- How to launch a product on Instagram: essential steps for success
- Published 31/07/2023
- 7 min Read
- Written by Anastasia Zaichko
Table of contents
With over 2 billion users, Instagram is a cost-effective, interactive platform ideal for unveiling your new product. But a successful launch demands more than appealing images and captions. It requires a strategic plan that resonates with your audience, from setting clear goals to cultivating an engaged following. In this guide, Famesters, an Instagram influencer marketing agency, will guide you through the process, providing valuable tips to help you maximize the platform’s potential for your product launch. Let’s dive in.
WHAT MAKES INSTAGRAM A PERFECT PLATFORM FOR PRODUCT LAUNCH?
Two main reasons here: its user-friendly interface and diverse features. As the fourth most popular social media platform worldwide and with the estimated user count predicted to cross 2.5 billion by 2023, your product launch has the potential to reach a vast audience on Instagram.
Let’s take a look at 3 more reasons why Instagram is a go-to option to launch a product and build hype around it.
- On-platform e-commerce features
One might believe that the pathway to a brand’s success lies in the bio link that leads to their website or online store. However, research conducted by computer scientists at Columbia University indicates a different reality. Their study reveals that approximately 59% of the links shared on social media platforms remain unclicked. In contrast, Instagram revolutionizes this trend by enabling businesses to utilize built-in features like product tags and shopping options. Thus, when launching your product on Instagram, you create an immediate, on-platform opportunity for users to discover and purchase your product, bypassing the often-ignored bio link.
- Affordable advertising and influencer marketing opportunities
With an average cost-per-click (CPC) ranging from $0.20 to $2.0, your marketing budget can stretch much further than on other platforms. Furthermore, if you’re operating on a tight budget, Instagram’s vibrant influencer ecosystem offers an organic promotional avenue. Partnering with influencers and creators to generate buzz around your product launch can attract potential customers without the hefty expenditure often associated with traditional paid marketing campaigns.
- Streamlined user engagement
Instagram’s interface fosters strong brand-follower engagement, with the overall median engagement rate on Instagram 0.47% (but it’s worth mentioning that this median rate applies to all industries.) This visual platform’s features promote interactions like likes, comments, and shares, crucial during product launches for audience feedback. Insights from this feedback help refine marketing strategies, find new targets, and better tailor your product to your audience’s needs.
With these compelling reasons in hand, it’s time to dive into the practical aspects of launching your product on Instagram. Now we’re heading straight into the strategies.
HOW TO DO A PRODUCT LAUNCH ON INSTAGRAM: YOUR ULTIMATE ROADMAP
Are you ready to make a splash with your product launch on Instagram? Here’s your ultimate roadmap that will guide you step-by-step to success. From setting clear goals to leveraging the power of micro-influencers and utilizing Instagram’s features, this comprehensive guide will ensure your launch stands out and reaches your target audience effectively.
STEP #1. SET YOUR GOAL
The first step towards a successful product launch on Instagram is to set clear, realistic goals. This could be anything from boosting brand awareness, generating a specific number of pre-launch sign-ups, to achieving a certain amount of sales on the launch day. Remember, each goal must be quantifiable and time-bound. Knowing what you want to accomplish will help you to strategize your product launch more effectively.
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STEP #2. DEFINE THE AUDIENCE
Crafting a successful product launch is like shooting an arrow in archery – to hit your mark, you must know your target. This is where defining your audience becomes pivotal. Identifying and understanding your potential customers ensures that your product reaches the right hands and resonates with those who find it valuable, leading to higher customer acquisition and conversion rates. Here’s what you can do to define it.
- Existing audience evaluation: understand who currently buys from you and why. Also, monitor the interactions on your Instagram feed to identify patterns in the type of users engaging with your content.
Every social platform, including Instagram, exhibits unique user behavior. By recognizing your audience’s specific Instagram shopping habits, you can refine your product launching strategy on this social platform, thus increasing its efficacy.
2. Competitor analysis: study your competitors’ customer demographics and engagement strategies. This can provide valuable insights to incorporate into your launch plan.
3. Understanding pain points: recognize the challenges your potential customers are facing, whether they’re related to your product field or stem from issues with a competitor’s product.
Understanding your audience’s Instagram shopping habits, pain points, and the unique behaviors they display on the platform allows for a more tailored and effective Instagram marketing and product launch strategy. This knowledge positions you to create a resonating and successful product launch campaign.
STEP #3. PARTNER WITH SPECIFIC MICRO-INFLUENCERS
Today’s purchasing journey is extremely complex and dynamic. Instagram plays a crucial role in this journey, often acting as a primary point of contact between a brand and its potential customers. Micro-influencers, with their engaged, niche audiences, can play a critical role in successful product launch, driving significant interest and conversions for your product.
Before you forge an influencer partnership, consider the type of collaboration and your budget. Are you seeking content creators or influencers for shout-outs on their Instagram Stories? Also, remember that costs may vary based on the influencer’s reach.
Once you’ve determined the type of influencer right for your campaign, kickstart the partnership:
Product sneak peeks: send a preview of your upcoming product to selected influencers for sponsored posts or partner Instagram content, like feed posts, Reels, IGTVs, or Instagram Stories.
Set guidelines: clearly outline your expectations – what type of content to create, how many posts to share, key messages to include, campaign, brand hashtags and call-to-actions to use, and deadlines for publishing content.
Content approval process: implement a review process to ensure each post aligns with your brand and the campaign’s objectives before it goes live.
Remember, while influencers can help create a buzz around your product launch, the key to success lies in carefully selecting who you work with and how you manage this partnership.
Instagram influencers have a comprehensive understanding of the platform, and partnering with them can significantly enhance your product launch. About 60% of marketers reported that content created by influencers outperforms branded posts, and 61% of consumers trust influencer recommendations (compared to only 38% that trust brand-created content). This clearly underlines the significance of influencers in the launch process.
In this complex purchasing journey, micro-influencers can offer you access to a focused community of potential customers. Instagram itself suggests that product launches promoted by creators perform better than those that don’t involve them.
STEP #4. USE INSTAGRAM FEATURES TO THEIR FULLEST
Leverage Instagram’s myriad features to maximize your product’s visibility and reach.
- Product launch tags: use product tags across Instagram Reels, Stories, Live, and Feed to spotlight your new product and guide users to more details.
- Launch stickers and notifications: harness the power of countdown and reminder stickers in IG Stories, paired with push notifications, to keep your launch front-of-mind for your followers during the pre-launch stage.
- Product detail pages: these allow followers to view more images, learn more about your product, and set reminders.
- Live shopping: make the most of launch day by celebrating in real-time with your audience, pinning your product to the live event with a countdown timer.
On the big day, these additional steps ensure smooth sailing:
- Share a countdown: use Instagram’s countdown sticker in Stories to tease users and allow them to set a reminder.
- Update your bio: modify the link in your bio to a specific campaign landing page or to use a trackable link, and update your bio to include a call-to-action to buy your new product.
- Host a live Q&A: interact directly with your community, answer questions, and showcase your product in detail.
- Leverage Instagram Shopping features: turn your Instagram profile into an e-commerce store with Instagram Shopping. Product Tags, Shop Tab, Explore Page features, Save for Later functionality, and In-app shopping optimize the user journey from product discovery to checkout.
Remember, Instagram is a sales driver, with half of its users making a purchase after seeing a product on Instagram Stories alone, making it an essential tool for product launches.
WHAT’S NEXT?
Navigating a product launch on Instagram can initially feel like an intricate puzzle. However, with strategic planning and a touch of creativity, it becomes an exciting journey that can profoundly impact your brand’s success. Remember to tease your audience with sneak peeks, effectively employ influencer partnerships, and use Instagram’s unique features to build hype around your product. This guide should help alleviate your concerns about announcing your new product, but we understand that starting can still be overwhelming.
Feel free to reach out to Famesters for expert assistance in crafting impactful influencer marketing campaigns. Whether you’re seeking guidance on optimizing your influencer strategy or need help with executing a successful campaign, our specialized expertise can prove invaluable. In addition to the tips shared in this guide, we offer industry-specific insights that ensure your products grab attention and drive sales through influencer collaborations.
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