Facebook and Instagram's interactive ad options will help brands connect directly with their most engaged customers:
, also send push notifications when products users have liked or otherwise expressed interest in are set to drop. For brands, this feature could streamline purchasing among their most engaged customers — currently, users have to set their own reminders about merchandise drops, as The Verge points out.
The feature could also provide brands with an end-to-end view of a consumer's purchase journey, from initial interest to purchase, given that many of the partner brands also use Instagram's in-app purchase tool. For its part, the feature could give Instagram even more precise user data with which to target ads because users select which brands can send them notifications, and for which products. That data is likely more accurate than proxies like "likes" or comments.
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