WHY YOU SHOULD USE SOCIAL MEDIA TO PROMOTE YOUR NEXT PRODUCT LAUNCH
BY HEIDI MCIVOR ALLEN
In our post-pandemic, TikTok-dominated world, businesses can’t afford to overlook the power of social media in their digital marketing strategies. Oftentimes businesses that don’t understand how to approach social media focus their marketing efforts elsewhere, but they fail to understand that word of mouth is equally as influential online as it is in real life, if not more.
Don’t ignore the potential of an online community of engaged followers and dedicated supporters! Keep reading to learn more about why you should use social media to make a splash with your next product, service, or release.
GENERATE BUZZ AND GET REAL-TIME FEEDBACK
Social media platforms like Twitter, X (formerly Twitter), and Instagram are great outlets for dropping teaser campaigns and getting followers excited for your product launch. Share behind-the-scenes content, countdown posts, or exclusive sneak peeks to keep your audience engaged and ready for the release. Plus, leveraging social media in general allows you to target a wider audience and extend your reach further than traditional marketing strategies.
Social media also allows for more immediate interaction with your audience than other digital points of contact, like email or website contact forms. You can answer questions, address concerns, and gather valuable input about your product from potential customers in real-time. This direct line of communication can even help you make quick adjustments to your launch strategy if needed–showing consumers you value their input.
SHOWCASE YOUR PRODUCT IN ACTION
Visual-forward platforms like Instagram, TikTok, and YouTube are excellent places to demonstrate your product’s or service’s features and benefits. You can post tutorial videos and customer testimonials, or showcase your product being used in real life. We’ve seen particular success with this strategy in the automotive sector, with dealerships using social media to showcase new vehicles with videos of 350-degree walkarounds, test drives, and interior tours.
This social media strategy can be particularly influential if you’re trying to target a specific demographic or audience of potential customers. You can then use your visual social media content in paid social media ads to target users based on certain interests or behaviors that align with your ideal customer profile.
TIP: Leverage content across various social media platforms, and coordinate the timing of your cross-platform posts to maximize your reach.
COST-EFFECTIVE MARKETING TO A WIDER AUDIENCE
Part of finding success on social media is knowing your audience and what social media platforms they’re most likely to use. For example, a hair salon introducing its new lash extension services might target adult women on Instagram, while a podcast production company might find its ideal audience on YouTube.
TIP: Focus your social media marketing efforts on two or three platforms where you know your target audience can find you.
The ease and accessibility of social media make these digital platforms a more budget-friendly approach to promoting your product launch. Compared to traditional advertising methods, social media marketing can be extra useful for small businesses and startups with limited marketing budgets. Organic content, targeted ads, and collaborating with influencers are all cost-effective ways to get the word out about a new release without breaking the bank.
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