Instagram's Product Launches feature, also known as Drops, was removed as of December 15, 2023. Previously, it allowed U.S. businesses to generate buzz for new products using launch tags in Feed, Reels, and Live, countdown stickers in Stories, and push notifications for shoppers.
A dedicated Drops tab in Shop showed upcoming and past launches. 44% of users associated Instagram with local/small brands. A suggested timeline included tagging products 5-7 days before, using reminders 3-5 days before, partnering with creators 1-3 days before, and hosting a Live Shopping event on launch day.
Product launches helped reach new users and drive engagement.
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