Twitter unveils product drops feature to help brands engage shoppers

Twitter has announced the launch of a new Product Drops feature, allowing consumers to stay on top of product launches and provide brands with another way to engage shoppers.

The new product drops feature is currently available to shoppers in the US, with the company confirming it plans to introduce more brands and regions in the future.

Twitter is testing the feature with select managed partners including Dior, Fossil x Jeff Staple, Lego Group and UNION Los Angeles.

Product Drops will allow users to be reminded about upcoming product drops by selecting a “remind me” button on a brand's tweet. When users click on the brand's post, they will also be able to access a product details page. This includes information about the launch such the price, pictures, a description and clickable hashtag that will show users what other shoppers on Twitter are saying about the product.

On launch day, users will then receive an in-app notification 15 minutes before and at the time of the drop. Once users click on the notification, they will see a “shop on website” option to purchase the item on the brand's website.