Create a Product Launch on Instagram
This feature is available to businesses using checkout on Instagram.
Product launches encourage shoppers to buy one or more of your products as soon as they become available. We recommend that you create a product launch at least three days in advance. Once the launch is set up, you can start tagging your products to generate awareness. When people interact with your product tags, they’ll be able to learn more about your products and set a reminder to purchase them.
Before you begin
  • You must be an admin of the Instagram account you're setting up the product launch for.
  • Add the products to your catalog first. To prevent products displaying in your shop too early and becoming available for purchase before the launch time, you have a few options:
    • When adding a product manually, use the Product Launch toggle to hide the product from shoppers until you set up the launch. Note that this toggle is only available when manually adding items one at a time, not in bulk.
    • If you're using a data feed to upload products to your catalog, add the marked_for_product_launch field to your feed. In this field, enter marked for any products in your launch to hide them from shoppers until you set up the launch. Leave this field blank for all your other products.
    • You can also customize your shop inventory to control which products from your catalog are included in your shop. If you select Only Tagged or Manually Added Products, products won't appear in your shop until you tag them or add them to your shop later.
Create a product launch on Instagram
To set up a product launch on Instagram:
  1. Go to Commerce Manager.
  2. Select the shop you'd like to create the product launch for.
  3. Click Product Launches under the Promotions tab.
  4. Click Create Product Launch.
  5. Details: You have the option to create a product launch for a collection or a single product. If launching a collection, you will be asked to provide a customer-facing name and description (optional) for the launch, and to upload a cover image (optional) for the launch. This name, description and cover image will be used to create a new collection in your shop. Enter a launch date and time for your product and select an end time for the Instagram-exclusive period.
  6. Products: Select which products to include in your launch. Check the inventory (quantity to sell) of your launch products. You can restock your inventory anytime, including when it's live.
  7. Purchase Limits: Set purchase limits for your products.You can set purchase limits for your products, which means that customers will only be able to purchase a set number of items that you specify.
  8. Safeguards: Ensure a seamless purchasing experience. Product launches encourage shoppers to purchase products right when they become available. If you’re using a partner platform, we recommend that you make your launch an exclusive to Instagram to prevent your products from being oversold. You'll be asked to certify that your launch inventory will be available for sale only on Instagram for at least one hour. To ensure you can receive and fulfill orders as quickly as possible, your customers will not have a 30-minute cancellation window when you use product launches.
  9. Return Settings: Set custom return settings. With product launches, you have the option to specify custom return windows by product, down to 0 days (final sale).
  10. Review: Review details for your product launch. Click Confirm Details to finish setting up your launch.
    Follow the steps on the product launch details page after you’ve finalized your launch. If you've customized your shop's inventory to include Only Tagged or Manually Added Products, you'll need to make your product launch visible to customers by:
    • Clicking Add to Shop to add the product to your shop.
    • Tagging the product in a post, story, on IGTV, in Reels or when you go Live.
    • Giving creators permission to share it.
You’ve now set up a product launch.
You can view and edit all scheduled product launches from the Product Launches tab in Commerce Manager. If you’d like to cancel your product launch, make sure to remove the product tags on Instagram or remove the product from your catalog. If you don’t remove your product, it may become viewable as available for purchase.
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