Instagram is testing a new product drop notification system which will send users automatic reminders about upcoming product releases.
Its new reminder system lets brands and creators push out reminders to their followers, rather than Instagram’s current system which sees users have to set for alarms for themselves.
Brands can now add “reminder” stickers to new launch announcements posted via Instagram Stories, or add launch date tags to photos on their feeds.
If an Instagram shopper taps the sticker or the tag, they’ll receive a push notification one day before the item is available, and a further reminder 15 minutes before the drop.
“We know from sneaker culture that people are sitting and waiting and refreshing the page over and over again until they can purchase,” Instagram’s head of fashion Eva Chen said.
Adidas, H&M, Levis, Michael Kors, Revolve, High Snobiety and Chinatown Market are among the 20 brands who have signed up to participate in the beta test.
Chinatown Market’s president Dan Altman added: “Instagram is the main place we connect with our fans, and the response (to Instagram-only drops) has been incredible. We have yet to see any other platform that even scratches that surface.”
This comes as Instagram continues to position itself as a retail marketplace, adding various features including in-app payments over the past year.
In June Instagram’s boss Adam Mosseri laid out his long-term vision to dramatically ramp up the social media app’s retail offering.
Introducing features like a “native checkout” which allows users to pay for goods without leaving the app and shopping carts for users to save items can “unlock a lot of value from everyone involved”, he said.
He went on to stress that this was a long-term process, as Instagram still had a lot of work to do to put the infrastructure in place to enable its global userbase of 1 billion to shop seamlessly.