📦 - Easy Product Launch Teaser Ideas for Social Media

Thursday, March 28, 2024

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Huh, it’s all starting to make a little more sense now… 🤣

Good morning,

ICYMI Google’s March spam update is done rolling out but that doesn't mean the search engine is finished with making tweaks to search.

The tech giant is now testing out their AI-powered Search Generative Experience to a small group of U.S. users so there could still be some disruptions in SERPs for organic rankings.

Although the official rollout date for SGE is still unknown, it’s expected to happen later this year.

Here’s what you’ll find in today’s DTC:

• How to keep your audience intrigued and engaged during the pre-launch phase.  
• Does using music in ad creatives result in higher conversions?
• And…how to turn mindless scrolling to purposeful scrolling

You’re reading this newsletter along with new subscribers from: Nutriventia, Cactus Club Cafe, and Best Bronze. 👋

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PRIMING YOUR AUDIENCE  

👀 The ‘Keep ‘Em Guessing’ Pre-Launch Strategy

We’re seeing more and more brands utilize this strategy on Instagram which we like to call the ‘keep ‘em guessing’ pre-launch strategy.

While it’s tempting to tell customers immediately about your new product and all the details, sometimes withholding information can work in your favor especially when posting on social media.

Here are examples from two brands that used this tactic in creative ways.

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1️⃣ Pixelate Your New Product

A popular trend is announcing a product drop but pixelating the visual and inviting followers to guess what it could be.

This is a great way to get fans to comment and in NAADAM’s case, they use this technique to promote a collaboration (our guess is Snoopy 👀) and urge their customers to turn on their notifications so they don’t miss out.

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You can easily create this effect using the Pixelate app within Canva.

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2️⃣ The Marked-Up Email Screenshot

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For the skincare brand Cocokind, as part of their new retailer launch teaser, they shared this email on their Instagram page.

The post is simply a screenshot of an email that makes it clear they are launching in a physical retailer but scribbles over the name in black which leaves customers to fill in the blanks and drives engagement through comments and shares.

The takeaway?

• Adds a sense of intrigue: Getting customers curious and invested in the launch is a great way to prime them before the official launch date.
• Increase engagement: The ‘keep ‘em guessing’ pre-launch strategy can help generate high social engagement and get customers excited to buy.
• Gather customer feedback: Brands can also use this as an opportunity to gather more feedback from customers on what they want to see for future drops by keeping a record of answers.

Not only does this teaser strategy create mystery and is easy to put together, but it’s a great way to build hype. Try it and let us know how it goes!

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AD CREATIVE TIPS

🎵 Why Music Matters In Video Ads

Did you know adding music to your creative can result in higher conversions and lower cost per purchase on average?

The Pilothouse Meta team shares that if you are debating about whether you should add music to your creative work, the answer is yes!

For apparel brand Bearbottom Clothing, they split tested creatives between these two variables: video ads with no music, video ads with licensed music or Sound Collection music.

The results?

• Ad set using licensed music saw a 14% lower cost per purchase compared to video ad creative with no music
• There was a 19% increase in conversion rate using licensed music compared to video ad creative with no music.
• There was a 19% ROAS increase after using licensed music compared to video ad creative with non-music.

Here’s how to pick the perfect tune for your ad:

• Don’t overanalyze: The tone and words of the audio don’t necessarily have to fit the brand. The overall feeling it evokes is more important when choosing a song.
• Split test different audios: This way you’ll have data you can analyze and sometimes the audio that performs the best is the one you least expect!
• Reuse top performing audio: Recycle audio for future creative builds if it generates good results. We find that this allows new creatives to scale quicker and gives brand familiarity.

These recommendations can work for static ads as well. It stops users from scrolling, increases engagement, and strengthens ad recall. Hyundai saw a 7.9% lift in ad recall with music static overlays.

Music matters, so test this out in your next batch of ad creatives!

🌐 IN THE SOCIAL SPHERE

If you find yourself mindlessly scrolling through your phone all the time, at least scroll with intention.

Being chronically online also means you’re bound to see emerging trends on social so put on your market research hat while you’re at it so you’ll feel a tad more productive 😉

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📰 NEWS

• Reddit’s traffic to its website and ad portal is growing faster than TikTok and other social media sites.
• Design software Canva acquires Affinity in a $380 million dollar deal to compete with Adobe.
• Luxury parka maker Canada Goose lays off 17% of their global workforce.
• Sol de Janeiro breaks into the sunscreen category and partners with Sofia Richie Grainge for the ‘Sunscreen Worthy of Your Skin’ campaign.

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Have you heard our latest podcasts?

• 🧔🏻 Anthony Mink on Live Bearded’s EOS and Disrupting Legacy Capitalism
• 🔑 AKNF 389: Unlocking SEO Success in 2024
• 💰 Rick Cadotte on Four Sigmatic’s TOFU strategy after Meta challenges
• 🍪 AKNF 387: How to extend the life of your cookies
• 🪑 Dayne Rusch on Vyper Industrial’s Eight Figure Shop Chair Journey
• 📹 AKNF 385: Why 3-5 second ads are crushing it on Meta
• 💪 Dan Crosby on BioSteel and Revitalizing a Hydration Empire

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Don’t forget to rate the DTC Podcast on Apple (⭐️⭐️⭐️⭐️⭐️)

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DTC Newsletter is written by Rebecca Knight and Frances Du. Edited by Eric Dyck.

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