It’s quite remarkable how much we trust recommendations from influencers — often more than traditional ads. Research suggests that 93% of us are more inclined to go with what influencers suggest. Given this trend, it’s no surprise that brands are teaming up with influencers to enhance their product launch marketing.

If you’re introducing something relatively unknown, having a few seasoned influencers in your corner can significantly help. They can play a key role in creating buzz around your new product while fostering trust with your prospects. This straightforward yet impactful digital marketing strategy can potentially give your product promotion a notable boost.

However, as with any other strategy, using influencer marketing for product launches depends largely on knowing what works and what doesn’t. Let’s explore a few effective ways to get the most out of influencer marketing for your product launch.

Set Clear Goals

First, ask yourself, what do you want out of your influencer marketing campaigns? Are you trying to increase awareness of your brand? Do you plan to drive immediate sales or generate pre-orders? It’s crucial to have specific, measurable goals in mind.

If you’re aiming for pre-orders, track metrics like how many people visit your landing page because of an influencer or monitor how many pre-orders come in during the campaign. This data will help you refine your influencer marketing campaigns. For example, Facebook is often cited as the used social platform for purchasing products, followed by Instagram. If pre-orders are your goal, partnering with influencers from these channels could be advantageous.

Choose the Right Influencers

When planning your product influencer marketing strategy, aim to collaborate with people whose followers align with your ideal customers. Let’s say you’re launching a new night cream. Wouldn’t it make sense to work with well-known skincare influencers on Instagram, like Renee Chow or Jade Marie? Since their audience is already engaged with this type of content, they could be a great fit for your product promotion!

However, follower count isn’t the sole factor to consider. Take time to evaluate how engaged their audience is. Are they receiving a significant number of comments, shares, and likes? This deeper analysis can help you identify the influencers who suit your needs and budget.

Post Teasers to Create Pre-Launch Hype

Building anticipation before your product launches is a smart approach, and influencers can play a key role in this. Given that 79% of consumers report preferring video testimonials to learn more about a brand or product, consider having influencers share sneak peeks like unboxing videos or behind-the-scenes glimpses. These teasers can spark curiosity and make your audience eager for what’s coming.

For example, you can ask an influencer to post Instagram Stories showing just a glimpse of your new product’s packaging without revealing too much. Incorporate fun hashtags and a countdown to maintain momentum. This kind of pre-launch excitement can make your product promotion feel exclusive, encouraging everyone to talk about the big reveal.

Win Your Audience with Storytelling

Storytelling is a powerful way to engage with your target audience, and influencer marketing campaigns are well-suited for this. Encourage your influencers to share their own authentic experiences with your product in a way that feels natural and relatable.

For example, if you are launching a new vegan lipstick, your influencers could highlight how your product is not only beneficial for users but also environmentally friendly. They might also discuss how this lipstick fits into their daily beauty routine or contributes to a more sustainable lifestyle. Allow your influencers to get creative and develop genuine content to support your product launch marketing. Keep in mind that overly scripted promotions can come across as inauthentic and may erode trust.

Offer Exclusive Discounts or Promotions

Let’s face it — while your product may be excellent, discounts are often a strong motivator for potential customers. Incorporating them into your product influencer marketing strategy can be a smart move when launching a new product.
There are plenty of ways to include a discount code in your product promotion. For instance, you can offer a first-order discount, such as “Get 20% off on your first order” or “Pay 10% for early access.”

To amplify excitement, make your offer valid for a limited time, such as only a few days or a week before the launch. This can create a sense of urgency and potentially boost your sales early on. Pair this with genuine reviews or testimonials from the influencers, and you’ve got a compelling product promotion that captures attention and motivates people to buy.

Don’t Ignore the Power of User-Generated Content

If you’re focusing on authentic connections and buzz, why not extend this to your existing social media followers? When people see real users talking about your new launch, it can help build deeper connections.

One way to do this is to start a hashtag campaign where influencers and their followers post photos or videos of your product with a unique branded hashtag, such as #trythisnew(yourproductname). You can offer incentives like giveaways or shoutouts to encourage participation. This can create a ripple effect, where user-generated content helps you reach people who are more likely to engage with and purchase your product.

Consider Partnering with an Influencer Marketing Agency

While these strategies are exciting, they can also be time-consuming and stressful, especially during a product launch. It might be worth considering hiring a professional to handle these tasks, making your product influencer marketing feel more manageable.

That’s where partnering with an influencer marketing agency can be beneficial. They can assist with everything from identifying the right influencers to tracking your campaigns and ROI. This allows you to focus on what truly matters — your product promotion.

Final Thoughts

Product launch marketing can be challenging in this fast-paced digital world. However, leveraging influencer marketing campaigns can significantly enhance your efforts. Collaborating with someone who already has a strong connection with your target audience can help drive your sales. If you’re looking to maximize your impact, integrating influencer marketing into your product promotion from the start is a strategy worth considering.

Published by Drake M.