Is your brand or business ready to launch a new product or idea? Have you been combing marketing tactics to figure out a way to create a buzz without busting your budget? Social media to the rescue! As most marketers and brand engineers have figured out, social media has changed the way consumers are targeted. But with the evolution of the “nonstop news cycle” also comes the task of creating hype around something that is new or exciting for your brand. If consumers are always being hounded with information, what makes something stand out?
Let’s talk teasing…
Your brand or business has developed an amazing new idea or product and it’s ready to meet the public. How are you going to get the word out? Social media is inevitably part of your marketing plan, but have you considered a pre-launch strategy to gain momentum? Hopefully so!
Here are 5 effective ways to tease new products with social media:
Nothing entices people more than feeling like they are getting on a personal level with a brand. Before your product goes live, consider having a representative sit in front of the computer for a set amount of time to talk about what is coming up, answer a couple questions and leave community members wanting more. Consider ending the session with a secretive hint about what is to come.
Create a hashtag that is both a reflection of your brand and product or idea that influencers can use to generate buzz. Take for example Hawaii Tourism Bureau’s campaign, #LetHawaiiHappen, that launched in 2015 with a goal of sharing “off the beaten path” places to visit in Hawaii and encourage both first-time travelers and Hawaii’s veteran vacationers to visit/return to the islands. The end result? The campaign generate close to 100K posts with the hashtag #LetHawaiiHappen and 65% of people who saw the campaign say they plan to visit the Hawaiian Islands in the next two years. (source)
During any launch period, engaging directly with fans is critical to success. Businesses and brands want consumers and community members to feel like they are being talked to directly and on a personal level (see #1), so make sure that someone from your team is answering tweets, DMs and Facebook posts as best as possible. Brands like Oreo, Netflix and Southwest Airlines regularly engage in witty banter, leaving consumers laughing…and coming back for more!
It’s no secret that people enjoy feeling like they are part of how a product or idea comes together…so let them join! Take a look at potato chip powerhouse, Frito Lay, and their “Do Us A Flavor” campaign, which asks consumers to submit a new chip flavor for consideration. Submissions are tallied and 3 new flavors are launched where chip die-hards can then vote for their favorite. The end result is a massive marketing win for a company who has been a shelf staple for more than 75 years. It’s safe to say Lay’s isn’t going stale anytime soon. (https://www.dousaflavor.com)
Utilizing influencers for a product launch should be a no brainer, but making sure you use effective users that target your niche market is crucial. Just because an influencer has thousands of followers doesn’t mean his or her community is a good match for your product or idea. Research influencers that have the same or similar communities to the audience you are trying to reach.
Whether you are gearing up for a product launch, a new idea or rolling out an entirely new platform, effective social media teasing will ensure people are listening…not clicking past!
About the Author: Kait Hanson is a Hawaii-based writer who focuses on food, travel and lifestyle topics. She is a bar columnist for Metro Honolulu and contributing writer for Huffington Post, Buzzfeed, People Magazine and more. When she’s not writing, she can be found trying a new restaurant with her husband or playing with her two chocolate Labs, Judy and Bill, at the beach.