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Mastering Social Media Product Launches: Expert Strategies from INBOUND

Mastering Social Media Product Launches: Expert Strategies from INBOUND

How often do you find yourself endlessly scrolling on social media until something truly relevant captures your attention? For leaders, the challenge isn't just getting noticed - it's creating meaningful connections that drive real business results.

At INBOUND 2024, social media experts Ramon Berrios, co-founder of Castmagic, and Jacqueline Snyder, founder of The Product Boss, shared insights on how forward-thinking companies can launch products on social media in 2025. They revealed strategies that go beyond vanity metrics to focus on what truly matters: building trust, creating conversions, and driving revenue.

BUILDING YOUR FOUNDATION

Before you even think about creating content, understanding who you're trying to reach is critical. As Snyder emphasized, "Social is really social. People want to be entertained, like the Gladiator. You have to understand who your ideal customer is, so that you can create entertaining content to bring them in."

Start by:

  • Defining who your ideal customer is with extreme clarity
  • Building a "warm list" before your product is ready by creating relevant content
  • Capturing information through strategic tools like chat bots
  • Focusing on a single channel rather than spreading yourself too thin


Berrios shared that when launching Castmagic, they generated seven figures by focusing 100% on one channel: using Instagram influencers allowed them to master one platform before expanding to others. Sometimes it's better to be the ruler of one kingdom than a tourist in many.

THE ABC's OF CONTENT STRATEGY

Snyder’s “ABCs of Content” outlines an approachable formula for effectively selling on social:

  1. Attract: Cast a wide net with entertaining and shareable content and “remix” already viral content.
  2. Bond: Share behind-the-scenes or microbits of content that build connection and make people stick around.
  3. Convert: Combine engaging elements to create high-converting content and keep sales-focused content to just 15-20% of your mix.


Organizing content into clear pillars makes production more intentional and less overwhelming. "Making content without intent will lead you to burnout," Berrios cautioned.

MAXIMIZING ORGANIC REACH

With organic reach on the decline, there are still strategies to maximize visibility without relying on paid advertising, including:

  • Customer-generated content: Berrios’ team turned their most passionate customers into content creators, generating over 100,000 YouTube views monthly with minimal management.
  • Remixing viral content: "If it has gone viral for someone else with a million views or more, it will go viral for you no matter how big your audience is," Snyder explained.
  • Using chat bots: Create personalized reply systems that feel organic but scale your ability to nurture relationships.


In 2025, winning the organic reach game will all hinge on being smarter with how you connect, where you focus, and who creates your content.

THE POWER OF FOUNDER-LED CONTENT

Authenticity is currency, and founder-led content creates a competitive advantage. "I try to do as much founder-led content as possible,” Berrios said. “That is the advantage you have over the incumbents. Not every company has the founder for content."

Founder involvement throughout the customer journey builds trust. How can founders tap in? By personally handling customer support, creating content that shows their face and personality, and building communities where other founders are active.

This approach creates a level of trust that faceless brands struggle to achieve. As Berrios said, "I would much rather have a thousand views, a thousand fans and create conversions than a million views on TikTok."

MEASURING SUCCESS BEYOND VANITY METRICS

While sales ultimately matter most, the path to conversion requires tracking the right indicators:

  • Trust metrics: How engaged is your audience? Are they responding to your content?
  • Conversion events: Snyder shared that her customers typically need "2.3 to 2.5 conversion events" before becoming buyers. In other words, potential customers need to engage with your brand 2-3 times before they're ready to purchase.
  • Onboarding funnel: Berrios’ team obsessively tests different onboarding approaches to optimize conversion. Every step of your customer journey should be continuously refined.


Working backward from revenue: Once you have data, you can create reliable formulas for how many leads you need to generate specific revenue targets.

Remember Berrios’ philosophy: 

"Traffic, CPMs, and impressions mean nothing if there is no trust, because that will lead to conversions."

TRENDS TO WATCH

For 2025 and beyond, the panelists highlighted some trends that you should be watching 👀

YouTube organic content: While making long-form content is time-consuming, YouTube delivers high-converting traffic through search.

Influencer marketing: "We turned off 100% of our ad-spend through platforms just doing influencers because we are acquiring customers at a much more profitable rate," Berrios revealed. (Pro tip: Use social media platforms as your search database for finding influencers that fit your persona.)

TikTok Shop: For e-commerce brands, TikTok Shop is "an absolute gold mine right now."

The death of talking head videos: Straightforward camera-facing videos are becoming less effective. Audiences crave more engaging, creative content formats.

The future of social media product launches is going to center on who can build the most trust with their audience. The most successful organizations will focus on creating meaningful connections before pushing for sales. Watch the full session here. 

Join us at INBOUND 2025 in San Francisco’s Moscone Center from September 3-5 to learn more strategies from industry experts who are redefining growth.

INBOUND Team

INBOUND Team

Providing year round news, trends and inspiration from the editorial desk of your favorite immersive experience.

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