Launching a product is a key step in the life of a brand. But for that launch to be a real success, you need to create a buzz. Today, influencers play an essential role in this dynamic. They enable you to reach a wider audience and make your product visible to thousands, if not millions, of people. However, simply collaborating with an influencer doesn't guarantee your success. To succeed, there are several steps you can take to create the buzz around your launch.
In this article, follow the advice of 18h08, expert agency in influencer marketing, to amplify the effect of your launch and gain visibility. We reveal 7 simple tips for capturing attention and mobilizing your audience thanks to influencers.
1. Select the right influencers to reach the right audience
Visit choice of influencers is a decisive step in the success of your influencer launch. Every influencer has a community with specific expectations. If you select an influencer whose audience is not aligned with your product, there's little chance that the message will get through. That's why it's so important to identify the influencers whose community perfectly matches your target. For example, if you're launching a high-end beauty product, it's more relevant to work with influencers specialized in luxury and beauty than to choose a sports influencer.
The ideal influencer is one who shares the same values as your brand and has a relationship of trust with his or her community. They must be able to talk about your product in a natural, authentic way. What's more, interaction with their audience must be strong. A good engagement rate is often more significant than a high number of followers.
The 18h08 tip To choose the right influencers, analyze their past performance. Look at their engagement rate, the quality of their exchanges with their community and the relevance of their content to your product.
2. Create a captivating story around the launch
Storytelling is a powerful tool for generating interest. When launching with an influencer, it's essential to craft a story that captures your audience's attention and sticks in their minds. Simply promoting your product is not enough. You need to give it meaning, to bring it to life through a story.
By collaborating with influencers, you can co-create an engaging story. The influencer can share their personal experience with your product, explaining why they like it and how they use it on a daily basis. This approach makes the launch more human, closer to the audience, and incites action.
The aim is to make your product the hero of this story. It shouldn't be presented as a simple object, but as a solution, an innovation, a must-have. By creating positive emotions around your product, you make it more memorable.
The 18h08 tip Work hand in hand with your influencers to imagine scenarios in which your product is staged in a natural way. Ask them to share their own experiences with the product, which will reinforce the credibility of your campaign.
3. Teasing: building anticipation before launch
Teasing is an essential technique for generating excitement before the official launch of your product. By creating anticipation, you capture your audience's attention well before the product's release. This reinforces the buzz around your influencer launch and increases curiosity.
Involve your influencers right from this stage by encouraging them to share hints about the product, blurry images, mysterious videos or teasers that don't reveal everything. You can also announce the official launch date to create positive tension and motivate your audience to stay tuned.
Well-orchestrated teasing prepares the ground for the big day and creates impatience among consumers. On launch day, they'll be more inclined to rush out to discover the product and share the event with their friends and family.
18h08's tip Use influencers' social networks to organize a countdown to launch day. This intensifies the anticipation and increases the enthusiasm of their community.
4. Offer exclusive content to generate interest
Exclusive content is an effective way of capturing attention and adding value to your influencer launch. By offering selected influencers the chance to preview the product, you create an effect of rarity and exclusivity that arouses curiosity.
Influencers like to feel privileged, and their community appreciates having access to unpublished information or exclusive products. This is an excellent way of strengthening the relationship between the influencer and his or her community, while increasing the visibility of your product.
This exclusive content can take many forms: a live unboxing, a product preview, an interview with the product's creator, or an overview of its most innovative features.
18h08's tip Offer influencers test videos or product previews. The more original the content, the stronger the buzz around your launch with the influencer.
5. Encourage audience interaction to maximize engagement
A launch with an influencer is more than just a promotion. It's essential to actively involve the audience. Encourage influencers to interact with their community around your product. This can be done through questions, polls, or even challenges.
For example, an influencer might ask their audience questions about what they want from the product, organize polls to choose a color or design, or launch a creative contest. These actions create engagement and allow the audience to feel involved in the launch process.
The more the audience participates, the more the message spreads. Users who get involved in the campaign are more likely to share the information with their own network, creating a snowball effect.
18h08's tip Organize a contest around the launch of your product. This can be a challenge where users have to create original content related to your product. The best content can be rewarded with exclusive prizes.
6. Capitalize on word-of-mouth to amplify the buzz
Word-of-mouth is a powerful buzz engine. When a product is recommended by a serious influencer, it immediately gains credibility. The influencer's message spreads rapidly thanks to the shares, comments and discussions it generates.
One of the major advantages of influencer marketing is precisely the ability of influencers to spread messages quickly. Their trusted subscribers are more inclined to follow their recommendations and spread the word.
To maximize this effect, it's important to plan your campaign carefully. Each influencer must be a true ambassador of your product and motivate his or her community to talk about it, whether online or offline.
18h08's tip Encourage influencers to encourage their communities to test your product and share their impressions. The more people talk about your product, the greater the buzz.
7. Measure and adjust in real time to optimize the campaign
A successful influencer campaign relies on data analysis. After your product launch, it's essential to measure the performance of your campaign in real time. This enables you to adjust your strategy and optimize the impact of your launch with an influencer.
Use tracking tools to analyze engagement rates, conversions and reach of your publications. Closely monitor feedback from influencers and their audiences, and adjust your message or bring in new influencers if necessary.
Tracking results also allows you to see what works best in your strategy. Some actions may generate a better return than others. By analyzing this data, you can optimize your next campaign for even better performance.
The 18h08 tip Use analysis tools to track each influencer's performance in real time. Adjust your strategy according to the results to optimize your campaign.
Conclusion
Amplifying the buzz around a product launch using influencers requires a well-defined strategy and rigorous execution. By selecting the right influencers, creating a compelling story and encouraging audience interaction, you maximize your chances of success. With the help of influencers and meticulous preparation, your influencer launch will be an event not to be missed.
If you'd like to set up an influencer campaign, but don't know where to start, contact us. We're the number 1 influencer marketing strategy agency in France. We'll work with you to identify your needs and create a tailor-made strategy.
We've already worked with Booking, Burger King, So Shape and Décathlon... so why not you?
See you soon to perfect your influencer marketing strategy!
