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7 ways to build buzz on social media for your new product before launch

Finally, your product is ready. Now you need to focus on the launch of your new product. Before that, you need to make sure that you have a fool-proof product launch strategy in place. Why? Because you have invested a lot of time and money. If your strategy fails, all of your hard work and money will be in vain. It’s very frustrating to witness the failure of new products. The main reason is that most of them ignore the importance of creating buzz before the launch of a new product. Here are 7 tips to easily and successfully create buzz through social media around your new product.

1. Release behind-the-scenes videos

One of the best ways to create buzz around your new product is to create a video of what’s going on behind the scenes. You can also use Instagram's IGTV feature or Facebook Live video to give your loyal followers a peek into behind-the-scenes footage of your hard-working team. These behind-the-scene videos, are valuable content, and they will help you build excitement among your audiences before the actual product launch. Based on that excitement, people will start talking about your upcoming product launch.

For instance, Wendy Nguyen - YouTuber and fashion blogger with nearly 665,000 Subscribers, helped promote Marissa Webb's Fall 2017 Collection. During New York Fashion Week, Wendy posted a behind-the-scenes video giving her community backstage access to the making of Marissa Webb’s look-book. The YouTube video was able to successfully create buzz and generate excitement for Marissa Webb’s Fall 2017 Collection, garnering more than 45,000 video views and 1,000 likes!

2. Create mystery around the product

Creating mystery around your product on social media is another great way of creating buzz for your product launch. It’s a guaranteed way of building excitement and generating enthusiasm within customers. OnePlus, a mobile company, wanted to launch their new variant of OnePlus 6. Without revealing anything about the product, the company just posted the number of hours left before launching the new product on their Instagram page.

The screenshot below shows that the post received more than 60,000 likes and hundreds of comments from their followers. Without giving any actual details about the new mobile, the company successfully managed to create buzz just before the launch of the product.

Screenshot taken in Socialbakers Analytics (now part of Emplifi Social Marketing Cloud)

3. Run ads on Facebook or LinkedIn

You can leverage LinkedIn or Facebook ads to create buzz around your product to generate leads. All you need to do is post the ad of your product and ask people to complete a simple form in order to receive something in return. This could be anything from updates about the launch to free trials. For example, this Facebook post Wealth Factory is giving away a free PDF.

To download it, one needs to fill out a very simple form, which appears once you click on the post. The form only asks for the first name and email address of the user. The details collected through forms can be used to run a drip marketing campaign. Through this campaign, you can start releasing product information to your audience. This will help create excitement in the minds of your audience and may help convert them into customers. If your product is an online course, then platforms like Kajabi can help you plan and run an effective drip marketing campaigns that will engage your audience about your product launch, as it builds a sense of anticipation that helps drive sales. 

Using clever date settings for sales offers and course content publishing, you can set up sequences of social posts and emails to be gradually sent out at a specific timeframe, with updates on the launch, educational content about the upcoming product, and more.

4. Team up with influencers

It's very rare that a product is successfully launched without a loyal and enthusiastic group of fans promoting it first. But if you don’t want to take chances, then you can collaborate with a group of influencers. This will ensure you a successful launch of your product - and it will also boost sales. Influencers can help increase buzz for your new product launch event. The popularity and demand for influencers are continuing to increase. In 2017, 86% of marketers chose to work with influencers for their marketing strategies.

You must identify relevant and suitable influencers for your product’s pre-launch event. You can use various tools and platforms to find relevant influencers. Always ensure to find and collaborate with the influencers whose personalities align with your brand and product. For example, to create a buzz around their new product, Clinique teamed up with men’s fashion and lifestyle expert Alex Costa. He posted an image on Instagram talking about the new product, with the hashtag #CliniqueForMen. The post definitely helped create a buzz around the new product, as it successfully generated nearly 4,500 likes.

5. Organize giveaways and contests

Contests and giveaways are some of the most successful methods to create buzz for a new product before its launch. This method will help you increase the awareness and reach for your brand. As a result, your brand can experience a rapid growth in the number of followers on your social media channels. In contests or giveaways, you can ask your followers to tag their friends or families or share and talk about your product on their social media handles. 

You can organize exciting and engaging contests and giveaways to start trending conversations around your product before its launch. For instance, during the launch of their new product, KeVita organized a giveaway contest on Instagram. The main objective was to increase the awareness regarding the benefits of the product and encourage more people to try it. They asked users to follow KeVita drinks on their Instagram profile and comment on their favorite flavor of the drink. The prize for the winners was a box of KeVita drinks and a $50 Amazon gift card. To enter into the competition, all users had to do was tag one of their friends or family.

6. Create educational and informational videos

Contests and influencer-generated content may be enough to stir the curiosity of your target audience. But if your audience is not aware of the features and benefits of the product, what will they talk about? To get people talking about your product, you need to create informational and educational videos about it. Make sure that the videos are also entertaining and engaging, so you don’t lose your audience’s attention. If it’s entertaining enough, many people will be prompted to share the video with their friends. For example, Coolest Cooler created a video on their new product and how to use it. The video is engaging, and the features of the product are very well-explained.

People will be motivated to like and share videos like this on their social media accounts. An educational video about your new product is likely to create buzz before the launch.

7. Take pre-orders

By taking pre-orders, you are generating a wave of enthusiasm even before the launch of the product. And this wave of enthusiasm will surely generate a lot of buzz about your product. Don’t underestimate the significance of taking pre-orders. You may have some loyal customers, who will instantly grab the product as soon as you launch it. So giving them the opportunity to place their orders before the launch is a great way to get them talking about the product with their friends.

Wondering when to start taking pre-orders for your new products? If you have decided the price of the product, you can go ahead and start taking pre-orders. Here’s another example from Coolest Cooler. The company is creating buzz by taking pre-orders. You can implement this method even if you are not selling a physical product.

The takeaway 

Are you ready to create some buzz?

If you want to achieve your sales and revenue targets, you need to successfully create buzz about your new product before its launch. Follow the strategies above, like conducting giveaways and contests, creating educational videos, and releasing behind-the-scene videos. These easy-to-implement strategies will help you create some much-needed buzz on social media for your new products. It will excite and encourage consumers to talk about your product even before you release it.

Editor's Note: This article was originally published on socialbakers.com. Any statistics or statements included in this article were current at the time of original publication.

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