What Should You Post When You Launch a New Product?

One of our members recently asked a great question:

“When someone adds a new product, what social media posts should be made for the marketing?”

The biggest mistake many makers make is creating one product, posting one finished photo with the words “Now available!”, and then waiting for the orders to roll in.

When the product does not immediately sell, they assume the product was a bad idea.

But usually, the product was not the problem. The customer simply did not see enough of it, understand why they needed it, or know how it would fit into their life.

Instead of creating one product announcement, create a small content campaign around every new product.

The New Product Content Stack

Each of the following posts gives customers a different reason to notice, understand, and eventually purchase your product.

1. The Teaser Post

Before you show the finished product, give your audience a small preview.

You might show:

• A close-up of the material
• A cropped section of the design
• Your laser, printer, or equipment running
• Paint colors or materials being selected
• A quick clip of the project in progress

Goal: Create curiosity and get people watching for the final reveal.

Sample caption:
“We are working on something new today. Any guesses what this is going to be?”

2. The “How It Was Made” Video

Show part of the process used to create the product.

This could include:

• Designing the file
• Laser cutting or engraving
• UV printing
• Painting
• Assembly
• Adding personalization
• Removing masking or protective film

This does not have to be a complete tutorial. A quick 15- to 30-second transformation video is often enough.

Goal: Show the craftsmanship involved and increase the product’s perceived value.

3. The Finished Product Reveal

Now it is time to clearly introduce the completed product.

Use a clean photo or short video and explain:

• What the product is
• Who it is for
• What makes it useful or special
• Whether it can be personalized
• How someone can order it

Goal: Make sure the customer immediately understands what you are selling.

4. The Product Being Used

Do not only show the product sitting on a table. Show it doing the job it was designed to do.

For example:

• Carry the tumbler carrier
• Attach the golf tag to a golf bag
• Place the sign on a front door
• Use the cutting board in a kitchen
• Put the teacher gift on a classroom desk
• Show the display stand holding actual products

Goal: Help customers quickly understand how the product works.

5. The Product in Its Natural Environment

Create a lifestyle photo or video showing where the product belongs.

Examples include:

• A porch sign displayed on an actual porch
• A wedding sign photographed at a reception
• A bag tag attached to luggage
• A holiday ornament hanging on a decorated tree
• A kitchen product staged in a kitchen
• A golf accessory shown at a golf course

Goal: Help the customer picture the product in their own home, business, event, or daily life.

6. The Detail Post

Zoom in and show the features that might not be obvious in the main product photo.

You could highlight:

• Engraving quality
• Layered details
• Texture
• Hardware
• Paint finish
• Personalization
• Product size
• Special features

Goal: Answer the customer’s unspoken question: “Why should I buy this one?”

7. The Packaging Post

Show the product wrapped, boxed, tagged, or ready for pickup.

A nicely styled packaging photo can work well, but a short “pack an order with me” video can be even better.

Packaging content helps customers see your product as polished, professional, and gift-ready.

Goal: Increase confidence in your business and make the product feel more valuable.

8. The Personalization Options Post

Show customers the different ways the product can be customized.

You might show:

• Different names
• Color options
• Font choices
• Sizes
• Design variations
• Different sayings
• Business logo options

Goal: Help more customers see a version of the product that fits their needs.

9. The Customer Reaction or Testimonial

Once the first orders go out, use customer feedback to create additional content.

This could include:

• A customer photo
• An unboxing video
• A product review
• A message from a happy customer
• A gift recipient’s reaction
• A photo of the product being used

Always ask permission before sharing customer photos, videos, or private messages.

Goal: Build trust through social proof.

10. The Direct Sales Post

At some point, you have to clearly ask people to purchase.

Your sales post should include:

• The product name
• The price
• Personalization details
• Ordering deadline
• Turnaround time
• Shipping or pickup information
• A direct link or clear ordering instructions

Goal: Turn attention into actual orders.

A Simple Seven-Post Product Launch Plan

You do not need to create ten completely different pieces of content before launching every product.

Start with this simple seven-post plan:

1. Teaser: Show a small preview of what you are making.
2. Process: Share a “how it was made” video.
3. Reveal: Introduce the finished product.
4. Demonstration: Show the product being used.
5. Lifestyle: Photograph it in its natural environment.
6. Details: Highlight personalization, features, or packaging.
7. Sales Post: Clearly explain how to purchase.

These posts can be spread across one or two weeks. They can also be reused across Facebook, Instagram, TikTok, Pinterest, YouTube Shorts, email, and your website.

One Product Can Create a Lot of Content

Imagine you are launching a personalized golf bag tag.

From that one product, you could create:

• A video of the laser engraving the leatherette
• A satisfying masking-removal clip
• A finished product photo
• A close-up of the personalization
• A video attaching it to a golf bag
• A lifestyle photo at the golf course
• A carousel showing different color options
• A packaging video
• A customer testimonial
• A direct sales post

That is ten pieces of content from one product.

You already did the hard work of developing and making the item. Take a few extra minutes to capture the process while you are working.

Capture Content While You Work

Do not wait until the product is finished to start thinking about marketing.

Before you begin production, set up your phone and capture a few short clips:

• The blank material
• The machine starting
• The engraving or printing process
• Painting or assembly
• The finished reveal
• The product being packaged

Most clips only need to be three to five seconds long. You can combine them later into several different videos.

Do Not Give Up After One Post

Customers are busy. They may not see your first post. They may notice the second post but forget to order. They may need to see the product being used before they understand why they need it.

Posting about the product multiple times does not mean you are repeating yourself. Each post should show the product from a different angle or answer a different customer question.

The goal is not to shout “Buy this!” every day.

The goal is to help the customer:

• Notice the product
• Understand the product
• Imagine owning the product
• Trust the person making the product
• Know exactly how to purchase the product

Your New Product Marketing Checklist

Before moving on to your next product, ask yourself:

• ☐ Did I show how the product was made?
• ☐ Did I clearly reveal the finished product?
• ☐ Did I show the product being used?
• ☐ Did I photograph it in its natural environment?
• ☐ Did I show important details or personalization options?
• ☐ Did I show the packaging?
• ☐ Did I clearly explain the price and how to order?
• ☐ Did I post about it more than once?

A new product deserves more than one lonely social media post.

Turn every product launch into a small campaign, and give your customers several opportunities to discover it, understand it, and buy it.