What is the Product Drop Reminder?
As an added facet to Instagram’s ‘Checkout’ feature, brands can now opt to add ‘reminder’ buttons to any launch announcements that they post on IG stories. This is fundamentally intended to replace the countdown sticker that brands have been using to mark the time before a release. The option to add product launch date tags to feed posts are also available, and clicking on this will direct consumers to an option which allows them to enable reminders.
What will this function do?
- Potentially increase the conversion rate amongst customers who tend to miss product drops or forget launch dates.
- Allow brands to generate more noise about their products prior to the launch.
- Foster a more seamless Shoppable/Checkout experience. With the Adidas example, consumers can literally see the Lacombe on @adidasoriginals, click a button that sends them a push notification 24 hours and 15 minutes before the drop, open Instagram on time and purchase the product in-app via Checkout.
- Remove the need to facilitate purchases elsewhere i.e. via websites or third-party e-commerce platforms.
Who has it?
Just like the in-app Checkout function for influencers, this feature is currently only available for 25 brands in the US, namely:
This focus group constitutes a mix of industries including luxury, beauty & makeup, athleisure & sporting goods, fashion, and eyewear. While Instagram does not reveal many metrics, we do know that 80% of Instagram users follow a business and 130 million people tap to reveal a product each month. These features have thus been a long time coming.
Strengthening product releases is going to be a big win for brands as well as the influencers they enlist to feature the Checkout option, further cementing Instagram’s segue into a coveted e-commerce platform.