What Good Influence Looks Like: Launching a new product

In the fifth video in Social Soup's What Good Influence Looks Like content series, the team share insights on building an effective influence strategy for the launch of a new product or idea.

Three main objectives are discussed: micro-influencers, nano-influencers, and authentic reviews.

For a successful launch, people-powered channels are essential. Research shows that the top five trusted sources for buying decisions are friends, family, online reviews, social media posts, and social influencers. To optimise your launch, the team recommend three key people-powered stages:

• Start with influencers and creators who target early adopters. Connect with micro-creators who are highly engaged with their smaller audiences and tap into the trust they have built with their audiences to best position your product.

• Engage nano-influencers to win over the early majority. These everyday people in your category will share authentic content and reviews, building social proof from trusted friends and family.

• Capture the majority and laggards. Use the content from your early adopters and nano-influencers to amplify your message and convince the wider market through authentic reviews.

Remember, the launch process and timing depend on targeting your audience, working out product category purchase cycle length and understanding that with all products they need a custom strategy.

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