A lot goes into researching, developing, and perfecting a product. So, its market launch is very exciting for the team involved.
However, a successful product launch goes beyond the development phase. Marketing the launch and the product is essential to ensure that the launch gets a good customer response.
In today’s digital age, products, including films, TV shows (digital products), or tech gadgets, generate excitement through promising trailers.
Many companies also use celebrity appearances and illustrative descriptions of new features.
But all these efforts bear fruit because of the internet, especially social media. Social media’s targeted marketing uses algorithms to connect with potential customers who might be interested in the product.
However, effectively utilizing social media for product launches is not simple.
Building anticipation and hype among the audience demands a well-thought-out strategy.
Social Media Tactics For A Product Launch
Successfully launching a product requires a well-planned and strategic approach to social media.
Here are some enhanced social media tactics that brands can use to create hype and anticipation for their product launch:
Teasers are quite effective in building anticipation of the product. However, there isn’t a one-size-fits-all solution for developing teaser campaigns.
Many brands use short videos, intriguing captions, and cryptic messages to spark curiosity among the audience.
But the nature of the teaser campaigns can vary across industries. For instance, a company could not build anticipation for a financial product by launching a dramatic video.
This is why brands should look for individuals who have a knack for creativity and are well-versed in their subject matter.
A Masters in product management online can help individuals specialize in different product management fields.
Online degrees offer the flexibility of acquiring the necessary skills and knowledge without quitting full-time work.
Hence, employers can encourage existing employees to learn remotely and provide incentives such as flexible working hours.
2. Using Influencers
Social media is so cluttered that even sponsored ads generate a mere 0.89% click-through rate. But when brands partner with influencers, they ensure that:
- The audience doesn’t disregard the campaign content
- Lend credibility to the product based on the authenticity of the influencer.
- Tap into the customer’s aspirations to increase the brand value.
However, companies can only reap these benefits of influencer marketing if they choose the right influencers to endorse the product.
For instance, an influencer with a YouTube channel on tech is a good choice to reach an audience interested in tech products.
So, the followers must match the target audience of the product to ensure effective reach.
3. User-Generated Content (UGC) Contests
Instagram reels and videos have provided a great opportunity for brands to get user-generated content.
UGC contests that promise customers gifts or free products are very effective at getting responses.
However, it is essential to ensure customers know the product and its features before launching a UGC contest.
For instance, the brand can encourage existing customers to create content. Or they could build anticipation for the product before launching UGC contests. Some UGC ideas include:
- Suggesting names or taglines for the new product.
- Suggesting creative ads for the product.
- Delivering the product to influencers before launch for unboxing videos.
- Encourage users to share their experiences, thoughts, and excitement using a creative and catchy hashtag.
4. Pre-Order Offers
Pre-order offers create a sense of urgency and exclusivity amongst the audience.
These offers only work well if there are some perks to pre-ordering. Here are some examples of perks to offer with pre-ordering offers:
- Discounts
- Free Merchandise
- Chance to interact with celebrities/ influencers associated with the product.
- Getting the product before the launch date.
Tactics like UGC contests and pre-order offers can be powerful tools for building hype around a product launch.
But they are most effective when used with other strategies to ensure the audience is well-informed about the product.
Take, for example, the launch of an eagerly anticipated book in an established series.
The author already has a dedicated fan base who are aware of the upcoming release, which naturally leads to a high number of pre-orders.
In this case, the author can leverage their existing audience through social media, email marketing, and website announcements to create excitement and drive pre-orders.
However, for new products or lesser-known brands, it becomes crucial to create awareness and generate interest before utilizing tactics like pre-orders or contests.
5. Live Q&A Sessions and Webinars
For lesser-known brands, live Q&A sessions and product demonstrations can create awareness.
By carefully planning the product demonstration, brands can address the specific problems and pain points of their target audience, helping them realize the need to purchase the product.
If the demonstration is live, the customers can ask questions about the product and get instant responses.
This direct interaction helps build trust and alleviates any concerns they may have.
6. Social Media Ads and Retargeting
Even though social media ads have a low click-through rate, they are still a powerful tool to reach relevant audiences.
However, just reaching the audience a couple of times is not enough. The potential customers should receive messages repeatedly so the brand achieves a top-of-the-mind position.
According to the Marketing Rule of 7, the audience must ‘hear’ about the product seven times before deciding to purchase.
So, building hype is all about generating buzz and excitement, which can be done by retargeting the audience with the same or different messages.
This is a strategy often employed by the film industry, where multiple trailers are released before the movie’s launch.
Retargeting potential viewers with varied trailers and promotional content keeps the film in the audience’s consciousness, intensifying their anticipation and desire to watch it.
7. Post-Launch Engagement
Lastly, a successful product launch doesn’t end just when the product is launched. It is important to keep the excitement levels up even after the launch.
Some examples of post-launch engagement strategies are:
- User testimonials
- Unboxing videos by influencers
- Tutorials
- Addressing user concerns
- UGC contests
Final Words
Social media is a powerful tool for marketers. But at the same time, using this tool effectively to generate sales is very challenging.
This article outlines seven tactics brands can use for a successful product launch on social media.
Some of the most effective ways to create hype include launching teasers, partnering with influencers, and retargeting the audiences.
Ultimately, repeat purchases depend on your product’s quality and how well it meets customers’ needs.
However, using the right social media tactics to market is crucial to increase first-time buyers and the product’s popularity.
