

Product launch tag. A “Set Reminder” call to action is available in posts to allow users to set reminders for the launch date and time and preview product details in Instagram. Users will then get a reminder on their phones just ahead of the launch.

Product launch sticker. A new sticker is also available in Stories, as shown on the left in the example above.

Why we should care. This test is aimed at complementing Instagram’s in-app ecommerce checkout capability that launched in March. Checkout is available to a limited set of brands as well as a small group of influencers via Shopping for Creators. Adidas, Levi’s, Soul Cycle and Warby Parker are among the 20 or so brand participating in the closed checkout beta.

“We see adoption [of Checkout] improve month to month. With new features like product launch reminders, we expect to see engagement increase as we can create simple, immersive and user-obsessed experiences adidas creators love,” said adidas SVP Digital Scott Zalaznik in a statement.


Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


About the author

Ginny Marvin
Contributor
Ginny Marvin was formerly Third Door Media’s Editor-in-Chief, running the day-to-day editorial operations across all publications and overseeing paid media coverage. Ginny Marvin wrote about paid digital advertising and analytics news and trends for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

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