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The Ultimate Guide To Launching Your New Product On Instagram

First and foremost, congratulations on the successful development of your new product! (If you’re not there yet, no worries! Check out our complete guide on coming up with a business idea here.)

We understand that creating a new product involves a multitude of intricate processes, and your diligent efforts have culminated in this achievement.

What lies ahead?

The next step entails informing your target audience about the exceptional offering you have prepared for them.

How can I do this?

The answer is simple: through a strategically executed product launch!

Rest assured, in this comprehensive guide, we will provide you with invaluable insights into executing a successful product launch on Instagram.

If you prefer to watch rather than read, check out this great video by the Social Media Examiner.

Why Should I Use Instagram to Launch My Product?

Instagram is just one of many social media platforms, so why shouldn’t you just launch your product on another social media platform?

In short, Instagram offers businesses convenient features for announcing new product launches. Plus, it’s one of the world’s top social platforms, boasting a user-friendly interface and approximately 500 million daily active users.

Projections indicate that Instagram will surpass 1.3 billion users by 2023, underscoring its popularity and broad audience reach for your product launch campaign.

Now, let’s explore why Instagram is an ideal choice for your product launch:

  1. Product Discovery Hub: Instagram is renowned as a platform where people discover new brands and products. A Facebook survey revealed that 83% of users turn to Instagram to explore trends and research products before making purchases. This means your new product will gain visibility on Instagram.
  2. Conversion Boost: Instagram is effective in building awareness that leads to conversions. An Instagram for Business survey disclosed that 44% of users use the platform for shopping on a weekly basis. This active user engagement often translates to actions like visiting your store, purchasing your product, sharing it, and more, ensuring conversions when you launch on Instagram.
  3. eCommerce Features: Instagram offers valuable eCommerce features like product tags and Instagram Shopping. These features enable users to discover and purchase products without leaving the platform, eliminating the need to click on external links, which often go unclicked.
  4. Affordable Advertising: Running ads on Instagram is cost-effective, with an average cost-per-click (CPC) ranging from $0.50 to $1.50, which is great if you’ve got a limited marketing budget. Additionally, you can leverage influencer marketing to partner with creators and produce user-generated content for your product launch, achieving cost-effective promotion.
  5. Easy Engagement: Instagram’s user-friendly interface facilitates seamless engagement between brands and users. Business profiles on Instagram enjoy an average engagement rate of 1.94% from followers. The visual content you share captivates your audience, and the interface enables them to like, comment, share, or bookmark posts. This engagement is invaluable for gathering feedback, refining ad creatives, targeting new audiences, or improving products based on audience needs.

Instagram Product Launch Strategy

Now we’ve covered the benefits of launching your product on Instagram, let’s look into how you can ace your launch.

Our simple 5-step Instagram launch plan will have you ready to get your product in front of your audience in no time.

Step 1: Find Your Target Market

Finding your target market is incredibly important when launching your product on Instagram

To make your product launch successful, you need to reach people genuinely interested in your product.

Avoid the mistake of trying to appeal to everyone, as it often leads to reaching no one effectively. Start by:

  • Analyzing your current customer base to understand who buys from you and why.
  • Reviewing your social media interactions to identify common characteristics and interests among your engaged users.
  • Researching your competitors to see who they target and gain insights from their customer base.
  • Narrowing down your target audience based on factors like age, location, gender, income, family status, ethnicity, and psychographics (interests, lifestyles, behaviors).

If you’re looking to refine your target audience further, or figure out who your target market is, take a look at our complete guide here.

Step 2: Develop Your Instagram Content Strategy

A well-planned content strategy is crucial for your product launch. It involves deciding on:

  • The content format (videos, images, stories, carousels, etc.).
  • The content’s objective (e.g., awareness, sales).
  • Key elements like fonts, colors, filters, and content themes that reflect your brand.
  • Producing high-quality content to create awareness and prompt action.
  • Creating a content calendar to schedule posts before and after the launch.
  • Expanding your content reach by collaborating with influencers, cross-promoting on platforms like TikTok, and running giveaways.

Step 3: Partner With Other Influencers

Collaborate with creators and influencers who understand the Instagram platform well. They can leverage their expertise to boost your product launch.

Influencer partnerships have proven effective, with 51% of marketers reporting new customer acquisition through such collaborations. Influencer recommendations also influence 84% of consumers’ purchasing decisions.

Use creator marketplaces like Insense or Instagram’s own marketplace to find suitable influencers. Working with influencers can grant you access to their large follower base, even if they are micro-influencers with 10k to 100k followers.

Step 4: Use Instagram’s Business Features

Instagram offers various features to build hype and notify users about your product. Utilize these features:

  • Product launch tags for different formats.
  • Product launch stickers (countdown and reminder) in IG Stories.
  • Push notifications in the Activity Tab to remind users of the launch.
  • Product detail pages for in-depth product information.
  • Live shopping to celebrate with your audience in real-time.

Remember that product availability varies by country, so inform your audience accordingly.

Step 5: Use Instagram Ads

To maximize your product launch’s impact, consider running paid Instagram ads. These can generate interest before the official launch and boost brand awareness.

Instagram ads allow precise targeting, helping you reach your chosen target audience. You can also extend your reach by promoting influencer-generated content as ads.

Creating Instagram ads involves:

  • Selecting appealing ad creative (images or videos).
  • Choosing campaign objectives (e.g., awareness, traffic).
  • Setting a budget (daily or lifetime).
  • Defining your target audience based on demographics, interests, location, age, and gender.
  • Placing your ads in different locations on Instagram.
  • Customizing call-to-action buttons.
  • Submitting your ad for review and, upon approval, going live.

Instagram Product Launch Timeline

The project launch timeline is incredibly important when launching on Instagram

Now you know what you should be doing to launch your product on Instagram, let’s have a look at what you should be doing in the run-up to your product launch.

5-7 Days Before Launch

Create excitement by tagging your new products in various types of Instagram posts.

Use a mix of regular posts, stories, and videos. Don’t worry, tagging them won’t make them available for purchase before the launch date.

3-5 Days Before Launch

Use the product launch tag in regular posts and the product launch sticker in stories.

These tools let potential customers set reminders for your product launch. Keep the buzz alive by posting about your new products daily, just like Hill House Home does.

1-3 Days Before Launch

Collaborate with content creators to generate more buzz and reach new audiences for your product launch. On average, product launches that involve creators perform better than those that don’t.

Launch Day 🚀

Use Live Shopping to celebrate your product launch in real-time with your followers.

Go live and highlight your launch products with a countdown timer. At the moment of launch, a fun “confetti” animation will appear.

After the Launch

Continue engaging with your growing community even after the launch using shoppable content. You can use ads with product tags to target potential customers who are likely interested in your new products.

How Do I Build Pre-Launch Hype For My Product On Instagram?

It’s important to make sure you drum up hype for your product launch ahead of time on Instagram to get people excited. Here’s our 10-step guide to getting people excited about your Instagram product launch.

  1. Posts that Build Hype: Create eye-catching posts with bright colors and designs to capture your audience’s attention. Highlight how your new SaaS product addresses their pain points.
  2. Give a Sneak Peek: Share teasers, images, or short videos to offer glimpses of your ready-to-launch product. Generate excitement and anticipation among your audience.
  3. Start a Weekly Series: Create an educational content series that revolves around your product or discusses the problems it solves. Keep your audience engaged without revealing everything at once.
  4. Behind the Scenes: Share the process of creating your product, team efforts, and the story behind it. This humanizes your brand and involves your audience emotionally.
  5. Keep the Audience Guessing: Engage your audience by making them guess details about your upcoming product. Use games, quizzes, polls, or Q&A sessions to create interaction and curiosity.
  6. Partner with Influencers: Collaborate with social media influencers to extend your reach and gain trust from their followers. Influencers can endorse your SaaS product effectively.
  7. Create a Hashtag: Use a unique and memorable hashtag to categorize product-related content, run contests, and encourage audience participation. Analyze your hashtag’s performance.
  8. Organize a Countdown: Build excitement by counting down the days to your product launch. Use visual posts or Instagram stories with countdown stickers.
  9. Engage Your Audience with Contests: Host contests or giveaways to keep your audience engaged. Encourage them to share stories, experiences, or even suggest names for your product.
  10. Live Stream with the Product Team: Conduct live streams featuring your product team. Discuss the product, answer audience questions, and establish a personal connection.

Key Takeaways

  1. Product Launch: It’s time to inform your audience about your new offering through a well-executed product launch.
  2. Why Instagram?: Instagram is a powerful platform for product launches due to its features, user-friendly interface, and vast user base, which is projected to reach 1.3 billion users by 2023.
  3. Benefits of Instagram for Launch: Instagram serves as a hub for product discovery, boosts conversions, offers eCommerce features, provides affordable advertising opportunities, and facilitates easy engagement with your audience.
  4. Instagram Product Launch Strategy: Follow a 5-step plan for a successful product launch on Instagram:
    • Step 1: Define Your Target Audience
    • Step 2: Develop Your Content Strategy
    • Step 3: Partner with Influencers
    • Step 4: Utilize Instagram’s Business Features
    • Step 5: Use Instagram Ads
  5. Instagram Product Launch Timeline:
    • 5-7 Days Before Launch: Tag your new products in various Instagram content.
    • 3-5 Days Before Launch: Use product launch tags and stickers to allow users to set reminders.
    • 1-3 Days Before Launch: Partner with content creators to generate buzz.
    • Launch Day: Use Live Shopping to celebrate the launch.
    • After the Launch: Continue engaging with your audience using shoppable content and targeted ads.


How Do I Tease A Product Launch On Instagram?

To tease a product launch on Instagram, follow these simple steps:

  1. Create Intriguing Teasers: Post mysterious or captivating images or short videos that give hints about your upcoming product without revealing too much. Use visuals or messages that pique curiosity.
  2. Use Countdowns: Instagram offers countdown stickers and timers in stories. Set a countdown to your launch date to build anticipation among your followers.
  3. Behind-the-Scenes Sneak Peeks: Share behind-the-scenes content, like production processes or your team working on the product. This gives followers a glimpse into what’s coming.
  4. User-Generated Content: Encourage your audience to create content related to your upcoming launch using a specific hashtag. Share some of these user-generated posts to create a sense of community.
  5. Engage with Teaser Comments: Respond to comments on your teaser posts to keep the conversation going. Consider responding with emojis or cryptic hints.
  6. Tease in Stories: Use Instagram Stories to share teasers, behind-the-scenes footage, or polls related to the upcoming product. Stories create a sense of urgency since they disappear after 24 hours.
  7. Teaser Campaign Hashtags: Create a unique hashtag for your product launch teasers and encourage followers to use it when discussing your upcoming release.
  8. Collaborate with Influencers: Partner with influencers in your niche to tease the product launch on their accounts. They can provide a fresh perspective and reach a broader audience.
  9. Email Teasers: If you have an email list, send teasers to your subscribers to keep them informed and excited about the upcoming launch.
  10. Interactive Teasers: Use interactive features like polls, quizzes, or challenges in your stories to engage followers and get them involved in the product launch.

Remember to maintain a consistent and engaging teaser campaign leading up to your product launch. Building anticipation is key to generating interest and excitement among your Instagram audience.


Well, there you have it, our complete guide to launching your product on Instagram!

If you’re looking for more advice, check out our post on launching (or growing) your business on Instagram.

Alternatively, check out our guides to launching your product on social media, and also our general product launch guide incase you’re planning on launching elsewhere too!

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