Launching a new product is both exciting and stressful at the same time. What if people don’t like it? What if the calculations were wrong and there is no actual market for it? What if… what if? Before you work yourself into a panic, allow us to assure you that there is always an element of doubt, even for Apple employees, before the launch of a new smartphone or tablet.
However, you can do a few things to ensure a successful launch and promotion for your new product. These are various strategies and campaigns on the social media to build momentum and increase expectations, and thus make sure that you have your followers’ attention and desire to test the new product once it is out for sale.
Social media is the best promotional medium for your product launch. It is a huge forum where people are in the right mood to be engaged in a promotional campaign. They want to be entertained, to discover something new and to share the experience with their friends.
Therefore, these are the best types of promotional campaigns for new products on social media:
1. Guess the Product on Instagram
This trend was started by graphic artists and designers who were showing images of their work in progress. They started with a basic sketch, then offered more detailed previews and asked their followers to guess the final composition. You can apply this type of approach for your new product launch. Start by sharing close-up photos and hints related to your product, and invite your followers to guess the end product.
This can turn into a contest, with one lucky winner who will get the product for free.
2. Teaser Campaign on Facebook
Teasers have helped gain momentum for innovative product launches and great Hollywood movies. The formula of success is simple: ask a question, offer a few hints, stir up curiosity, and get people wondering and waiting for the big reveal.
There are so many types of successful campaigns of this type to plan – visual teasers, short videos in which you offer hints, an impactful motto, and so on. Carefully planned for a period ranging from two weeks to one month (depending on the type and complexity of the product), these teaser campaigns are extremely effective in building the right amount of interest, curiosity and desire to be the first to know about your new product.
3. The Bold Pin on Pinterest
Visually appealing products can be promoted through the same series of work in progress photos on Pinterest as the ones used on Instagram. Create a special board for the product launch and pin a series of revealing photos, up to the date when the completed product in its package is launched.
4. The Impactful Hashtag on Twitter
Twitter launched the hashtag and remains the social network where this method of promoting a keyword remains the most efficient. Find a memorable hashtag which defined your product or motto and promote it for a few weeks until you reveal your product. In this way, you will get your followers’ attention and help the hashtag gain momentum and rank high on the actual launch day.
5. Mystery Unboxing on YouTube
Unboxing videos are very popular for newly launched products such as hi-tech gadgets, and movie or music box sets. You can start with this basic concept and turn it into a month-long pre-launch campaign. For maximum effect, add one extra layer of nondescript packaging to your existing packaged product and take your time showing hints and small peaks at what is inside.
Remember that people are curious by nature. If you manage to capture their attention and stir their curiosity with small, step-by-step, revealing photos and videos, you will certainly have the buzz going on and a great amount of interest and engagement on your product launch day. Good luck!