Instagram Begins Testing a Feature Enabling Brands to Drop It Like It’s Hot

Reminder sticker for Stories, product tag for feeds will send notifications to followers when products launch

The new notifications sticker for Stories and product tag for feed Instagram

Instagram began a test Monday of enabling brands and creators to remind their followers about upcoming product launches and make it easier for people to purchase those products directly via Instagram as soon as they are available.

The Facebook-owned photo- and video-sharing network rolled out a new reminder sticker for Instagram Stories and a new reminder product tags for posts in feed, enabling brands and creators to provide followers with product details and the option of receiving notifications as soon as the product is available via Instagram’s checkout option.


The following brands are part of Instagram’s closed beta for checkout and will begin using the new product launch reminder features in the U.S. starting Monday:

Adidas senior vice president of digital Scott Zalaznik said in an Instagram blog post, “The progress Instagram has made with checkout gives Adidas’ customers the power to go from inspiration to purchase in an instant. We see adoption 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.”

Anastasia Beverly Hills CEO Anastasia Soare added, “We believe in fostering real connections with our customers, which is why we were so excited to give the Instagram community the first opportunity to get their hands on the eye shadow palette made in collaboration with beauty creator Jackie Aina, who has a fan base that’s just as passionate about makeup as we are. Instagram was not only the best tool for unveiling the palette, but the perfect way to make a must-have product purchasable in the moment, without ever needing to leave the application.”

And Chinatown Market president Dan Altman said, “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.” David Cohen is editor of Adweek's Social Pro Daily.