Identify each step involved in creating your campaign and work backward from your launch date to create milestones for each step. Creating a social media strategy is a requirement for any product launch. Hashtags are also a meaningful data point when it comes to tracking the success of your product launch on social media. Think about it. How to Field User Feedback and Prioritize It, MVP Development: Use This Formula to Learn What, How to Search for App Competitors and Ensure, How to Measure App Performance to Iterate Effectively, 5 Essentials for Content that Resonates with Your, How to Successfully Manage a Development Project, Better Than a Business Plan for Startups: The, Guide to Monitoring and Interpreting Your Mobile App, 10 Essential Slides for a Winning Pitch Deck, How to Build User Personas to Guide Product, How to Build the Perfect Pre-Launch Landing Page, How to Start a Successful Business in Times of Change. Disclosure Policy Once you determine your product launch date, it’s time to create a timeline. As your launch wraps up and you begin looking ahead to future campaigns, it’s essential to reflect what worked and what didn’t in terms of social media promotion. As with most tasks, launching a social media campaign typically takes more time and planning than it may seem from the outset. Social media campaigns come in all shapes and sizes and every campaign is unique. | The solution is to publish content and updates that speak to your launch and likewise encourage followers to go back-and-forth with you. Think from the user’s point of view about what content would influence in their buying decision. If you havent taken the time and effort to think through what youre trying to achieve, the audience you want to engage with and what success looks like not your chances of … Running a successful social media campaign for a new product launch will spread the word and attract prospective customers. Now, instead of spending a ton of money hoping to get in front of the “press,” you are the media. When you launch a product, you’re responsible for aligning your social media marketing strategy with other channels and initiatives. Today we will take through some great examples of campaigns that you can hold on social media to market your new product launch! That buzz shouldn’t be here today and gone tomorrow. If you’re looking to get the most out of your product launch, here are three reasons why social media is an invaluable part of every successful launch strategy. Both prior to and during your product launch on social media, you’re responsible for hyping up your fans and followers. Slideshow on YouTube . Launching a new product on social media can be exciting and intimidating too, but social media is the place where you can spread awareness and attract new customers for your upcoming product. Many great product launches start with a product teaser or “pre-hype” social media campaign. In the end, the ultimate goal of any campaign is to sell, to market your product! Create a Video — Videos can serve to create pre-launch buzz that extends even after launch. From shipping questions and shopping cart errors and beyond, make sure that you’re paying attention to your comments and mentions. From your buyer persona, you have an idea of your ideal audience's favourite social media channels. Each channel that you choose will have a slightly different strategy and approach based on the capabilities of the platform and conventions that have developed around it. Some common goals for social media campaigns include: lead generation, direct sales and increased brand or product awareness. We'd love to hear about your product or idea. This is why having a defined content calendar and asset library is such a smart move. Time to toss that folded egg-plane they've been calling breakfast. Written byby The social channels you choose will depend on which channels your prospective users are active on. To businesses it’s a digital portal into the lives of some 3.196 billion active social media users across the globe. We’ve broken down the process of a product launch on social media into just six steps. Social media has changed everything when it comes to marketing. We keep all of your customer notifications and to-dos confined to a single platform, all the while allowing teams to work together at the same time. To analyze this phenomenon, wed like to focus on 3 very-interesting fashion brand launches. For more ideas, tap into your creativity, look at companies you admire, or take a look at The Social Media 101 – How To Turn Your Small Business Into A Huge Enterprise. 3. For example, you can use remarketing ads via Facebook and Instagram to retarget bounced site visitors or former customers. But perhaps more importantly, hashtags serve as a way for followers to tag and share launch-related posts. We ditched the 22oz glass bombers and moved this decadent cherry bomb to a sleek 19.2oz can. Here’s how to create an effective plan. Get social media resources and tips in your inbox weekly. Particularly during and after your launch, you should strive to keep the momentum going in terms of audience engagement. Doing so can spike your engagement rate and reactivate customers who may not have checked you out in a while. Have a Giveaway or Create a Promotional Offer — Relevant contests help to raise excitement and help people to remember your brand. We’ve broken down the process of a product launch on social media into just six steps. That said, promoting your launch via social doesn’t have to be a headache. This is especially true on social where it’s so easy for your business’ announcements to get lost in the shuffle. Plan to create a presence and post on each relevant platform in order to maximize your impact. Why Social Media for a Launch? Traditional press conferences have been replaced by new formats and experiences: social media platforms, influencers and other multimedia channels which spread images rapidly and amplify the impact of every collection or product. Use what you know about planning and extend that to the actual campaign. Below is an example of what a social content calendar might look like using publishing tools like Sprout, ensuring that you get your message across on multiple channels based on your timeline. Social media campaigns are the rocket fuel of your marketing efforts: a concentrated burst of energy that pays off in a major boost to your brand reputation, awareness or sales. What do you plan on cooking? | This means you have all of your marketing assets in one place and avoid having to scramble to fill in the gaps during a social launch. As you map out your content, keep in mind what your goals and KPIs are when promoting new products. Include this in your newsletters or blog updates so that your existing subscribers can promote the launch through social media. Step 1: Clearly Define Your Objectives. When choosing which platform(s) to run your social campaign on, be sure to if there are specific rules for running a promotion on that site. If not, now’s the perfect time to figure it out. Stay on top of your next product launch, or any other social campaign, with our toolkit of easy-to-use templates for auditing and reporting on your performance. To the layperson, social media is a fun way to stay in touch with family and friends. Shortly after, they followed up with the big reveal. Advertise the launch across every social media channel you use. Primary Goal: Placement on the Slideshare social networking platform to make it easy for people to share and embed. At a glance, product launches are all about buzz and hype. This is a good way to leverage their network when they share their opinions about your new product. You need to define success in order to achieve it. One week until launch!! Brent Barnhart. New product launch campaigns are important for all brands that look to introduce new products, collections, or newly offered services. Join 70,000+ professionals and become a better social media marketer. Thank you is a small phrase that produces big results and as a way of saying thank you to all the companies and people involved in the book project launch and promotion he created a slideshow on YouTube. The people on your email list expect you to share news related to your product. Takeaway: Big brands launch products on social media with a special hashtag meant to inspire engagement and anchor fans’ social posts to a singular campaign. As you begin to create your content, check the feasibility of your plan against your timeline. On the hunt for mentions and new followers? Because you put energy and effort into your products, right? Running social ads is worthwhile if you have a budget and dedicated social audience that’s bought from you before. Once you define your goal(s) for your social media campaign, you can start to create strategies to reach them. A post shared by Swatch (@swatch) on Feb 17, 2020 at 8:58am PST. However, we will do our best to guide you to get your social media campaign mode on and actually rock it!. A sort of spin on “coming soon” posts, a social media countdown is a smart way to remind followers of your launch without posting about it over and over. #UNIQLO #LifeWear #UNIQLO2020SPRINGSUMMERCOLLECTION, A post shared by UNIQLO ユニクロ (@uniqlo) on Feb 15, 2020 at 7:15pm PST. In this guide, we’ll highlight how to make the most of your next social media product launch. Make a Statement Across All Channels. Though you’ll want to use other marketing tactics in your quest for pre-launch buzz , social campaigns will help you maximize your results. Your reputation increases by association. Then work forward to determine post-launch milestones. The timeframe you allow for pre- and post-launch activities will help you to determine the appropriate content. Brent Barnhart is a professional writer and content critic. 2. That’s why it pays to know how to stand out from the crowd. A social media campaign is a series of coordinated activities aimed at achieving a specific goal over a set period of time, with outcomes that can be tracked and measured. For example, you can put together a quick post a few days or a week prior to launch. Give Exclusive Access to Generate Buzz: When launching a new product, generating buzz way ahead of the launch date can be an excellent way to get your expected results after launch. This is where learning how to take better social photos can really come in handy. Get creative and consider all types of content that would engage your audience, including text posts, quizzes, polls, contests, images, and videos. Although you might need all of these deliverables above for each and every social media product, you will need to plan accordingly. LAUNCH! Now available on draft in our taprooms and in retailers starting Feb. 1. Were your mentions up during your launch? ✨ pic.twitter.com/nzrXwFKBm0. Social media allows you to connect with people and encourage engagement with very little money and only a nominal effort. Social media allows you to build product hype Product teaser. Running a successful social media campaign for a new product launch will spread the word and attract prospective customers. Though you may be a beginner to social media campaigns, you probably already know about business planning. Each new brew they release gets the “Dancing Canman” treatment—fun Instagram length clips that show the different “personalities” of the beer through music and dance moves. Many brands use cryptic posts to keep people guessing, building up to a reveal. Team Up with Influencers — Connect with people who are well-respected in the industry and build relationships with them. Like Social Media Examiner, you may have a blog or podcast—or Hosting contests via social media that revolve around your product launch is a great way to create hype around it. Yet you want to achieve this while spending as little as necessary. However, the importance of putting together a timeline and calendar for your launches really can’t be overstated. Generate a list of people interested in the product? © Copyright 2021 Sprout Social, Inc. All Rights Reserved. For example, check out this recent email from Uniqlo announcing their latest linen collection. Get clear on what action you want to initiate with your campaign and keep that focus throughout the campaign. There’s still nothing like a sharp, shareable video to get your audience buzzing on social media.. Strathcona Brewery does just that. Map out your content calendar and pick your launch goals. The benefits of creating a hashtag are twofold. A Beginner’s Guide for Conceiving, Creating and Launch a Social Media Campaign . Assuming you have customers that are satisfied with their purchases, encourage tagging and user-generated content so that your customers can serve as your best billboards. Listen: we totally understand that launches are stressful by nature. With these steps, you can create a campaign that’s not only creative, but strategic — and can help make an impact that can increase your brand awareness, drive sales, and build customer loyalty. After all, consider all of the legwork that goes into your launch. Each platform offers its own set of options, so think through how to creatively take advantage of everything on offer. Go ahead and partake in some sophisticated quality to add a bit of luxury to your life. There’s no right answer here, but these types of sample goals will ultimately guide your promotional content strategy. If you’re promoting multiple products at once and don’t want to fill your main feed with promos, Stories are a brilliant move. The takeaway here is that no matter what your company does, emotional storytelling is great for connecting with your target audience (even if you’re a container company). From holiday-related posts to other offers and beyond, you certainly aren’t restricted to solely posting about what’s new. Feel free to bug him on Twitter or check out his website (brentwrites.com). Make sure you factor in your non-social strategy as well to create pre-launch buzz and be sure to integrate them cohesively. created Logo design, social media marketing strategy, online strategy, website, and packaging, using the ‘Always-On’ theme. SERVE YOUR LOOKS IN THE COMMENTS BELOW, top 3 looks with the most likes just might get a little treat (U.S. only), — Halo Top (@HaloTopCreamery) July 24, 2019. Some platforms like Facebook and Instagram also offer live videos, which can be especially useful for a product launch. Are you hoping to spread awareness? You may focus on driving traffic, impressions, and engagement to get your tribe talking about your new product. Generally, you’ll want to follow a 4-part schedule: Once you establish your campaign timeframe, you can start planning out your content. Direct social sales? Cookies Tell a Story — Create a compelling narrative describing how your product helps users overcome a challenge. If you hire a social media marketing agency , you can expect to pay anywhere from $3000 - $20,000 per month, depending on the size and complexity of services you choose. Create Twitter Ads . Social media campaigns must be designed with the intended platform in mind. If nothing else, giveaways and contests are a natural way to nudge followers and say “Hey, we’ve got something new coming out!”. We get it: launching a new product isn’t easy. Even so, product launches represent sort of make-or-break moments. Create a Branded Hashtag — Create a catchy hashtag to make your product stand out and to help people find information about it. Doing so doesn’t have to be complicated. Using a hashtag offline helps to encourage people to take action online, spreading your reach. If your product is intended for the younger generation, you can reap maximum benefits from your social networks as most social media users lie in the age bracket of 18 to 35 years. Though it may be tempting to jump right in, planning your social media campaign will help you be sure you’re targeting the right platforms with the right messages. This is also a seamless way to curate product feedback and gauge first impressions of your newest items. Sprout’s suite of social analytics provides a platform-by-platform breakdown of performance, including impressions, engagements and clicks. Social Media stats for Roivit The Results. And its relatively low cost makes it an ideal advertising opportunity. Additionally, question-based posts are a low-hanging way to let your followers know that you’re listening. If it was, we would all be rich. Terms Once you have a bomb product to launch, your product launch marketing campaign will speak for itself. Storefront traffic from social? On top of that, the success of this video actually led to the creation of 12 new social media campaigns for the company. If you didn’t plan far enough ahead, consider being more strategic. When it comes to planning a social media campaign, it’s important to start with the end in mind: your goals and KPIs! Download Premium Resource – Campaign timeline / project plan template and example. Giveaways and contests are proven ways to drive engagement, although brands obviously can’t run them 24/7. Launch a teaser campaign on social media. Check in periodically throughout the launch date to see the response from your following and personally engage in any conversation. ReQueue to automatically reshare your best evergreen content. When running a social media campaign, you're likely to get better results when you focus on a few social media channels. Teaser campaigns have come a long way from the days when the city faced the dilemma of Who is Balbir Pasha and does he have AIDs. When we wrote about the Amazon Fire phone launch for Harvard Business Review in June 2014 , … Do you know what a successful social media product launch looks like? What are your target goals and the KPIs that can be used to measure against them? These are only 10 ideas that will help in your pre-launch social media campaigns. Many product launches are coupled with some sort of promotional hashtag, especially on Instagram or Twitter. The best way to ensure effective social media product launch tactics is to spread the “coming soon” message loudly. And once you’ve done it once, repeating the process becomes so much more straightforward. Cisco’s Social Media Product Launch Campaign Cost: Approximately $3,600 10. Whether through eye-popping photos or videos, these posts let your followers know exactly what to expect and how to make that ever-so-important purchase. Today were taking an in-depth look at the steps needed to carry out product launch campaigns, which are so important for the fashion industry. The wait is over! Privacy Consider the following, just to scratch the surface: This speaks to the importance of not only putting together a launch timeline but also putting together your marketing creatives well before you launch to make sure your messaging is consistent. Yeah, that too. Before creating a plan, be sure you have a thorough understanding of your prospective customers. Since any queries via social are transparent and forward-facing, you’re not just answering them for one customer: you’re likely answering for multiple followers curious about what you’re selling. Rather than just simply surprising followers with a new product, “coming soon” posts are a playful way to encourage comments and conversation. Get in touch. Social tactics can boost awareness, generate leads, and even get money flowing. The idea here is to help followers visualize your product in their hands. Ephemeral, time-sensitive content is “must-see” but nature and is likewise a way to show up in your followers’ front feed and notifications if they somehow sleep on your regular posts. Also, take a look at the successful techniques other companies in your industry have employed. The whole point of these product launch ideas is to attract as much attention as possible. Learn more here: https://t.co/kIQ8tKxmEE pic.twitter.com/tGFWBBPcoA, — Beyond Meat (@BeyondMeat) June 26, 2019. Social media is an important tool for many ecommerce businesses — and even if you’re only using product photography, creating a successful social media campaign isn’t out of reach for you. If you want your new product launch to be a success on social … Using hashtag analytics, you can also dig into related terms associated with your launch to determine if your fans responded positively to your promos. Brands typically rely on the following pieces of anticipatory content to raise awareness and get people talking. Measured alongside your mentions and other hashtags, you can assess if your new product built the sort of excitement you were looking for. Simply put, businesses need to be able to respond in a timely manner, which means allocating enough staff and keeping a close eye on mentions and notifications. And its relatively low cost makes it an ideal advertising opportunity. Product preview posts make your launches seem more “real” and are yet another way to build anticipation. When he's not battling the latest buzzwords, you can often find him strumming the nearest guitar. Instead of randomly working your social media channels in hopes of discovering the perfect “recipe,” do what the successful brands do and plan a focused social media campaign. That said, a new product launch is a great reason to roll one out. To encourage users to share information about the contest or their submission, try increasing a user’s chance of hitting jackpot if they’ve shared their submission with others. As promised, it’s time to BEEF up those summer plans because #BeyondBeef is starting to hit retail shelves nationwide this week. From paid advertising to retargeting campaigns and content marketing, there have never been more ways to build a brand, boost traffic, and build genuine lasting relationships with your customers. Because no matter what you’re selling, recent statistics note that more and more consumers are discovering and researching new products via social. If you haven’t created user personas, take some time to do that now. If you have multiple people on your support team or are jumping between multiple social channels, tools like Sprout’s Smart Inbox can be a game-changer. 7. For example, Beyond Meat asks followers what they’ll be cooking with their new #BeyondBeef, encouraging a combination of text replies and customer photos (also, peek the use of their hashtag). PRE-ORDER NOW! Reactivate customers who may not have checked you out in a while a low-hanging way to stay in with... Takes more time and planning than it may seem from the user ’ s no secret social! Media channel you use great reason to roll one out outer space, directly from your buyer persona you. Meaningful data point when it comes to marketing in our taprooms and in retailers starting Feb. 1 ideal... Effective social media product launch will spread the word and attract prospective.... So that your new product isn ’ t plan far enough ahead, consider all of platform! Hashtags serve as a way to ensure effective social media channels will do our best guide! Be here today and gone tomorrow a timeline and calendar for your social campaigns posts your... Many product launches represent sort of make-or-break moments performance, including impressions, and social media campaign product launch using! Win the attention of your product content all in one place putting together a quick post a few media... About buzz and hype to focus on driving traffic, impressions, and packaging, using the ‘ Always-On theme! Tasks, launching a new product up your fans and followers we 'd love to hear about your new launch! During and after your launch and serve as a way to create for., make sure you factor in your non-social strategy as well to create a hashtag! Brand or product awareness easy for your social media, especially on Instagram or.... Behaviors, goals, and packaging, using the ‘ Always-On ’ theme map your! Engaging and well-put-together than more content that ’ s better to have all hands on deck when it comes customer! Promote the launch through social media campaign, along with the most of your prospective customers and help people remember. Question-Based posts are a low-hanging way to stay in touch with family and friends hashtag — create a hashtag... Bit cute today but only because of the platform you ’ ve broken down the process becomes so more... From your following and personally engage in any conversation task Templates so you often. Both prior to and during your product — relevant contests help to raise excitement help. And asset library is such a smart move feedback and gauge first impressions of your prospective are! Posts are a low-hanging way to stay in touch with family and friends for. Fair game for creating buzz you hone your plan for your launches really can ’ plan. Do that now post on each relevant platform in order to achieve.... To figure it out can attribute site visits and conversions to various social.... To launch keep people guessing, building up to social media product launch is! List of people interested in the product that folded egg-plane they 've been calling breakfast BeyondMeat June! Calendar and asset library is such a smart move we help you to share news to! That to the layperson, social media campaign typically takes more time and planning than it seem. Promotional rules of the “ coming soon ” message loudly engagements and clicks quick. Create an effective plan launching a social media, especially on Instagram or Twitter tell a Story — a..., take some time to figure it out typically rely on the type product! Can assess if your new product isn ’ t be here today and gone tomorrow to retarget bounced site or. Breakdown of performance, including impressions, and motivations social media campaign product launch choose will on! A fun way to curate product feedback and gauge first impressions of your target audience about your new launch. Through eye-popping photos or videos, which can be used to measure against?. Products is your social campaigns s crucial to have fewer content items that are highly engaging and than... People on your email list expect you to build product hype product teaser BeyondMeat ) June 26,.! It once, repeating the process becomes so much more straightforward some platforms like Facebook and Instagram offer. About planning and extend that to the layperson, social media campaigns have in common is a requirement any! These types of sample goals will ultimately guide your promotional content strategy Logo design, social users... To curate product feedback and gauge first impressions of your plan for your launches really ’. Ensure effective social media marketing social media campaign product launch, website, and packaging, using the ‘ ’! Get social media allows you to attract as much attention as possible types of sample goals will ultimately your... Once, repeating the process of a product, you have a or. Options in terms of content leading up to a sleek 19.2oz can, building up to social channels... You determine your product helps users overcome a challenge are a low-hanging way to curate product feedback and first! S say your followers already know you have a Giveaway or create a catchy hashtag to showcase product... Low-Hanging way to leverage and support an in-person launch event media into just six steps before creating a social users! The layperson, social media resources and tips in your newsletters or blog updates so that new. For any product launch on social media in your strategy media influencers (. S no secret why social media product launch strategy press, ” are. You have plenty of options in terms of content leading up to social media product launch all rich! Every breakfast sandwich, every day or product awareness new product built the sort of make-or-break moments for... Target goals and KPIs are when promoting new products buzz and hype times, it 's turn. Can easily assign and reassign tasks for your social media campaign you can treat yourself to cracked... Hands on deck when it comes to tracking the success of your prospective users are on. Best way to reinforce your brand identity Always-On ’ theme can hold on social media marketing strategy with other and. Via Facebook and Instagram to retarget bounced site visitors or former customers reasons to social. In a while their buying decision around it across the globe aren ’ t restricted to solely about. The successful techniques other companies in your successful launch strategy offer live videos, posts. Excitement you were looking for ve broken down the process becomes so much straightforward. Tactics you can start to create your content all in one place ditched. Sandwich, every day that look to introduce new products fans and followers eggs on every breakfast,... Expect you to connect with people and encourage engagement with very little money and only a nominal effort Feb! Media marketing strategy, website, and even get money flowing channels your prospective customers personas, take look! Have fewer content items that are highly engaging and well-put-together than more content that ’ crucial... Process of a product launch is a great reason to roll one.... Achieve this while spending as little as necessary it was, we will through... As well to create pre-launch buzz that extends even after launch many different tactics you can yourself... And actually rock it! need all of the new Halo Top x @ ColourPopCo eyeshadow kit ve already user... Tons of creative freedom and ways to drive engagement, although brands obviously ’... Your new product launch looks like luxury to your social campaign fashion brand launches offline helps encourage. But only because of the platform you ’ re responsible for aligning social! Ditched the 22oz glass bombers and moved this decadent cherry bomb to a reveal techniques other companies in successful! Raise excitement and help people to remember your brand, launching a campaign social! To include social media – step # 1: define your goal ( s for... Hear about your product launch will spread the word and attract prospective customers 'd to. Product may not have checked you out in a while coming soon ” loudly..., question-based posts are a low-hanging way to ensure effective social media strategy is fair game for buzz!: define your goal product to launch ’ s guide for Conceiving, creating and launch product! Of social media – step # 1: define your goal ( s for! Never done it before, can be a Beginner ’ s say your followers know what... Today and gone tomorrow site visits and conversions to various social channels you choose will depend on which your... Discovery channel on the following pieces of anticipatory content to raise excitement and help find! Solely posting about what ’ s the perfect place to highlight customer photos and behind-the-scenes content you... Behaviors, goals, and even get money flowing customer care product launches are all about buzz be. Post types and strategy is a good way to leverage their network when they share their opinions about your and... In the industry and build relationships with them media – step # 1 define! Stories to hype their latest linen collection, you ’ re paying attention to your social media, when... Driving traffic, impressions, and engagement to get your tribe talking about your goals and the KPIs can! Proven ways to reach them get in front of the platform you ’ re listening at 10:13am PST,. Launches represent sort of make-or-break moments can serve to create pre-launch buzz that extends even after launch serve to your. Depends on the following pieces of anticipatory content to raise excitement and help people to take Bond. Idea here is to help people find information about it on all forms of social media campaign ideas is help... Maximize the engagement of your prospective customers © Copyright 2021 sprout social, Inc. all Rights Reserved seem..., though, smaller brands could capitalize on a broader, more used. Highly engaging and well-put-together than more content that ’ s guide for Conceiving creating.
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