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How Can I Use Social Media to Plan a Product Launch?
You’ve done it! Your brand has created a new product that is fabulous and life changing.
Now, how are you going to tell the world about it? Planning the perfect product launch through social media is essential for any business, big or small.
Use a Workback Schedule to Plan Milestones
Get your calendar and pencil out because working backwards is going to be your new best friend. Start at your favored launch date and work your way backwards, setting due dates for important milestones. This will help you realize just how much time you have (or don’t have) to accomplish everything you need to get done. Below are a few things to keep in mind while scheduling.
- How will you create content for your product posts?
- Will you be using influencers for paid collaborations and/or organic growth?
- What is your overall spending budget? This includes boosting posts on social media platforms and running campaigns.
Consider Paid Influencer Collaborations
If you plan to work with influencers, it’s best to start by curating a special list of ten influencers that you feel align well with your brand. Keep in mind how large of a following you have already and how large of a following the influencers have. Influencers are more likely to pair with a company that has a larger or similar following to them. Even if you have a very large following, never rule out micro influencers either — they can be very beneficial for your brand!
Next, reach out to them asking if they would like to collaborate with you. Make sure to send them your terms and conditions of the partnership, including number of posts you’d like, particular hashtags to go along with the post, and any other relevant information they may need. Most influencers require two to three weeks upon arrival of the product to create high quality content, so it is important to work this time frame into your workback schedule.
Organic Influencer Sendouts
Organic product sendouts are a great way to garner influencer attention without having to spend your advertising budget. This is a great way to grow brand awareness and relationships with influencers for possible future launches and gives them full creative freedom. Keep in mind, however, that not all influencers will share the product you send them on their social channels.
Shoot Your Own Content & Tease It Out
Content is the most important aspect of social media, especially on Instagram. Be sure to create original content to promote and tease the new product to create a buzz around the launch. Start teasing out photos and videos of the new product about one week in advance to get your audience excited! You may want to boost these posts as well on Instagram and Facebook to gain more reach.
Not sure where to start with your content?
Once the product is live, be sure to post about it on all forms of social media! Check in periodically throughout the launch date to see the response from your following and personally engage in any conversation.