How to Use Instagram to Build Buzz for Your Product Launch
Finally, it’s time to launch your product.
You’ve done the preparation, you think everything is in place, and you officially launch it.
Unfortunately, it doesn’t go as planned.
Instead of raving fans and new customers, all you hear is crickets.
Your launch performs far below expectations, and you feel like your product is a failure.
Sound familiar? Well, far too many businesses have faced this scenario – sub-par launches that don’t meet their expectations. And when this is the case, it can put a big dent on your revenue, and leave your scrambling for cash to keep your business afloat.
We don’t want that to happen to you…
So, how can you have a more successful product launch? You can start by using social media to build buzz around your launch.
And one of the best platforms to do this with is Instagram.
So today, you’ll discover how to use Instagram to build buzz around your product launch.
Let’s get into it.
1. Highlight the Problem
When people feel like you understand their problem, they also feel like you have the solution.
To start building buzz, you can make a post explaining the problem that your product will help solve.
For example, if your product/service helps businesses by way of a 24/7 virtual receptionist, you could post a picture of an angry person on the phone, followed by a caption like, “Do customers get frustrated when they can’t reach you? It’s impossible to be there all hours of the day ready to answer the phone – but stay tuned, because in the coming weeks we’ll give you a solution to this problem!”
2. Behind-the-Scenes Video
Behind-the-scenes footage is great, whether you’re filming interesting live video, or posting it as an Instagram post.
During your launch period, you can create behind-the-scenes videos of the creation of your product, or perhaps even show your team spitballing ideas in the office.
3. Create a Designated Hashtag
We’ve already told you how to choose the best hashtags for your Instagram photos – but this time, you’ll be creating your very own hashtag!
So, why create a hashtag specifically for your product?
Well, hashtags make it easy to categorize your product. They make sure that everything you post with that hashtag is easily accessible and collected in one place.
Then, with a few clicks, users can find out everything they need to know about your product. It also makes it easy for people to share your product with friends, because they can direct their friends to the hashtag.
The key is to use the hashtag whenever you’re discussing your product on Instagram.
When creating a hashtag, keep it concise, and use a phrase that is unique and speaks to your topic.
For example, if your product helps travelers find cheaper flights, you could use a hashtag like, #FlyCheapIn2016.
4. Create a High-Converting Instagram Ad
As we’ve said before, to get the most out of Instagram, you need to know how to create a high-converting Instagram ad.
For your product launch, consider creating an Instagram ad that leads to an opt-in page. On this page, users can opt-in with their email to get on the “pre-launch” list and be the first to hear when your product goes live (and potentially get special discounts).
That way, when it comes time to launch your product, you’ll already have a list of people anxious to grab it.
5. Tease the Launch in Your Instagram Story
Are you using Instagram Stories for your business? If not, you should be. And you should be especially active on Instagram Stories when building buzz for your launch.
As we mentioned before, you can post behind-the-scenes footage here. But you can also tease out benefits of your product, as well as some of the awesome things people will be able to do once they get your product.
6. Post a Countdown
Post a picture counting down the days until the official launch. You can do this when it’s 2 weeks out, one day out, and a few days away from launch. It’s a good way to build up anticipation.
In the caption, explain that the countdown is for the product launch, and then provide a benefit of your product.
7. Host a Contest
Everybody likes to win stuff – it’s human nature. And so, contests are a great way to build buzz around a launch.
The grand prize can be something simple like a free product
Here are some ways to run the contest:
- “Like” the photo to have a chance to win
- Create a photo contest with specific hashtags, and choose the best picture
- “Follow” your Instagram account to have a chance to win
And if you need some examples of good Instagram contests from small businesses, check out this post.
A successful product launch can elevate your business and bring in tons of revenue. Use this Instagram strategy to build buzz around your next launch, so you can open to raving fans and new customers instead of crickets!
Have you used Instagram or other social media platforms to build buzz around your product launch? How did you do it? Let us know in the comments below!