Skip to content

How to Create Hype Around New Product Launch on Social Media?

Profile picture of Nedina Gjorgjieva
Nedina Gjorgjieva
27th June, 2024
9 minutes

Social media has been revolutionizing how brands unveil new products by allowing direct connection with their target audience, making these platforms vital for any product launch. 

Here’s why leveraging social media is essential: 

  • it offers incredible reach and visibility across its millions of users with platforms like Meta hosting over 3.9 billion active users monthly
  • provides real-time engagement for immediate feedback
  • proves to be a cost-effective marketing tool with a potentially high return on investment.
Statistic: Cumulative number of monthly Meta product users as of 4th quarter 2023 (in billions) | Statista
Find more statistics at Statista

Beyond just garnering likes or shares, successful social media campaigns build anticipation, boosting brand awareness and engagement rates. They also foster a strong community that supports brand loyalty and advocacy. 

In this article, we dive into the best strategies to execute a product launch on social media.

Looking for a reliable dropshipping or wholesale supplier?

Join us today for top-quality products and unbeatable prices.

How to plan a product launch on social media?

Planning a product launch on social media is an art form that combines strategy with creativity. To ensure you’re fully prepared, follow these essential steps:

STEP 1: Set clear goals and objectives

Setting clear goals is pivotal for any thriving product launch on social media. 

Start by pinpointing your objectives, which could range from elevating brand awareness to driving sales or generating leads

STEP 2: Identify your target audience

Understanding who you are trying to reach is crucial. Analyze demographic data (age, gender, income level), psychographics (interests, values, lifestyle), and behavioral data (purchasing habits, brand loyalty) to shape your campaign. 

Tools like Google Analytics and Facebook Audience Insights are invaluable in this process, helping you choose platforms where your audience is most active and engaged.

STEP 3: Create a content calendar

A well-organized content calendar keeps everything on track. Your content calendar should also include:

  • Post dates: When each piece of content will go live
  • Content types: Videos, images, blog posts
  • Key messages: What each post aims to convey.

To keep your calendar full, brainstorm ideas regularly by considering a mix of content types such as teasers, countdowns, behind-the-scenes glimpses, and user-generated content.

Gradually release all that information to keep your audience intrigued. As the launch date approaches, increase the frequency of posts to maintain excitement

Use social media management tools like Hootsuite or Buffer to schedule your posts efficiently. This helps maintain a consistent presence on social media, crucial for building momentum up to the launch.

How to build hype for a product launch on social media?

Let’s take a closer look at how you can build up great hype around your products on your social media accounts.

Countdown stories

Countdown stories should be your first step. These can effectively keep the excitement bubbling up to your product launch. 

Start by sharing daily sneak peeks – these could be subtle glimpses or behind-the-scenes clips that spark curiosity without giving too much away. 

Each story can highlight different aspects of the product, like its features or unique selling points, using Instagram’s and Facebook’s countdown stickers to remind your audience of the launch date. 

product launch social media

Behind-the-scenes content

Sharing behind-the-scenes content is a fantastic way to build up even more anticipation and create a personal connection with your audience. 

People love seeing the journey of product development and getting a glimpse into the effort that goes into creating something new. 

For example, posting an Instagram caption like “A sneak peek of our upcoming product! Can you guess what it is?” has a great chance to increase engagement. 

Don’t hesitate to introduce team members working on the product as well. This humanizes your brand and builds a connection with your audience.

Transparency about the challenges and successes encountered adds more to the authenticity of your store and allows your audience to root for your success.

Augmented reality filters

Augmented reality (AR) filters offer a fun and immersive experience that encourages users to interact and share their experiences widely. 

Here’s how AR filters can enhance your product launch:

  • Interactive product trials: AR filters can simulate how a product might look in real life. This hands-on approach helps in reducing the uncertainty of online shopping, making users more comfortable with making a purchase.
  • Viral marketing potential: When users share their AR experiences on their social media feeds, it naturally attracts more views and interest. This viral element is crucial for reaching potential customers who haven’t interacted with your brand yet.
  • Enhanced engagement: AR filters are not just for viewing; they invite interaction. Whether it’s changing the colors of a product, viewing different styles, or unlocking new content, users spend more time engaging with your product, which can lead to higher conversion rates.

Influencer collaborations

By partnering with influencers who align with your brand values, you can tap into their followers, extending your reach and enhancing your campaign’s credibility. 

Influencers should be chosen not just for their audience size but for their engagement and genuine connection with their followers

Here are a few key considerations for effective influencer collaborations:

  1. Audience relevance: Choose influencers whose followers match your target demographic. 
  2. Engagement over followers: An influencer with a smaller, but highly engaged audience can be more beneficial than one with a large, but passive audience. 
  3. Content alignment: The influencer’s content style should complement your product’s aesthetic and message. If their content naturally aligns with your product, the promotional posts will feel more organic and less like an ad, which is appealing to today’s consumers who prefer authenticity over overt marketing.
  4. Long-term relationships: Consider building long-term relationships with influencers instead of one-off posts. Continuous collaboration allows the influencer to become a credible advocate for your brand, which can lead to sustained interest and customer loyalty.

Interactive video content

Interactive video content can help tremendously in turning passive observers into active participants.

Create a video where products are revealed progressively as viewers answer trivia questions or engage with the content in other ways. This gamification of the viewing experience can keep the audience engaged longer and build excitement around the product reveal.

You can also try hosting live sessions where you demonstrate the product’s features in real time. Encourage viewers to ask questions and provide feedback during the live stream, making it a two-way conversation.

Themed hashtag challenges

Themed hashtag challenges can be crafted by creating a unique and memorable hashtag related to your new product. 

This hashtag should be catchy, relevant, and easy to remember. Encourage your audience to use this hashtag by sharing their own content, such as photos or tips related to your product. 

To incentivize participation, offer rewards like free samples, discounts, or shoutouts on your social media pages. 

Promote this initiative across all your platforms, highlighting user submissions to boost visibility and foster a sense of community. 

Check out how Guess has been promoting their denim collections on TikTok with their #inmydenim hashtag.

@ourfire Don’t you wish getting ready was this easy? 😂❤️🔥 #inmydenim #sponsored @guess ♬ #inmydenim I’m a Mess – Bebe Rexha

Exclusive members-only reveal

To create exclusivity around your product launch, start by offering sneak peeks or behind-the-scenes glimpses to a members-only group, for instance, newsletter subscribers.

Enhance this exclusivity by providing early access to detailed product information or introducing your audience to the product launch process. 

Engage your special members further with interactive content such as polls, live Q&A sessions, and surveys, allowing them to contribute their views and feel part of your brand’s journey. 

Examples of product launch social media posts

Engaging with your audience on social media during a product launch is crucial. Here are some stellar examples from fashion stores that nailed it:


Zara uses Instagram Stories to share quick sneak peeks of their upcoming collections. 

They post a series of short clips which allows them to build curiosity and keep followers eagerly awaiting the full reveal.

product launch social media


H&M frequently collaborates with influencers who resonate with their brand values. 

They feature influencers wearing pieces from new collections in styled photoshoots. The posts often include swipe-up links to shop directly, seamlessly blending inspiration with action.


Nike uses X to create countdown posts leading up to a launch date. They tweet daily hints and reminders, often featuring cryptic messages or images related to the new product. 

This strategy keeps the audience engaged and heightens anticipation.


ASOS runs hashtag challenges on TikTok, encouraging users to create content featuring their products for a chance to be featured on ASOS’s official page. 

This tactic harnesses the power of user-generated content and broadens reach organically.


Burberry introduced a custom AR filter on Snapchat that allows users to virtually try on items from their latest collection. 

This interactive experience not only engages users but also provides a fun way to explore new products.


Nordstrom uses Instagram Story polls to engage followers by asking them to vote on different aspects of upcoming products, such as color choices or design features. 

This interactive element makes followers feel involved in the creation process.

product launch social media

Leveraging social media for effective product launches

Making use of social media for a product launch can drastically enhance your campaign’s effectiveness. 

Key steps include setting clear goals, pinpointing your target audience, and carefully planning your content calendar

To discover what best suits your brand, don’t forget to try out as many of the strategies we discussed above and see which ones resonate most with your audience. Keep an eye on the metrics to evaluate the impact of different tactics, and adjust your approach based on those insights.

Related articles

Our clients' success stories speak volumes about the impact BrandsGateway has had on their businesses.

View More Articles