Often developers only consider social media marketing after their device is complete and ready for the market. However, using social media for your product launch can help to build hype, connect with likeminded individuals, and build an online network, as well as promote your product and brand for free.

The biggest issues start-ups have with this is time and fear. You want to build an audience, but don’t want to give too much behind the scenes info away. Social media presence takes time, and the thought of adding something else to your long list of to-dos and the possibility of it not growing is the last thing you need.

However, many startups in the development stages are overwhelmingly excited about their project. They eat, sleep and breathe it. I’m sure your friends and family have had an earful of the same story: how your new design is revolutionary or how something isn’t working. A great outlet can be through blog writing or small social updates via Twitter, Instagram, LinkedIn or Facebook depending on who your audience is. Not only this but you can begin to join an online network of likeminded individuals, potential customers or partners.

Here are some ideas on how to start small:


  1. Document your small or big successes: You just solved a technical issue that was going to compromise your design? Get a photo, you don’t have to share it to your audience now but it makes for great content later!
  2. Taking time out: Often, people struggle to find a line between work and play. If they aren’t working on their project, that means they aren’t making money and it can feel like time is being wasted. A great way to dis-engage and take time to yourself but still feel like you are doing something to help your development is joining conversations online. Find your buyer’s market and chat to them through your brands account.
  3. Share your struggles: Join entrepreneurial or development groups and share the struggles you may be facing; the internet can be a helpful place, and you never know which clever soul may have a solution to your issue.
  4. Check out your competitors: Have a look at what your competitors are doing and write down what you like and don’t like. From there you can look at how you can create a strategy to overtake them and become a market leader.
  5. Choose only ONE channel: Work out who your buyer is, and what platform you think they would respond to best. Only concentrate your time in one place and master it. Only once you launch your product, and begin growing as a business should you consider more.

Social media can be a great tool for many different businesses and people, it is always important to have a presence online and the earlier the better. Building an audience that watch your business grow can help with crowd funding online, pre-orders, getting answers from your online community, helping with market research and best of all – is totally free.

Consistency is key in the social world, set aside 10 or 20 minutes a day or every second day to spend some time online, contributing to conversations, sending out a message or following people that you think would be interested in your product. Put it in your schedule and watch over the months how this small time-out can help your product grow once it hits the shelves.

Demi Kotsoris
About the author

Demi Kotsoris

Digital Marketing Manager Read full bio