The ultimate guide to LAUNCH a product on social media

Have you ever looked through your Instagram feed and wondered, "How did they know I was looking for this sneaker/hoodie/blender/fill in the blanks?" People are increasingly discovering new products and services online via social media, rather than through more traditional channels such as television advertisements, newspaper advertisements, hoardings, and billboards. And this is especially true in the aftermath of the pandemic, since a growing number of people are comfortable spending time and money online.

Thus, when a company is about to debut a new product, it is critical to generate significant internet buzz. Brands must pique consumers' interest in the product and its concept. However, with over 3.6 billion individuals active on various social media platforms and spending an average of 2.5 hours per day perusing and communicating, there is a possibility that a brand's message will get lost in the din and noise generated by nearly everyone online.

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Thus, here is the ultimate cheat sheet (or handbook, if you prefer) prepared by India's best social media marketing agency, Digitactseed, on how to generate buzz, stand out, and attract the correct eyeballs for an online launch of a new product or brand.

1. IDENTIFY THE AUDIENCE FIRST

Before launching a new product or initiating any sort of marketing activity, a company must first determine "WHAT DOES THE MARKET WANT?" and "HOW DO WE IDENTIFY THIS AUDIENCE?"

It begins with market research, which identifies the perfect consumer based on a variety of demographic factors such as age, gender, interests, income, and geography. It can begin with something as easy as a Google search for a product identical to the one the business is about to launch. Simply looking at the demographics of the rival brands' content, photos, and reviews on their buying platforms might provide some insight into the perfect customer.

If the product is aimed at young adults in their twenties who enjoy keeping up with trends, Instagram is the place to discover them (after all, isn't everyone on Instagram now?). If the product is more service-oriented, more expensive, and targeted at a little older demographic, Facebook may be the best location to reach them. If business communities, art enthusiasts, or musicians are the intended audience, there is a platform for them as well. However, it all begins with a clear understanding of who the product, service, brand, or idea is intended for: the OG TG.

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2. DEVELOP A CALENDAR FOR ONLINE CONTENT

Ray - An Ethnic Fashion Label

A launch timeline is critical for the brand to track each move and post on the many digital platforms where it is active. While it may sound as simple as snapping a photo and uploading it to Instagram, Facebook, or Pinterest with the phrase "Check out our newly launched collection," it is much more...

Consider the following: product images must be taken, they must be identified (if not already done), banners and creatives for website pages and posts must be created, and captions for each platform must be created (hashtag heavy for Instagram, long yet linked for Facebook and short and sweet for Pinterest)

are required to be written, promotional email draughts to be generated, SEO work to be performed, and specific social media promotional content to be created for boosts... Phew!

That is correct... All of this is in addition to the standard in-store or outdoor marketing initiatives. Here's how Ray Ethnic, an ethnic fashion firm located in Ahmedabad, recently prepared their product launch. Simple, minimalistic, and direct.

Plan every piece of online material, from the teaser through the launch to the product demonstration. True, it takes time, but once that is accomplished, the real work becomes a piece of cake.

3. BEGIN CREATING SUCCESSIVE

Social media is an incredibly strong tool since it is scalable, cost effective, allows for considerable creative freedom, and most of all, the people are there, online!

And one of the most effective methods to get started with promotions is to pique people's interest online, via sites such as Instagram, Facebook, Twitter, Pinterest, and even LinkedIn (if the brand has an audience there).

Begin with Coming Soon posts such as the following:

Give viewers a sneak peak at how the product will look, what it will be used for, and why it is special. This is a method of teasing the consumer by displaying portions or an element of the product as a preview and explaining why they should anticipate it.

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Posts That Will Be Available Soon

Following that, you may create countdown postings such as '2 Days to Go', '1 Day to Go', and so on. These types of promotional content instil a sense of anticipation in followers and customers, encouraging them to visit the brand's social media profile.

Finally, following the launch, a giveaway or contest might be held via specially produced articles to increase page interaction. Are you curious as to why? Because when a page receives the highest level of engagement, the posts appear in the Explore and Suggestion areas of non-following people online who may share similar product preferences.

4. USE HASHTAGS CREATIVELY

Another excellent approach to generate buzz about an impending launch on social media is to create a unique hashtag that gives a hint about the product and brand while leaving consumers and followers in the dark about what it could be.

While creating a launch hashtag, keep the following three points in mind:

It ought to be exact.

Make an attempt to write it in title case to make it more comprehensible.

By generating a hashtag, they are able to immediately spotlight content linked to the launch and reinforce the brand's identity. Additionally, it enables fans to tag, share, and engage in launch activities, as well as publish their own images associated with the brand.

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5. MAKE A SURPRISING SPLASH: THE LAUNCH

The launch must be timed in such a way that the product/s are unveiled simultaneously on all social media channels. This is when the first point about advanced content planning comes in handy.

Because Instagram and Facebook are both owned by the same company, it's easy to organise and schedule posts around a specified time period, including personalised content, hashtags, and call-to-actions (CTAs). While Facebook has its own Creator Studio tool for managing Instagram and Facebook pages, there are other third-party services for LinkedIn, Google Business, and Twitter, such as Later and Hootsuite.

Platform Creator Studio

Digitactseed, one of the leading social media agencies in Ahmedabad, says that brands should optimise these launch posts for optimal visibility and exposure to new consumers. While it is straightforward to setup an Ad Account on the Facebook Business or AdSense for Google platforms, it is prudent to enlist the assistance of a leading digital marketing agency to share the burden of tracking, analysing, and strategizing these online sponsored campaigns.

Arrange for a staggered launch.

Unlike a single large splash launch, a staggered launch reveals products sequentially or in instalments. Instead of placing everything on sale on launch day, the products might be rolled out over several weeks.

Remember how Apple released the iPhone 12 in two stages? While the initial motivation for this exercise was supply chain disruption caused by a global smart-chip shortage, the brand's marketing teams decided to launch the smaller versions of the phone first, followed by the larger and more expensive versions of the phone, along with upgraded versions of its accessories, just in time for pre-Christmas sales.

This manner, brands may not only continue the dialogue, but also capitalise on different sales opportunities, such as festival and holiday seasons.

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6. ESTABLISH YOUR ANALYTICS

Instagram's Audience

The true success of a launch or, for that matter, any digital activity is determined by the statistics. A brand should have the tools necessary to develop the appropriate metrics, regularly analyse the various milestones during the launch, and then conduct a comparison study with its objectives.

Create a cross-channel social media analytics dashboard prior to the launch using technologies such as Google Analytics, HubSpot, or Sprout Social, and connect it to the various platforms where the launch will occur.

Specifically, Instagram, Facebook, and LinkedIn. Naturally, each tool includes built-in insights or analytics for views, clicks, and conversions that enable organisations to determine which pieces of content and strategy succeeded and which did not.

It enables the tracking of a variety of indicators, including hashtag performance, visitor activity by region, post reach and engagement, and more. This enables marketers to make informed budget allocation decisions for campaigns, fine-tuning the target demographic to ensure a successful launch.

Report on Google Analytics

7. CONTINUE THE CONVERSATION

Following the launch, the brand must maintain momentum through a variety of modes of audience engagement. Because all of the hype generated following the legwork required to debut the product must not fizzle out after a week.

Continue releasing articles about the product, its key features, its availability online or offline, and how it is receiving a response (only if it is positive). Encourage fans and consumers to tag the business with their products and reshare them on social media, providing free publicity for the users as well.

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