The right social media campaign can make or break your product launch.
Utilizing Social Media to Launch Products
How can you effectively harness the power of social media to give your new product launch an extra boost? Check out these three simple tips.
Harness the power of the teaser campaign
Teaser campaigns work to build anticipation and get your customers excited about your launch. Use tools such as Vine and Instagram to post photos and videos of your product in the making without actually giving away what the product might be. People will become curious, which will help ramp up the attention surrounding the launch.
Taylor Swift mastered the art of the teaser campaign prior to the release of her album 1989. She told the story of her album visually via Instagram, tantalizing fans with an intriguing 13-day countdown. “A teaser campaign sends a message to the social media world that something exciting is about to happen,” explains marketing guru Steve Olenski. “Even if you do not end up creating the exact product you have originally hoped for, you have probably developed relationships across social channels, giving you a great opportunity to take the launch process to an entirely new level.”
Designate a hashtag for your new product
Designating a hashtag for your new product is not only a great way to drum up hype and attention in preparation for your launch, but it also helps users find information relevant to the launch. Furthermore, if you are running a social media campaign in preparation for the launch that relies heavily on user participation, a designated hashtag makes it easy for users to submit their own content (photos, videos, tweets, etc) to the campaign. Remember, user-generated content is excellent for boosting engagement!
Consider the Toronto-based startup AvidRetail. The startup launched a new form of payment called Kash, which allows users to make purchases using only their phone. To prepare for the launch of Kash, AvidRetail developed the Twitter hashtag #WITHKASH. The unique hashtag allowed users to show off why they were excited to pay #WITHKASH, which resulted in the successful generation of a great buzz!
Launch a founder’s list
People who want to learn more about your product should be able to get in touch with you. That’s why you want a founder’s list. Create a mailing list that people can sign up for, and display it on all of your social media accounts (Twitter, Facebook, Instagram, etc). That way, you can translate social media engagement onto offline attention.
Pivot International is a product design, development, and manufacturing firm with strengths in software development, electrical engineering, mechanical engineering, and industrial design. If you are interested in engineering a new product or updating an existing product, contact us at 1-877-206-5001 or request your free consultation today.
