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The new Drops section on Instagram

Caroline Poyet
by Caroline Poyet

Reading : 1 min

A new feature is coming to Instagram to help users find out about new product launches. 

This new drop trend enables brands to create demand and a buzz around their new products, even before they're launched. In addition, these products are usually only available for a short time or in limited quantities.

Learn more about this brand new Drops section with us.

Instagram's Drop section: an advantage for e-commerce

Drops are a new e-commerce trend that allows brands to offer (often limited) stocks with a teaser several weeks in advance. As you can see in the image below, the section will bring together all the products that are just about to be launched.

This new tab will be available above the "Store" tab. Instagram users will be able to explore the latest launches and those that are yet to come. A "Reminder" feature will allow users to be notified when products that they're interested in are going to be launched.


Instagram checkout for payments

The social network already offers direct payments via checkout. This allows users to stay on the app without having to go to an e-commerce site. This feature gives buyers a simplified shopping experience. 

Please note: it's also a good way for Instagram to derive income, particularly by charging commission on purchases. Having lost revenue after Apple's decisions around privacy, Facebook (and so Instagram too) is seeking to make up for that loss. 

This solution has not yet been implemented: Instagram is allowing brands time to recover after the Covid-19 pandemic. 

To display products in Drops, you need to go to the "product launch" feature in the sales manager. Specially designed stickers for launches will then be available. 

These stickers can be used on all kinds of Instagram posts, like Stories and Reels. The aim is to give maximum visibility to the product. 

Instagram is giving even more space to e-commerce with these new features, thus putting businesses at the centre of its development strategy. To find out more about what's new in SMA, contact us!

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