Bravo Was One of the First Brands to Use Instagram’s New Countdown Sticker

The cable network promoted Vanderpump Rules, Dirty John

Various Instagram countdown stickers are shown.
The new countdown sticker for Instagram Stories Instagram
Headshot of David Cohen

Instagram users can now add an interactive countdown sticker to their Stories to help track how much time is left until events like vacations.

The countdown sticker is available via the sticker tray in the application’s Stories camera, and customization options include name, date/time and color.

Followers who click the arrow in the corner of countdown stickers can opt to receive reminders about the countdown or share the sticker to their own Stories (if the original poster has allowed this).

Those who post countdown stickers will receive notifications in their Instagram Direct messages whenever someone shares their countdown stickers, the same way they would if another user @mentioned them in their Story.

Finally, any followers who follow or share countdown stickers will receive activity feed notifications when the countdown ends.

Cable network Bravo was one of the first brands to take advantage of Instagram’s new countdown sticker, using it to promote this coming weekend’s installment of its Vanderpump Rules reality show.

Bravo used the new countdown sticker to promote Vanderpump Rules

Bravo also used the feature to back new series Dirty John.

Dani Calogera, account director on the Bravo account for agency 360i, said, “This new Instagram Stories countdown Sticker provides entertainment brands with a new opportunity to ‘eventize’ live viewing and drive urgency around tune-in. For a cable network like Bravo, this takes the fleeting view of an Instagram Story to a place where you can create a more meaningful and impactful interaction with a potential viewer.” David Cohen is editor of Adweek's Social Pro Daily.