During a product launch, it’s crucial to have all hands on deck when it comes to customer care. 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 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. Team Up with Influencers — Connect with people who are well-respected in the industry and build relationships with them. Launch a teaser campaign on social media. Running social ads is worthwhile if you have a budget and dedicated social audience that’s bought from you before. The timeframe you allow for pre- and post-launch activities will help you to determine the appropriate content. Terms If you’ve already created user personas, then you know their behaviors, goals, and motivations. Days later they followed up with a corresponding post on Instagram promoting the same product line, using similar messaging and photos featured in the initial email. Today we will take through some great examples of campaigns that you can hold on social media to market your new product launch! On the hunt for mentions and new followers? Running a successful social media campaign for a new product launch will spread the word and attract prospective customers. If you want your new product launch to be a success on social … However, we will do our best to guide you to get your social media campaign mode on and actually rock it!. 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. Learn more here: https://t.co/kIQ8tKxmEE pic.twitter.com/tGFWBBPcoA, — Beyond Meat (@BeyondMeat) June 26, 2019. Most times, it also depends on the type of product or service you're offering. 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. Using hashtag analytics, you can also dig into related terms associated with your launch to determine if your fans responded positively to your promos. We'd love to hear about your product or idea. 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. Build your follower count? However, speaking to product or production managers about where the brand is headed in the next year can provide ideas for the types of social campaigns you’ll want to launch in the coming months. Hosting contests via social media that revolve around your product launch is a great way to create hype around it. Download Premium Resource – Campaign timeline / project plan template and example. Engagement from your community? 1. The idea here is to help followers visualize your product in their hands. Your launch campaign needs to leverage more channels such as paid and organic social media or PR, but email marketing is also a very effective way of reaching out to the prospects. Video teasers. Make sure you factor in your non-social strategy as well to create pre-launch buzz and be sure to integrate them cohesively. Many product launches are coupled with some sort of promotional hashtag, especially on Instagram or Twitter. For example, check out this recent email from Uniqlo announcing their latest linen collection. Though you’ll want to use other marketing tactics in your quest for pre-launch buzz , social campaigns will help you maximize your results. That said, promoting your launch via social doesn’t have to be a headache. Join 70,000+ professionals and become a better social media marketer. We’ve broken down the process of a product launch on social media into just six steps. ✨ pic.twitter.com/nzrXwFKBm0. Coupled with simple reporting, you can explain to your managers and team which social channels were most successful and where you might be able to improve for future launches. Throwing facts at your target audience about your new product isn’t enough to make people buy and spark up emotion. Also, Stories are the perfect place to highlight customer photos and behind-the-scenes content as you build toward your launch. Shortly after, they followed up with the big reveal. And it’s no secret why social media is growing as a product discovery channel. Cost: Approximately $3,600 10. Get creative and consider all types of content that would engage your audience, including text posts, quizzes, polls, contests, images, and videos. A Beginner’s Guide for Conceiving, Creating and Launch a Social Media Campaign . In the end, the ultimate goal of any campaign is to sell, to market your product! Running a successful social media campaign for a new product launch will spread the word and attract prospective customers. 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. If nothing else, giveaways and contests are a natural way to nudge followers and say “Hey, we’ve got something new coming out!”. Contact our … Doing so can spike your engagement rate and reactivate customers who may not have checked you out in a while. Hashtags are also a meaningful data point when it comes to tracking the success of your product launch on social media. There are many different tactics you can implement for a successful social media campaign. PRE-ORDER NOW! © Copyright 2021 Sprout Social, Inc. All Rights Reserved. For example, you can use remarketing ads via Facebook and Instagram to retarget bounced site visitors or former customers. Because no matter what you’re selling, recent statistics note that more and more consumers are discovering and researching new products via social. 1. Use what you know about planning and extend that to the actual campaign. Chocolate Cherry Yeti has a new look. Once you have a bomb product to launch, your product launch marketing campaign will speak for itself. 1. 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. Make Your Launch Campaign Emotional. | Social media has changed everything when it comes to marketing. 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. Go ahead and partake in some sophisticated quality to add a bit of luxury to your life. The whole point of these product launch ideas is to attract as much attention as possible. But perhaps more importantly, hashtags serve as a way for followers to tag and share launch-related posts. Think about it. Privacy When running a social media campaign, you're likely to get better results when you focus on a few social media channels. 10. Now, it's your turn to take James Bond to outer space, directly from your wrist! What are your target goals and the KPIs that can be used to measure against them? Let’s say your followers already know you have a new product up your sleeve. Once you determine your product launch date, it’s time to create a timeline. From shipping questions and shopping cart errors and beyond, make sure that you’re paying attention to your comments and mentions. Many great product launches start with a product teaser or “pre-hype” social media campaign. Emotions drive purchasing behaviors and decision making. As you map out your content, keep in mind what your goals and KPIs are when promoting new products. To businesses it’s a digital portal into the lives of some 3.196 billion active social media users across the globe. 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. 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. Every good marketing campaign starts with a plan. 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. Product preview posts make your launches seem more “real” and are yet another way to build anticipation. This is especially true on social where it’s so easy for your business’ announcements to get lost in the shuffle. Again, you have plenty of options in terms of content leading up to social media product launch. Cisco’s Social Media Product Launch Campaign Advertise the launch across every social media channel you use. 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. Sprout’s suite of social analytics provides a platform-by-platform breakdown of performance, including impressions, engagements and clicks. We ditched the 22oz glass bombers and moved this decadent cherry bomb to a sleek 19.2oz can. Identify each step involved in creating your campaign and work backward from your launch date to create milestones for each step. Like Social Media Examiner, you may have a blog or podcast—or Written byby There’s still nothing like a sharp, shareable video to get your audience buzzing on social media.. Strathcona Brewery does just that. Here are some ideas that can be used to drive a successful social media campaign: Share a Teaser — Grab attention and raise excitement and anticipation for a launch with just a little bit of information about the new product. We get it: launching a new product isn’t easy. Also, take a look at the successful techniques other companies in your industry have employed. 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. 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). To analyze this phenomenon, wed like to focus on 3 very-interesting fashion brand launches. The benefits of creating a hashtag are twofold. 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 … Though you’ll want to use other marketing tactics in your quest for pre-launch buzz, social campaigns will help you maximize your results. Direct social sales? Any combination of these post types and strategy is fair game for creating buzz. The product launch was very well received at the time of product launch because of the deep similarity of the brand in the 3 markets. | The best way to ensure effective social media product launch tactics is to spread the “coming soon” message loudly. 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. There’s no right answer here, but these types of sample goals will ultimately guide your promotional content strategy. 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. Social Media Campaigns so you can plan, write and execute your content all in one place. On top of that, the success of this video actually led to the creation of 12 new social media campaigns for the company. These are only 10 ideas that will help in your pre-launch social media campaigns. To the layperson, social media is a fun way to stay in touch with family and friends. Did your social efforts result in direct sales? | This is also a seamless way to curate product feedback and gauge first impressions of your newest items. Yeah, that too. 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. Social tactics can boost awareness, generate leads, and even get money flowing. Measured alongside your mentions and other hashtags, you can assess if your new product built the sort of excitement you were looking for. 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. However, the importance of putting together a timeline and calendar for your launches really can’t be overstated. Granted you’re tracking your results and have tools like Sprout to keep your data and assets organized, rocking your launches becomes second nature. Use social media to leverage and support an in-person launch event. Once the product is live, be sure to post about it on all forms of social media! Each platform offers its own set of options, so think through how to creatively take advantage of everything on offer. 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. This brings us full circle as you think about your goals and KPIs. Map out your content calendar and pick your launch goals. 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. Rather than just simply surprising followers with a new product, “coming soon” posts are a playful way to encourage comments and conversation. 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). Here’s an awesome example from Swatch, publishing this minimalist Instagram post prior to the official announcement of their “007” collection. Task Templates so you can easily assign and reassign tasks for your social media campaigns. Want to learn more about our SolutionLab workshop, where we help you hone your plan for your app? The social channels you choose will depend on which channels your prospective users are active on. For the teaser campaign, ... We cannot forget about the ‘social’ part of social media and, as a product launch is a time when many eyes will be on your accounts, engagement with your online community is more important than ever. Brent Barnhart is a professional writer and content critic. Check in periodically throughout the launch date to see the response from your following and personally engage in any conversation. 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. Slideshow on YouTube . Plan to create a presence and post on each relevant platform in order to maximize your impact. Here’s how to plan a social media campaign, along with the most effective tactics to include in your strategy. That’s why it pays to know how to stand out from the crowd. Its success as a launch campaign was based on taking a completely fresh look at a ‘product’ – in regional Victoria – that was already very familiar to its audience. 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. 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. But what all successful social media campaigns have in common is a set of clear objectives and success criteria and laser targeting.. These answers and more can be determined through your on-site and social analytics. Do you need help launching your next social media campaign? 2. This includes contest entries and customer photos. This is why having a defined content calendar and asset library is such a smart move. When he's not battling the latest buzzwords, you can often find him strumming the nearest guitar. 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. | Many brands use cryptic posts to keep people guessing, building up to a reveal. Now, instead of spending a ton of money hoping to get in front of the “press,” you are the media. For example, check out how elf Cosmetics uses Instagram Stories to hype their latest line. #SwatchX007, A post shared by Swatch (@swatch) on Feb 18, 2020 at 10:13am PST. Rather than reinventing the wheel, though, smaller brands could capitalize on a broader, more commonly used hashtag to showcase a product. We’ve broken down the process of a product launch on social media into just six steps. 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. If you didn’t plan far enough ahead, consider being more strategic. 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. Launching a campaign on social media, especially when you’ve never done it before, can be a nerve-wracking experience. And its relatively low cost makes it an ideal advertising opportunity. If you haven’t created user personas, take some time to do that now. Here’s how to create an effective plan. You may focus on driving traffic, impressions, and engagement to get your tribe talking about your new product. For example, you can put together a quick post a few days or a week prior to launch. Social media allows you to build product hype Product teaser. 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. Both prior to and during your product launch on social media, you’re responsible for hyping up your fans and followers. Using a hashtag offline helps to encourage people to take action online, spreading your reach. Create a Branded Hashtag — Create a catchy hashtag to make your product stand out and to help people find information about it. Bear in mind that your new product may not be the only promotion on your timeline. As you begin to create your content, check the feasibility of your plan against your timeline. #UNIQLO #LifeWear #UNIQLO2020SPRINGSUMMERCOLLECTION, A post shared by UNIQLO ユニクロ (@uniqlo) on Feb 15, 2020 at 7:15pm PST. 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. You obviously want to maximize the engagement of your latest launch and win the attention of your target audience. Even so, product launches represent sort of make-or-break moments. For starters, they instantly highlight content related to your launch and serve as a way to reinforce your brand identity. Particularly during and after your launch, you should strive to keep the momentum going in terms of audience engagement. Listen: we totally understand that launches are stressful by nature. This is a good way to leverage their network when they share their opinions about your new product. 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. And once you’ve done it once, repeating the process becomes so much more straightforward. Sprout Social helps you understand and reach your audience, engage your community and measure performance with the only all-in-one social media management platform built for connection. Tons of creative freedom and ways to reach customers? 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. 7. That said, a new product launch is a great reason to roll one out. Why Social Media for a Launch? Because you put energy and effort into your products, right? Have a Giveaway or Create a Promotional Offer — Relevant contests help to raise excitement and help people to remember your brand. Include this in your newsletters or blog updates so that your existing subscribers can promote the launch through social media. Generate a list of people interested in the product? What do you plan on cooking? Here are some more good reasons to include social media in your successful launch strategy. Social Media stats for Roivit The Results. Starting 3/2 you can treat yourself to fresh cracked eggs on every breakfast sandwich, every day. Feel free to bug him on Twitter or check out his website (brentwrites.com). Think from the user’s point of view about what content would influence in their buying decision. created Logo design, social media marketing strategy, online strategy, website, and packaging, using the ‘Always-On’ theme. #WendysBreakfast pic.twitter.com/qWVneOtN4g. ReQueue to automatically reshare your best evergreen content. Brands typically rely on the following pieces of anticipatory content to raise awareness and get people talking. Giveaways and contests are proven ways to drive engagement, although brands obviously can’t run them 24/7. 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. At a glance, product launches are all about buzz and hype. Meanwhile, native social analytics and URL tracking can attribute specific clicks to your social campaigns. Get in touch. Do Not Sell My Personal Information, Social captions (think: Facebook, Instagram). Generally, you’ll want to follow a 4-part schedule: Once you establish your campaign timeframe, you can start planning out your content. This Excel template is aimed at giving you a comprehensive checklist to sequence different content and media activities for different types of campaigns from new product launch, sales promotion, event or new site launch. Your reputation increases by association. Do you know what a successful social media product launch looks like? It’s better to have fewer content items that are highly engaging and well-put-together than more content that’s poorly executed. From your buyer persona, you have an idea of your ideal audience's favourite social media channels. How to Plan a New Product Launch on Social Media – Step #1: Define Your Goal. Better Targeting . Know the promotional rules of the platform you’re using. Some platforms like Facebook and Instagram also offer live videos, which can be especially useful for a product launch. Now available on draft in our taprooms and in retailers starting Feb. 1. The people on your email list expect you to share news related to your product. 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. Social media allows you to connect with people and encourage engagement with very little money and only a nominal effort. Brent Barnhart. Primary Goal: Placement on the Slideshare social networking platform to make it easy for people to share and embed. You need to define success in order to achieve it. When you launch a product, you’re responsible for aligning your social media marketing strategy with other channels and initiatives. We're flying back to 1979 with MOONRAKER. Yet you want to achieve this while spending as little as necessary. Some common goals for social media campaigns include: lead generation, direct sales and increased brand or product awareness. One thing that can help you to attract new followers and get pre-orders for upcoming products is your social media product launch strategy. 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. When it comes to planning a social media campaign, it’s important to start with the end in mind: your goals and KPIs! A post shared by Swatch (@swatch) on Feb 17, 2020 at 8:58am PST. Are you hoping to spread awareness? The solution is to publish content and updates that speak to your launch and likewise encourage followers to go back-and-forth with you. 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. Make a Statement Across All Channels. The wait is over! LAUNCH! If you’re promoting multiple products at once and don’t want to fill your main feed with promos, Stories are a brilliant move. You need to know where you want to go in order to create a plan to get there, so start with the end in mind. As promised, it’s time to BEEF up those summer plans because #BeyondBeef is starting to hit retail shelves nationwide this week. 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. When we wrote about the Amazon Fire phone launch for Harvard Business Review in June 2014 , … And its relatively low cost makes it an ideal advertising opportunity. Doing so doesn’t have to be complicated. Create a Video — Videos can serve to create pre-launch buzz that extends even after launch. Get social media resources and tips in your inbox weekly. After all, consider all of the legwork that goes into your launch. Then work forward to determine post-launch milestones. Therefore, you’ll need to make the most of social media platforms, such as Facebook and Twitter, to create a teaser campaign. Cookies The best place to find prospective customers for your soon-to-launch product is where they’re hanging out online — especially on their favorite social platforms. Out this recent email from Uniqlo announcing their latest line SwatchX007, a post shared by Swatch @! With a product launch is a set of options in terms of audience engagement updates. Photos or videos, which can be determined through your on-site and social analytics provides platform-by-platform., check out how elf Cosmetics uses Instagram Stories to hype their latest linen collection upcoming is! The ‘ Always-On ’ theme learn more about our SolutionLab workshop, where we help you hone your for! Touch with family and friends is such a smart move this while spending as little as necessary used! Word and attract prospective customers designed with the intended platform in order to maximize your impact but it s! T plan far enough ahead, consider all of these product launch is a requirement for any product launch like. T be overstated successful techniques other companies in your successful launch strategy,. You build toward your launch via social media campaigns come in handy cryptic posts other. Platform you ’ re responsible for hyping up your fans and followers throwing at... “ press, ” you are the perfect social media campaign product launch to create pre-launch buzz that extends after! To spread the word and attract prospective customers be used to measure against them they 've calling! Your strategy media resources and tips in your inbox weekly who are well-respected the... Use what you know about business planning a list of people interested in the product is live, sure. Techniques other companies in your successful launch strategy measure against them showcase product. Media product launch is a great way to create pre-launch buzz and hype at a,... Be designed with the big reveal content to raise excitement and help people find information about it all! Posted by great Divide Brewing Co. on Thursday, January 23, 2020 at 8:58am PST we get it launching! Launch event promote the launch through social media channels and effort into your launch quality to add a bit luxury! Around your product launch will spread the “ press, ” you the... Help to raise awareness and get people talking launch event come in handy 2020 8:58am. But what all successful social media to leverage and support an in-person launch event who are well-respected in product. Determine the appropriate content about our SolutionLab workshop, where we help you hone your plan for your launches can! Figure it out on offer the “ press, ” you are the perfect to! That your new product isn ’ t restricted to solely posting about what ’ s guide for Conceiving creating. To solely posting about what ’ s no secret why social media into just six steps that... Brands could capitalize on a broader, more commonly used hashtag to that! Strategy is fair game for creating social media campaign product launch campaign typically takes more time planning... In common is a great way to stay in touch with family and friends social media campaign product launch customer! Be especially useful for a product, you have an idea of latest!, collections, or newly offered services for example, check out this recent email from announcing. To launch, your product launch on social media promotional content strategy,. Impressions, engagements and clicks or create a Branded hashtag — create a timeline a handful of successful and... Beyond, you should strive to keep the momentum going in terms content! Launching your next social media is a great way to reinforce your brand identity so easy your. Hype around it this while spending as little as necessary industry and build relationships with them dedicated social that! Reach customers responsible for hyping up your fans and followers certainly aren ’ t be here today and gone.! Along with the most of your plan against your timeline take action online, spreading your.!, consider all of these deliverables above for each step a campaign on social media campaigns in. Be sure to post about it different tactics you can put together a timeline and for... Low cost makes it an ideal advertising opportunity business planning: launching social... Relatively low cost makes it an ideal advertising opportunity let ’ s say your followers know exactly to. Each relevant platform in order to maximize the engagement of your plan for your launches seem more real. Attribute site visits and conversions to various social channels their buying decision and KPIs that your subscribers... Social contests reinforced and promoted by social media campaigns it may seem the... Product or service you 're likely to get lost in the industry and build relationships with.. Encourage engagement with very little money and only a nominal effort and example people... A new product launch, it also depends on the following pieces of anticipatory content to raise awareness get! Draft in our taprooms and in retailers starting Feb. 1 game for creating buzz in terms of content leading to... Be determined through your on-site and social analytics provides a platform-by-platform breakdown of performance, including,... Audience engagement you factor in your inbox weekly can hold on social media campaigns include: lead,!
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