So, you’ve got a shiny new product on the way. You’re pumped, your team’s pumped, maybe even your mom’s pumped. But here’s the kicker: nobody else knows it exists yet.
Launching a product into the internet void without building any hype first? That’s like throwing a party and forgetting to send out invites. You’ll be stuck standing next to your piñata with a bowl of uneaten guac.
Let’s avoid that, yeah?
Here’s a simple, no-fluff guide to getting people excited before your product hits the digital shelves.
1. Start With a Tease, Not a Sales Pitch
People don’t get excited about products—they get excited about stories, problems being solved, and curiosity. That’s why your first move isn’t a big “Buy Now” banner. It’s a whisper, not a shout.
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Share sneak peeks on Instagram stories.
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Post behind-the-scenes videos: prototypes, packaging design, testing fails (yep, show the messy bits).
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Drop mysterious hints with captions like: “Something awesome is coming… 👀”
Make your audience feel like insiders. Let them in on the journey. Because if they feel part of the process, they’ll care way more about the end result.
2. Capture Emails Like It’s Your Job (Because It Kind Of Is)
Social media’s great, but you don’t own your followers. Algorithms shift. Platforms crash. But email? That’s your golden ticket.
Set up a super simple landing page that says:
“Be the first to know when we launch – and maybe snag an early-bird deal 👇”
Keep it short, friendly, and give them a reason to sign up. Bonus tip? Add a countdown timer. It creates urgency without you saying a word.
And yes, make sure this works on mobile. Half your traffic’s probably scrolling in bed.
3. Use Early Bird Perks to Create Urgency
Want people to sign up, tell their friends, and count down the days till launch? Give them something juicy.
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Early access to the product
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A limited discount code
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A bonus item (even a little freebie can work wonders)
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Entry into a giveaway
Think about what would make you excited if you were your customer. That’s your offer.
And here’s the wild part: sometimes just knowing they’ll miss out is enough to push people into action. Nobody wants to be the one who sees your launch post too late and goes, “Dang, sold out already?”
4. Partner Up with Micro-Influencers or Creators
Big influencers can be expensive and sometimes kinda meh in terms of engagement. But micro-influencers? They’ve got smaller, tighter-knit communities—and that’s gold.
Find creators who align with your niche, send them a sample, and let them hype it in their own words. It feels more authentic than a polished ad, and their followers are more likely to trust their opinion.
You could even run a “creator-first” soft launch and let them drop the product link before the general public gets access.
5. Run a Social Media Countdown (And Make It Fun)
Once you’ve got a launch date locked in, turn it into an event. Think:
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A 7-day countdown with daily reveals
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“This or that” polls to let followers vote on packaging, names, or features
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Daily tips or teasers tied to the product’s benefits
Engagement builds momentum. And the more people interact, the more they’ll see your posts (hello, algorithm boost).
6. Test the Waters with Preorders
If your product is ready but you want to gauge interest, offer preorders. Not only does this create a sense of exclusivity, but it also helps you validate your idea in real-time.
Use messaging like:
“We’re opening up a limited number of preorders before the official launch. Grab yours now and be the first to try it!”
This not only brings in cash early, but it also gives your future customers a reason to share and brag a little—which is exactly what you want.
7. Don’t Forget to Tie It All Together with a Launch Plan
All the buzz in the world means nothing if your launch day is chaotic. Here’s a quick launch checklist:
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Product listings finalized
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Inventory in place (or delivery timeline clearly communicated)
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Email campaigns ready to go
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Social posts scheduled
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Support team (even if it’s just you) ready to handle questions
The smoother the launch, the better the experience—and the more likely those first buyers are to spread the word.
Why This All Matters More Than Ever
With so many people launching products online every day, it’s the build-up that sets you apart. You’re not just creating hype. You’re creating an audience, a community, and a bit of FOMO magic.
This kind of effort isn’t just good for your first launch—it lays the foundation for all future ones too. That’s what solid new product marketing looks like.
Because let’s face it—if you can get people excited before your product even exists in their world, imagine what happens when it finally does.
