Have you ever wondered why some brands seem to have instant success when launching a new product? Chances are that the company utilized influencer marketing as part of its strategy.
By partnering with influencers, brands can tap into an established audience that already trusts their recommendations. This can create instant hype, drive early sales, and build credibility from day one. But a successful product influencer strategy isn’t just about sending free products and hoping for the best. It requires a strategic approach.
In this post, we’ll break down how brands can effectively use influencer marketing for a new product launch. So, let’s get started!
Table of Contents
1. Identify the Right Influencers
Not every influencer will be a good fit for your product launch. Think about it: Would you partner with a fashion influencer to promote a new line of kitchen products? Probably not. Their audience likely won’t be interested.
To find the right product influencer, start by considering your target audience. What social media platforms are they on? Who are they following? What type of content resonates with them?
Look for influencers whose niche aligns with your product and whose engagement rates indicate an active, loyal following. E.g. on Instagram look for a 3% or higher engagement rate, and on TikTok look for a 5% or higher engagement rate. These percentages indicate the influencer has above average engagement on their content. A smaller creator (such as a micro-influencer) with a highly engaged community will likely drive better results than someone with millions of followers but with low audience interaction. As influencers gain a larger following, the content often becomes more general to appeal to a large audience. This causes their engagement rate to drop, making large influencers a better fit for established brands who already have a ton of brand awareness.
Beyond numbers, assess the influencer’s authenticity and content style. Do they create genuine, informative, inspiring, or entertaining posts? Are their brand collaborations natural, or do they feel overly promotional? A strong influencer partnership isn’t just about reaching people. It’s about credibility and connection with the right audience for your business.
2. Collaborate on Creative Content
Once you’ve identified potential influencers, it’s time to get creative!
Work with the influencer to come up with engaging content ideas that will showcase your new product launch in an authentic way. This could include sponsored Instagram posts, unboxing videos on TikTok, or live streams where the influencer demonstrates how they use your product.
Remember, the key is to make sure the influencer content feels genuine and aligns with their style. Don’t try to control every aspect of the influencer’s creative approach. Instead, give them creative freedom and guide them with some key messaging bullet points about your product launch. Let them create content in their own unique style that resonates with their audience.
Collaborating with influencers can also provide a fresh perspective and new ideas for your brand’s owned social media content. Don’t be afraid to ask for their input and incorporate their ideas into your own product launch brand strategy. Remember that influencers are your customers too! They understand your niche and your customer base, and their feedback on your product and market can be extremely valuable.
3. Build Relationships, Not Just Transactions
Influencer marketing for product launches is not just a one-time transaction. It’s about building long-term relationships with influencers who align with your brand values and can be advocates for your products.
Take the time to get to know the influencer beyond their numbers and content. Engage with them on social media, comment on their posts, and share their content. This will help to establish a genuine connection and build trust between your brand and the influencer.
Also, don’t forget to show appreciation for the work they do. Whether it’s sending them free products or featuring them on your own social media channels, make sure they feel valued and appreciated as a partner in your product launch.
4. Track and Optimize Performance
A successful product launch campaign isn’t just about getting the content out there—it’s about measuring its impact. Track key performance indicators (KPIs) such as:
- Engagement rates.
- Website traffic.
- Sales driven by influencer posts.
Use unique tracking links, promo codes, or social media insights to assess which influencers and content formats perform best.
Based on the data, refine your approach for future campaigns. If a particular influencer or content style drives the best results, consider doubling down on that strategy. Conversely, if something isn’t working, pivot and experiment with different content angles or influencer partnerships.
5. Keep the Momentum Going
Your product launch doesn’t end after the first wave of influencer content. To maintain momentum, continue engaging with the influencer’s audience through follow-up collaborations, user-generated content, and customer testimonials. Encourage influencers to share updates, reviews, or even a “how it’s going” post after using the product for a while.
Additionally, leverage influencer-generated content across your own marketing channels. Repurpose their posts for social media, paid ads, or website testimonials to extend the reach and maximize the impact of your influencer partnerships.
Final Thoughts
When executed strategically, influencer marketing can be a game-changer for product launches. By following these steps, you can effectively build and maintain relationships with influencers, create impactful campaigns, and track success.
Need help getting started? At Get Hyped Media, we specialize in influencer marketing and can help you take your product launch to the next level. We’ll work with you to develop a tailored strategy and connect you with the perfect influencers for your brand.
Contact us today to learn more!
