Instagram tests opt-in reminder feature

Dan Berthiaume
Senior Editor, Technology
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Instagram is piloting a new instant product launch notification service.

Currently, in closed checkout beta with select brands in the U.S., product launches for Instagram Shopping is a new way for brands to enable consumers to set automatic reminders about upcoming product releases. A product launch sticker in Instagram Stories a product launch tag in the Instagram feed lets users set reminders for the launch date, preview product details, and buy a product as soon as it is available without leaving Instagram.

Brands including Adidas, H&M, Levis, Michael Kors, and Warby Parker are among the companies participating in the beta test.

The progress Instagram has made with Checkout gives Adidas’ customers the power to go from inspiration to purchase in an instant,” said Scott Zalaznik, senior VP digital, Adidas. “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.”

Instagram has been significantly expanding its direct-to-consumer digital commerce capabilities this year. This has included rolling out direct online shopping features such as Instagram@shop, an assortment of shoppable products curated by a team of Instagram editors.

In addition, Instagram is enabling a small group of Instagram “creators” (such as Kim Kardashian West, Kylie Jenner, and Kris Jenner) to tag products in their posts, making the products instantly shoppable.