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Ecommerce, Instagram

Instagram is Testing a New Product Launch Feature

Instagram is continuing its foray into online shopping with a new product launch feature according to an announcement earlier today!

A bit like Instagram’s countdown sticker, the new feature will allow users to set reminders of upcoming launches so they can buy products the moment they’re available.

As we’ve written before, given Instagram’s wide appeal as a shopping destination, launching a new product on Instagram can be a great way to convert your existing audience into customers — now more than ever! 

Ready to learn more about Instagram’s new product launch feature? Here’s everything you need to know:

product launch feature

Since early-2018, the platform has launched nearly a dozen features to make it easier for people to shop — everything from shopping stickers in Instagram Stories to their native checkout feature which lets you buy products without ever leaving the app.

And now it seems that Instagram has its eyes set on a new kind of shopping: product launches.

Announced earlier today, Instagram revealed that it’s testing a new feature that will allow you to set reminders about upcoming product launches so you can buy products the moment they’re available, right on Instagram.

instagram product launch feature

According to Instagram, “Once unconventional strategies, including creator collaborations and limited releases, are now being adopted by fashion, beauty and luxury brands.”

With more of these shopping moments happening on Instagram, we wanted to make it easier for people to discover and follow upcoming product launches from brands and creators they love.”

While details are still limited, it looks like the new product launch feature will involve two separate elements: an Instagram Stories sticker (which we expect to function a lot like Instagram’s countdown sticker)  and a product launch tag in-feed that lets people set reminders for the launch date, preview product details, and buy as soon as a product is available without leaving Instagram.

product launch feature instagram

What’s really cool about this new feature is that when the time is nearly up, people who set a reminder for the product launch will receive a notification on their device.

In other words, your followers don’t actually have to be in the app to be reminded of your product launch. So it could be a great way to drive more sales in your next product launch on social media!

product launch feature instagram

While it’s unclear when the new product launch feature will roll out globally, at the moment, it’s being tested in a closed beta with a select few businesses, including Adidas Originals, Benefit Cosmetics, Mr. Porter, Highsnobiety, and Soul Cycle (check out Instagram’s announcement for the full list!).

What do you think of Instagram’s new product launch feature? Love it, hate it, let us know in the comments! And we’ll be sure to keep you posted as new details emerge.

Want to know what other exciting launches Instagram has in store and learn how to use them for your business as soon as they’re live? Sign up for our weekly newsletter!

Written By

Benjamin Chacon

Benjamin is a Content Marketing Strategist at Later and recent transplant from Toronto. You can follow his day-to-day on Instagram @benjaminchacs.