In recent years, Instagram’s shopping feature has made quite the splash in the online retail sector. This social media platform provides a convenient and direct way to get your product in front of the eyes of people who want or need it most. When launching a product on Instagram, there are a few important factors to keep in mind that minimize stress and maximize success surrounding a new initiative. Here are our suggestions for launching a product on Instagram.
Pre-Launch Preparation
When launching a product, service, fundraising campaign, or even a new business venture, it’s crucial to prepare at least a month ahead of time. Entice and excite your audience with captivating content and relevant photos while continuing to reach out and expand your follower base. Offer educational information, as well, cementing your brand as the expert on the issue surrounding the product or service.
With Instagram posts and stories, highlight the problem or need that your followers have and really underscore why this is an issue that needs solving. Hint at a coming solution or explicitly explain that your brand has been hard at work creating the very best answer to their question. Go in-depth with Instagram stories, explaining the ideation, creative process, manufacturing, and the like. Be sure to save each story slide to a campaign highlight reel so if new users come across your post via hashtag, they can visit your page and acquire information, such as launch date, where to subscribe, etc.
The Launch
Set aside one to two weeks for your product launch. In the pre-launch phase, around 80% of your content should be high-value, educational pieces. During your product launch, that number drops to around 20%, with the other 80% dedicated to pushing your new item. In your sales pitches, first include the intrigue. Then introduce the potential transformation that the product or service can offer. Close with a direct, obvious call-to-action (CTA) so your audience knows where to go.
Use an educational series hosted on Instagram’s Reels during the launch to further demonstrate the expertise that went into the creation of your product. Not everyone will partake in your product launch by making a purchase, so you still want to provide valuable content to mitigate losing followers. This content can plug your service, product, or business, but should also offer information about your overall brand, like its ethos, origin story, and a-ha moment behind the new product.
Post-Launch Tasks
Many brands make the mistake of letting their content creation die after a product launch. However, this is a great time to continue drawing in potential customers or clients who haven’t yet heard of your service or product. Display positive reviews, provide information on re-stock dates, or advise on creative new ways customers are using your product or service. Share user-generated content (UGS) to promote the community surrounding your business.
Instagram is one of the best tools when it comes to promoting your product or service. Its vast and diverse user base allows brands to access a continuous stream of new and potential customers. Various content platforms within the application – like stories, posts, and reels – allow brands to market creatively and tell their story in a way that highlights its best features.
For help with your next product launch, growing your social media following, or creating high-quality content, contact us for assistance.