"Instagram has become increasingly 'mall-ified' over the past couple of years. Brand placements and tagged products eventually led to the debut of Instagram Shop, a robust shopping module that enables users to seamlessly shop for the looks their favorite influencers are rocking, home goods, beauty products, accessories and more. Today, the Facebook-owned app has taken it to the next level launching a new shopping feature called "Drops." It's a tab that directs users to a fully shoppable in-app feed of brand-new hot products."
"Upon launching the tab, users are met with a feed of static images, videos and animations indicating new releases from featured brands. For drops that are live, users can click into a new interface that allows them to shop the collection from within the app. Imminent drops are featured prominently in the "Drops" feed and showcase a live countdown indicating when the drop will be made available."
""Drops" showcases the latest, you guessed it, drops (or new releases), from trending designers and retailers including Adidas, Fenty Skin, Bleacher Report and many more. It also allows users to purchase newly released products directly within the app, without being redirected to a third-party checkout platform. Upon launching the tab, users are met with a feed of static images, videos and animations indicating new releases from featured brands."
Instagram added a dedicated Shop tab called Drops that aggregates brand-new product releases from designers and retailers. Drops surfaces live and imminent launches in a shoppable feed of images, videos and animations and highlights countdowns for upcoming releases. Users can open live drops into an in-app shopping interface, set reminders for launches, receive notifications leading up to releases, and share drops via direct messaging. Drops enables purchases directly within the app without redirecting to third-party checkout platforms. Featured participants include Adidas, Fenty Skin, Bleacher Report and Drake x Nocta; availability launched in the US first.
Read at The Drum
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