Success doesn’t come easy, even when you have a revolutionary product lined up for launch. Doesn’t matter if you spend months crafting your product to perfection, get validation quotes from industry experts, and garner new business relationships unless you adopt an equally compelling way to inform your target audience, it’s bound to end up in smoke.
New products are launching every day and consumer options are multiplying. Your chances of catching widespread attention and converting that into sales depend on how dynamic your pre-launch campaign is - and social media ensures it’s a deal breaker.
With an outreach to millions, better engagement mechanics, and targeted ads, social media is best equipped to help you raise brand awareness by the time it's ready to launch.
But since the platform is leveraged by every new business, competition is hard. Without a solid launch plan, the raffle you’re aiming to generate will get lost in the noise. Here’s a step-by-step guide to help you run a pre-launch social media campaign that guarantees hype.
How Social Media Posts Support a New Product Launch?
Being a platform that gives you access to millions of users and potential customers, social media has become part and parcel of any product launch campaign. By 2025, the number of social media users is expected to soar above 4.9 billion which shows massive potential for startups to groom themselves into full-fledged enterprises.
While there are other more exclusive forms of marketing like emails, nothing matches the scale at which a social media launch campaign operates and still allows room for business-audience interaction. Brands can engage with their audience through comments, likes, shares, and direct messages and lay the foundation of long-term consumer relationships.
If your product is driven towards a niche audience, it’s no use broadcasting your promotional message far and wide. The mainstream social media platforms like Facebook, Instagram, and X (Twitter) allow precise targeting to an audience whose demographics, interests, and buying behaviors align with your brand image.
The strategy moves away from the scattergun approach of reaching the masses and instead hones in on those who are most likely to convert into customers. It's about delivering the right message to the right people at the right time.
Targeting individuals who are genuinely interested in what you have to offer naturally leads to limited ad spend and higher conversion rates. You're more likely to secure pre-orders, sign-ups, or early adopters when you narrow in on your top leads.
Attract Early Adopters
Before you start targeting the general public, identify and gather friendlies who are ready to jump in on your offer while others hesitate. Early adopters are usually tech-savvy, open to experimentation, and interested in being the first to try new things.
Locate and connect with industry professionals related to your niche through social groups, online forums, and community talks. Give them a behind-the-scenes overview, access to your prototypes, and offer demos so they can experience your invention firsthand.
If your product or service manages to get past its quality checkpoints, endorsements will start to roll in. Testimonials from early adopters are perceived as authentic, which adds to your credibility as a business and influences prospects to follow suit. Besides, it's a perfect strategy to cross-check your product to determine market compatibility and competitiveness before it is released to the public.
Propel Word of Mouth
A friendly endorsement of a product and service holds prevalence over sponsored media. Customers tend to believe and act on social recommendations from people they know - and if you manage to derive a few from your existing user base, it will leave a greater impact on your launch.
When people talk about your brand on their social media handles and share your pre-launch posts, they are likely to draw in like-minded individuals who can become long-term customers. Not only does a referral marketing campaign further solidify your reach to selective audiences, but it also attracts new clients who are bound to stay and spread the word.
Step-by-Step Guide to Create a Pre-Launch Social Media Campaign
Social media is the powerhouse of leads. You just have to capitalize it right to leverage true growth. Experts suggest starting out months in advance to build up the hype and anticipation in the audience, so you can reap its aftereffects on the launch day. We’ve outlined a step-by-step process to create and execute a flawless product launch on social media:
Pen Your Campaign Goals
Before setting forth on any marketing endeavor, you need to identify the objectives you are pursuing. If a successful product launch is your prime agenda, translate what success means for your brand. In your perspective, it may imply an increase in brand awareness, improved brand perception, or pre-orders which translate into sales following the launch.
Whether you're about to unveil a new product, service, or venture, your campaign goals shape your overall marketing strategy until you achieve the desired outcomes. Every 4 in 10 consumers shop for products they find through social media, showcasing its potential in guiding purchase decisions.
During pre-launch, your focus should be to maximize brand awareness and build anticipation in the audience through social media. Make sure the goals you set for your company are quantifiable to monitor your performance along the way.
For instance, a campaign goal, "Grow social media following by 20% in two months" is better than a placid objective saying, “Increase social media followers.”
Mark Out a Timeline till Launch Day
Timing is everything in a product launch campaign. In the weeks preceding the launch day, you are bound to counter multiple challenges hindering your progress, costing time, money, and resources. Given the jam-packed schedule, you cannot give way to tardiness. It’s best to draft out a product launch timeline so you don’t miss anything important.
With the product launch date in mind, work backward from that date to create a timeline. Consider how much time you have for your pre-launch marketing campaign and plan your activities accordingly. If the launch date is 12 weeks from today, here’s what the timeline for the pre-launch campaign should look something like:
- Teaser Phase (Weeks 1-4): Cryptic social media teaser campaign.
- Awareness Phase (Weeks 5-7): Detailed posts and videos of the product.
- Engagement Phase (Weeks 8-10): Interactive sessions.
- Conversion Phase (Weeks 11-12): Pre-order campaign.
If you see the deadline tightening up, scale back from your more ambitious ideas and focus on things that take priority. Some suggest setting up a countdown timer to stay efficient. When you're launching a physical product, you may need to leave some room for product photoshoots, beta tests, influencer marketing, and video production in your original timeline.
Shortlist Social Media Channels
With the goals and timeline drawn out, it's time to narrow down your campaign outlets. Business owners usually have the urge to run campaigns on every social platform available, thinking it will translate into a bigger audience pool. It may sound catchy, but it’s not viable in the long run.
Each social platform has its unique audience demographic and features to assist creators. Some platforms are better suited for community engagement, an ideal choice for fostering a loyal audience while others are better leveraged to broadcast the latest updates. Focus on outlets that offer the highest (ROI) and are easier to manage.
The choice of platforms should align with your business niche, the audience you’re targeting, and the type of content strategy you plan to publish. If you’re aiming to excel in brand awareness among the Gen Z and Millennial audience, TikTok and Instagram would be your best options. But if your goal is more sales early during the launch, Facebook would prove beneficial.
Develop Interactive Product Launch Social Media Posts
While you have all the creative freedom, access to millions of users online, and compelling ways to reach them, don’t get overboard with your content plan. You need to ensure your launch is just as unique and impressive as your product, enough to outclass competitors.
After all, what distinguishes your campaign amidst the competition depends on your social media creatives. With depleting consumer attention spans, you must create eye-catching elements that draw your audience in, build anticipation, and convey your message effectively.
A fresh and quirky design will set the tone for your campaign, and tie your next launch with your overall brand image. Seems a little too complicated? Just focus on the visual style and marketing message that leads them to your landing page. At Prefinery you can access a range of templates related to your launch, so make sure you pick the right hashtag. Here are some effective ways to create promotional assets for your launch:
- Tell a story through visuals and convey an aspect of your launch that invokes the audience's interest.
- Roll out teasers and sneak peeks to mystify your product to fuel customer’s curiosity.
- If you have a physical product, invest in professional photography and graphic design that projects your brand.
- Encourage your audience to create UGC related to your upcoming product launch which can indirectly add to the hype.
Get Influencers Onboard
No matter how attention-grabbing your campaign posts are, they won’t get enough organic reach without social media influencers rooting for you. For many businesses, partnerships with social media creators and bloggers prove to be the gateway to their niche audience - a chance to entice them onboard.
People are inclined to believe, follow, and purchase any recommendation coming from their favorite social media celebrity since they are seen as more trustworthy compared to a foreign brand.
Many influencers have niche audiences that align with specific products or services that you intend to launch. Collaborating with creators relevant to your industry ensures that your pre-launch campaign reaches a highly targeted audience and generates top-notch leads. Here are a few ways to find your best match:
- Search for hashtags related to your niche to find appropriate influencers.
- Look for users generating content related to your niche - they may be potential creators.
- Look through your competitors' social media profiles to see who they have collaborated with.
- Use platforms like AspireIQ, Upfluence, and Traackr to find the right influencers.
Launching a new product on social media doesn’t have to be complicated. In fact, with careful and a well-executed strategy, it can be a smooth and exciting process. Whether you're a startup introducing your first offering or an established company expanding your product line, social media is just the medium you need to expand your reach and presence.
But beyond creating interactive product launch social media posts and influencer partnerships, you need a follow-up plan to track and measure your performance in building hype around your product.
Make improvements in your strategy based on the feedback received from your early adopters before you announce the launch. But if it seems distracting from your primary agenda - product development - get in touch with Prefinery.com which specializes in successful launch campaigns.
How often should you post on social media during a pre-launch campaign?
During a pre-launch campaign, it's advisable to post on social media content at least 3-5 times per week to spread the word about your product, maintain consistent engagement, and create a buzz without overwhelming your audience.
How can I measure the success of my pre-launch campaign on social media?
Success can be measured using various metrics, including engagement rates, website traffic, lead generation, pre-orders, and audience growth. Use social media analytics and tracking tools to monitor and track these KPIs.