Using Social Media To Launch New Ecommerce Products

If I was launching a brand on social media from scratch, here's my exact 90-day plan: Days 0-30: Foundation Building 1. I'd choose max TWO platforms to start - Instagram as my visual home base + community feature build and either TikTok (for faster growth potential) or LinkedIn (for B2B connections if relevant to my brand). Honestly, you could go hard on 1 and thrive! 2. Before posting anything, I'd create a content bible with: • visual themes that define aesthetic • 3-5 content pillars (behind-the-scenes, founder journey, educational content, customer spotlights, cultural commentary, etc. roll up to final offering) • Voice guidelines (how we talk about products, response style, storytelling approach) 3. I'd batch create 2 weeks of content upfront so I'm not bogged down, can maintain consistency, and stay ahead. 4. I'd identify 50 micro-influencers in my niche and engage with their content daily. Not just "cute!" comments but thoughtful responses that show I actually consumed their content. 5. I'd set up platform-specific lead captures: • Instagram + TikTok: Create a custom link tree with email signup (use in stories as well)  • LinkedIn: Create a PDF resource that solves a specific problem and reference it in posts (connect to dm) 6. I'd create a broadcast channel with updates, promos + bts content, even with just 10-20 people initially! Days 31-60: Community Building 1. I'd introduce a weekly Instagram Live series featuring founder talks, product highlights, and Q&A sessions. Daily Drills is a blueprint for this! 2. I'd launch a UGC campaign (if relevant) and repost everyone who participates. If UGC is challenging at this stage, I'd consider gifting products to nano-influencers to generate initial content. 3. I'd start a simple Substack newsletter that goes deeper than social posts, featuring: founder content, industry content, product content, community benefits I'd analyze which content performed best from the first 30 days and double down on those formats. When something works, keep it going. As Ernest Lupinacci says: "Simplify, then exaggerate." Days 61-90: Conversion Focus 1. I'd start incorporating more direct calls to action in content 2. I'd create a series highlighting real customers using the product to build social proof. 3. I'd host a virtual event (webinar, live tutorial, or industry discussion) specifically for email subscribers, driving social followers to join the list. Utilize lives on platforms (Substack, LinkedIn, wherever your audience is!) 4. I'd reach out to 5 publications + newsletters in my niche for potential features 5. I'd analyze the entire 90 days of data to create a refined strategy for the next quarter The goal by day 90 isn't massive follower counts - it's building the right foundation with the right people who will actually convert and champion your brand. Building on social takes consistency over flash. I'd rather have 1,000 highly engaged potential customers than 10,000 passive scrollers.

If I was launching socials for a founder-led DTC brand with no agency budget, here’s exactly what I’d do. Lock in your name everywhere — Check trademarks — Secure your domain — Claim handles on Instagram, TikTok, Facebook, LinkedIn, Pinterest, Reddit, and YouTube — Add logos, headers, and bios even if you’re not posting yet Tell the story people want to rally behind — What pain point are you solving? — What moment made you build this? — Share it on video. Post it everywhere. Pin it. Create video content fast — Talk to camera: “Here’s the problem I kept running into” — Show the fix, the frustration, the behind-the-scenes — Clarity over polish, always Launch with a simple content system — Story (founder POV, building moments) — Value (education, humor, insight) — Product (launches, testimonials, demos) — Repurpose across platforms Build community before reach — DM early followers — Comment daily within your ecosystem — Join relevant Reddit and Facebook conversations Form earned partnerships — Find 3–5 small brands with aligned audiences — Run giveaways, do cross-promo, collaborate — Don’t wait until you feel “big enough” Use free tools now, smarter ones later — Canva, CapCut, Meta Business Suite, Buffer — Once you’ve got traction: move to Wimbly Social, the AI tool I’m building to combine strategy and scheduling Set it up to hand off — Save all assets in one place — Organize content by theme or campaign — Keep a running list of FAQs and customer language Know when to let go — You’re spending more time posting than leading — You’ve built the foundation — You’re ready to scale Scrappy doesn’t mean small. It means you started smart.

Some brands make a huge splash with every new product launch, while others barely make a peep! I wanted to break down HOW to launch with a bang. A brand that has been crushing product launches is Lemme, a vitamin brand by Kourtney Kardashian and Simon Huck. When I worked with Simon on launching JUDY, I saw firsthand how he could get everyone talking. Influencers, press outlets, CNN, VOGUE, etc., would all rave about anything JUDY launched. At Sharma Brands, we aim for the same impact with our clients. When The Skinny Confidential mouth tape sold out in 2 hours (twice!), it wasn’t by accident. We strategically build product launches to be big brand moments. It’s an omnichannel play and a non-invasive way to make noise, get attention, and let more people know who you are. Here’s how to make your product launch a big deal: 1️⃣ On Your Website: • Update Banners: Feature the new product prominently above the fold. • Collections Page: Make it the first product that shows up with a NEW badge. Slide-Out Cart: Prioritize the new product as the first upsell. • On-Site Pop-Up: Highlight the new product in pop-ups. • Enhanced PDP Modules: Explain what the product does, how it works, what's in the box, usage instructions, setup, and FAQs. • Pre-Launch Sale: Direct your best customers to a dedicated landing page for early access. 2️⃣In Your Ad Campaigns: • Ad Creative: Create ads that specifically call out the new product, show it in use, and highlight its benefits. • Video Reviews: Compile video reviews from VIP customers or content creators in advance. 3️⃣With Email and SMS: • Pre-Launch Teasers: Send teasers to your best customers to generate excitement and early purchases. • Launch Emails: Send 1 email per day for the first 3 days of the launch, excluding previous purchasers. Offer a VIP discount or early-bird special to your top customers. • Launch SMS: Notify your list on launch day and send follow-up texts based on engagement. • Sold Out Strategy: Prepare a SOLD OUT! email and SMS to capture interest for restock notifications. 4️⃣On Organic Social: • Pinned Posts: Take over the top 3 posts with new pinned posts highlighting the product launch. • Profile Highlights: Add a highlight that showcases the product, unboxing, features, and benefits. • High-Intent Funnels: Treat Instagram and TikTok profiles as high-intent funnels. 5️⃣Product Tease and Sell-Out: • Teaser Content: Generate excitement leading up to the launch with engaging teaser content. • Sell-Out Plan: Prepare for high demand. Have a version of the PDP ready to collect emails and numbers for restock notifications. 6️⃣Keep Your Tech Top-Tier: Ensure all tech elements, including subscriptions, reviews, back-in-stock notifiers, email pop-ups, slide-out carts, upsells, and tracking pixels, are functioning smoothly. What else would you add to this? Lmk in the comments! 👇

If I had to launch a new brand on social in 6 weeks, here’s how I’d do it: WEEK 1: Build the foundation → Pick 1–2 platforms (usually TikTok and Instagram) → Define your brand voice, content pillars, and visual style → Create and schedule two weeks of content → Start building relationships — engage with 50 micro-creators in a genuine way WEEK 2: Quiet launch, loud listening → Begin posting → Reply to every DM and comment → Launch a broadcast channel (even if only 10 people join — it’s about the feeling of access and belonging) WEEK 3: Go live, show up → Start weekly lives — nothing beats real-time connection → Encourage UGC through giveaways or affiliate incentives → Double down on what’s performing WEEK 4: Turn followers into a community → Launch a UGC creator group or challenge → Personally message top fans and early supporters → Scale the formats that work → Simplify what’s working, then do more of it WEEK 5: Start selling, softly → Add clear calls to action in your posts → Start featuring real customers and creators using your product WEEK 6: Look back, then plan ahead → Review what worked (and what didn’t) → Refine your strategy for the next 6 weeks → From here on, you’re building a flywheel The goal isn’t to go viral. It’s to build trust that scales. Consistency beats hacks. Community beats reach. 1,000 engaged people will always outperform 10,000 passive ones.