Launching a new product on social media may feel overwhelming and scary, especially for businesses in their early stages. That’s because there is a lot at stake. Done rightly, it catapults the brand into the limelight. In contrast, a bad launch can make even a good product fail.
In this article, we’ll share the secrets behind some of the best product launches, the benefits of launching a product on Instagram, and a step-by-step guide to launching a product online.
WHAT ARE THE SECRETS TO SUCCESSFUL PRODUCT LAUNCHES ON INSTAGRAM?
Months of research, planning, and preparation go into a successful product launch. It must be done strategically, timed perfectly, and presented fabulously. Some businesses lure the audience by introducing a problem and providing a solution, while others tell gripping tales. In addition, leveraging the power of influencers, building anticipation to create an impact, or a fusion of the above is also common in the digital world. No matter the strategy you employ.
Here are three secrets to making product launches on Instagram successful:
- Use Storytelling – Storytelling is a time-tested tactic to market a product, no matter the format or the medium you adopt. Tieing a story to a brand is a sure-fire way to boost engagement and make the campaign memorable.
- Build Hype – A product launch entails three main stages; pre-launch, launch, and post-launch. To make the campaign successful, you must get into the game early. The more hype you create before the launch, the better the results.
- Integrate Offline Activations – Many businesses fuse the digital and physical world to maximize campaign effectiveness, and so should you. Offline activities like launch parties and influencer events are a great way to create a buzz in the market. No anticipation means no fun.
BENEFITS OF LAUNCHING A PRODUCT ON INSTAGRAM
As compared to other digital platforms, Instagram is more favorable for growth-hungry businesses looking to boost sales, drive traffic, and build revenue fast. Thanks to its fully-integrated e-commerce features, it is easier to find global leads and convert them into clients.
In addition, its visuals-focused interface promotes the product to local and international viewers better than others. Not to forget, features like Instagram Live and stories also work like a charm in boosting engagement.
Better interactions are another reason businesses choose Instagram, as it enables them to interact and build relationships with audiences on the go.
Moreover, its hashtags-powered algorithm helps new brands or products get the desired attention without investing big bucks in marketing campaigns. Today, any business can create a roar with a fascinating visual and catchy copy powered by creative hashtags.
TEN SUCCESSFUL PRODUCT LAUNCHES ON INSTAGRAM
An effective product launch focuses more on sharing an experience and less on selling the product. Here are ten brands that nailed their product launch in recent times:
Adidas UltraBoost 20 landed on adidas.com on December 6, 2019, yet started creating buzz months before. The post first appeared on Instagram on November 27, 2019, and has amassed over 785K views. Through witty storytelling, Adidas didn’t only hype the product launch but also cemented its vision deep into the viewer’s mind – belief makes dreams come true; Adidas UltraBoost 20 envisions defying gravity.
Over the years, DJI Global has produced some exceptional social media campaigns to introduce their products online. The DJI Mini 3 Pro, launched on May 10, 2022, is no exception. Its launch video garnered over 687K views in three months and became a hit worldwide. In this, DJI Global did nothing special besides sticking to the basics and creating a scenic video that appeals to all.
In March 2022, Zara launched ‘The Skin Collection,’ a line dedicated to makeup with a masterful video. Directed by Baron & Baron and filmed by Mario Godlewski, it shows a glimpse of all shades of their foundations and concealers with exquisite cinematography. In about five months, the post amassed over 409K views.
It sounds odd to link a horror intro with Nintendo’s famous pink hero Kirby. However, Nintendo Switch did just that to launch the latest game in the series, Kirby and the Forgotten Land. It may come as a surprise, but it worked, and the post attained over 280K views on Instagram.
There wasn’t much required to create a buzz around the new Nike Pegasus 39 except breaking the news of its arrival. But, Nike didn’t disappoint and launched the product with an epic video rewinding the clock to show how innovation made Pegasus 39 possible. To date, the post has received almost 152K likes.
The most creative things are sometimes the simplest. Chanel’s product launch campaign for its nail polish collection, The Sky, The Sun, and The Sea proved the adage true. Through a short 5-second video, they didn’t just demonstrate two of the best shades from the line but attained over 80K views.
Adidas x Gucci Collection video, posted on July 21, 2022, on Gucci’s official channel, has amassed over 74K likes. Directed by Max Siedentopf, it is a short video for everyone passionate about Gucci, Adidas, or art. The catchy tune, cinematography, and artistry perfectly highlight the result of the two titans’ collaboration – exceptionality.
The new Gucci Dive watch, made from bio-based materials and recycled steel, launched this month in style. With a film shot originally for NSS Magazine, the video featured creator Avery Ginsberg with a Gucci watch on his wrist and all things green in the backdrop. It attained over 18K views within two weeks.
Daniel Wellington’s petite-square dial watch with a piano strap launched on their website on March 1, 2020. A modern take on a timeless classic timepiece, its image and copy highlighted the same notion and received over 14K likes on Instagram.
For their new fragrance Defy’s launch, Calvin Klein turned to actor and influencer Madden Richard. The collaboration somewhat worked as its product launch received over 14K likes. All it took was a star and a story.
A STEP-BY-STEP GUIDE TO LAUNCHING A PRODUCT ON INSTAGRAM
Launching a product on Instagram can become simple if you know how to do it right. To make your next launch a breeze, explore this step-by-step guide to launching a product on Instagram:
Step 1- Set Realistic Goals
It is a mistake to initiate a product campaign with ill-defined goals. Not all campaigns are alike. Some boost awareness, while others drive sales and sign-ups. So, define the objective and plan the launch accordingly.
Follow a Timeline
Timing a product launch is almost as critical as defining goals. To achieve the best results, you must follow a strict timeline. It is required to allocate days smartly between the three product launch stages. Typically, a week to build hype, a day to launch, and 5-6 days to follow up work the best.
Step 2- Define Your Creative Vision
A creative vision entails two things: visual style and campaign message. The first is your brand guidelines with details about the fonts, colors, and designs, while the second is the underlying theme, mission statement, or vision.
Step 3- Populate Content Calendar
For a successful product launch, you need a series of posts. That’s why it is pivotal to have a calendar ready beforehand. Plan and schedule content in advance so you can find time to interact and engage during the launch days.
Step 4- Integrate Offline Activities
As said earlier, a good product launch leverages all mediums to build hype, digital and physical. Find an influencer, plan launch parties, or decorate a local spot to hint your product’s arrival.
Step 5-Find the Right Influencer
To raise brand awareness, you need to find a likable influencer famous among your audience. However, you don’t necessarily have to team up with a star to make its launch a success. In contrast, all you need to do is find a Nano or Micro influencer and pair up. They drive more engagement and charge less.
Step 6- Launch Your Product
With goals defined, strategy finalized, posts ready, and influencer by your side, it is time to launch. Moreover, you can also boost engagement on the launch days by using a countdown or hosting a live question and answer (Q&A) session.
We hope now you feel more confident about launching your product on Instagram than before. The platform empowers creators and entrepreneurs with small teams and big dreams. So, don’t fret!
If you still feel a little short on inspiration, check out the Top 10 Brand Instagram Profiles that are nailing their launches.