Social media is a powerful tool for introducing new product announcements to customers, but it can also be confusing. Most online retailers aren’t necessarily marketing experts. Their area of expertise is in selling, not content. That’s why so many end up spending money to outsource their social media management to a firm or a contractor. Others avoid social media altogether. Both strategies have major flaws.
- Locating a management firm is time-consuming and expensive.
- Maintaining radio silence on social media leaves your brand with few ways to control the conversation surrounding your products.
The moment social media becomes more expensive than the money it brings in, you’re essentially throwing profits down the drain.
It’s time for you to properly leverage social media for product launching announcements. We’ve got three best practices for new product announcements on Facebook and Twitter that’ll help you kick off your revitalized efforts. We’ll be using Bucketfeet’s new shoe launch as an example. Enjoy, you social butterfly.
How to Launch New Products on Facebook
Open with the Value Proposition
This post on Buckertfeet’s Facebook page has a strong opening with a value proposition. A value prop is a simple explanation of what makes a product attractive. If you want customers to be hooked in and finish the entire post, you should start with your value prop. For Bucketfeet, it’s the ability to inspire the jet setter lifestyle their customers aspire to reach. This post quickly leads off with an enticing value prop their audience is sure to love.
Also, be sure to notice the word choice used here. Using strong, confident language is effective, assuming you’re doing it in small doses. Like I always say, if everything is a big deal, then nothing is. Save your strongest language for launching new products.
Give Context and Detail
Facebook, unlike Twitter (which we’ll talk about later), doesn’t give you a strict character limit when you’re posting copy. This is a blessing and a curse for online retailers dipping their toe into social media. You may feel the temptation to ramble on and on, going over all the awesome details and benefits of your new product. That’ll just make your reader get bored and give up on reading your post.
Use your space wisely. Give a fair amount of context and detail without going too far overboard. Keep it simple, but don’t skip the juiciest bits.
Keep Call-to-Action Low Stakes
This social media best practice goes hand-in-hand with the previous tip. The goal of social media is not to sell the product, but to start a conversation that eventually leads to a purchase. How often have you bought a product directly from a Facebook post? I would gamble that the vast majority of your online purchases have been on ecommerce websites or marketplaces, despite the fact Twitter, Facebook, and Instagram all incorporate buy buttons into their sites.
Your Call To Action (CTA) is the response you want a customer to have at the end of your post. For this post, it’s driving customers to check out the various releases and learn more. For you, the goal should generally be similar, to drive customers to your website, but there are tons of different CTAs. Examples include:
- Apparel – Check to see if it’s in your size!
- Electronics – Tag a friend below who desperately needs a new iPhone case.
- Books – Let us know in the comments which book by this author is your favorite.
How to Launch Products on Twitter
Keep the Copy Intriguing
You only have 140 (and some cases 280) characters to get your point across on Twitter, and that includes the link. It’s the most frustrating and most fun part of Twitter. Bucketfeet can’t squeeze info about every style into the tweet, so they decided to go for intrigue instead. The short post along with the well animated GIF tells the viewer everything they need to know.
When you don’t have space to explain your product, post your value prop with the promise of more details on your website. They did this using emojis, and the results are awesome.
Embed Images that Explain
It is good to keep images simple for social media product launches for a few different reasons.
- You want the image to highlight the news, not distract from it.
- Tweets with images typically receive 313% more engagements than tweets without them.
Making sure the image, in this case the animated GIF, explains the content. If they’re scrolling down their dashboard, their eyes will be drawn to images first. An image with a questionable connection to the content won’t do much to make the right kind of audience stop and pay attention. Bucketfeet’s image here essentially says exactly what the content will say: Here are the new styles.
Be Quirky and Confident
I’ll be honest with you and let you know that it won’t always be an easy sell to come up with fun, silly social media content. You’ll feel nervous about whether or not your customers will understand your sense of humor.
But social media is less about facts and more about voice. You’ve got an entire website optimized to sell your products and explain how great they are. Your social media is meant to drive people there. So, be sure to relax, have fun, and let a little personality slip through. If you can pull off that balance, as well as following the other social media product launch tips it will help with new product announcements. In no time, you’ll capture plenty of sales for your new product. Tweet away!