An update on Instagram Product Launches
Product Launches (also known as Drops) allow businesses to tag and build awareness around product(s) that will be available for purchase in the future. On September 18, 2023, Meta will begin the process of removing Instagram Product Launches from Commerce Manager.
The following updates will be introduced in the coming months:
After September 18, 2023- Businesses will not be able to schedule new Product Launches set to occur after November 17, 2023.
- Any previously scheduled Product Launches set to occur before or after November 17, 2023 will not be affected and can run to completion.
- Businesses will not able to schedule any new Product Launches on Instagram.
- Any previously scheduled Product Launches set to occur after November 17 will run to completion.
- This product will be removed, as well as Product Launch-specific insights, and no longer be available.
Over time, we learn more about what businesses need most, and evolve our offerings to support their needs. This decision is part of an ongoing commitment to provide the most valuable products and features.
We encourage businesses to continue using a mix of our most performant organic and paid tools to reach customers and drive sales to their website or shop, which could include:
- Shops ads: Businesses can reach more people and encourage them to purchase their products by setting the conversion location to Website and Shop, which automatically sends potential customers to where we think they are most likely to make a purchase.
- Instagram posts with reminders: Businesses can continue to build hype and anticipation for upcoming Product Launches by adding reminders to Instagram Feed or Story posts. People who opt-into receiving reminders will be notified when it’s time to shop and take action.
- Reels: Businesses can create short-form video content to get discovered by customers who are not already following their brand. Instagram Reels and Facebook Reels are the fastest growing formats on Meta apps. Together with Feed, Stories and messaging, we offer a suite of tools that enable businesses to share their brand story, build connections and grow their business.
- Personalized ads: Businesses can invest their marketing spend smarter by connecting with customers based on their interests. Now globally available, Advantage+ shopping campaigns help businesses get smarter, faster about which campaigns are converting to maximize the ROI of their ads investment.
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