How Brands Launch Products on Social Media With Preorders

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Creating a preorder strategy is a powerful marketing technique that is used in eCommerce. The strategy demands time and effort, but when done correctly, the results can magnify the return on investment.

Opening up orders for an item that is not yet available on your Shopify store, which will be at a future date, is effective in creating hype, attracting demand, and generating revenue. Using social media to promote preorders broadens reach, increases engagement, and provides an opportunity to connect with your audience authentically.

Whether you’re releasing a new beauty product, gearing up to launch a CPG product, or launching a new collection, a preorder strategy on social media can boost your business in a big way — but how do you get it right?

The Benefits of Launching Preorder Products on Social Media

A preorder strategy has the potential to create a buzz around a product. Preorders can also benefit less popular titles or products that need the extra push before they launch. For specific industries, such as eCommerce brands and retailers, preorders are especially beneficial.

Even so, the strategy offers the following benefits across various sectors:

  • Creating hype and excitement about the launch of a new product
  • Helping internal teams understand the level of demand
  • Securing sales before the product is made available
  • Generating funds for the production of the product and marketing campaigns
  • Creating a sense of exclusivity through scarcity tactics

When to Use Preorders for a Product Launch

A preorder strategy has the potential to create a buzz around a product. Preorders can also benefit less popular titles or products that need the extra push before they launch. For specific industries, such as eCommerce brands and retailers, preorders are especially beneficial.

Even so, the strategy offers the following benefits across various sectors:

  • Creating hype and excitement about the launch of a new product
  • Helping internal teams understand the level of demand
  • Securing sales before the product is made available
  • Generating funds for the production of the product and marketing campaigns
  • Creating a sense of exclusivity through scarcity tactics

When to Use Preorders for a Product Launch

When overused, preorders can lose their novelty, yet there are various instances in which preorder promotions will work exceptionally well. Consider the following as a starting point.

  • Limited edition products
  • Seasonal products
  • Launch of a new collection
  • Advertising a notable discount
  • Launching a special centerpiece product
  • Promoting a new service offering

The duration of the preorder campaign will depend largely on the brand, the product, and the demand.

With the above in mind, it’s important to consider the challenges of a preorder campaign, which often stem from operational efficiency. If you plan to use preorders regularly, then it’s a good idea to create a template to follow. It’s also worth integrating a preorder app on Shopify to streamline the process.

How to Run a Pre-launch Campaign on Social Media

A successful preorder campaign demands careful planning and strategy. Consider the following steps as a thoughtful blueprint for the marketing campaign on social media.

Choose the Payment Option

There are three main options when choosing how enthusiastic buyers will guarantee their purchase.

The first option involves customers paying for the product when they place the order. The pay-now method is useful for businesses as it provides cash flow for marketing and production while locking the customer into their commitment.

The second option allows your customers to make a partial payment upon placing the preorder and paying the balance before the order ships to them.

The third option allows the customer to place the order and pay later. With this option, the business doesn’t have access to the funds in advance, but it gives the customer confidence that they won’t be scammed.

Organize an Integrated Prepaid Platform

While you’re drawing attention to your product, you need to make sure that you have an infrastructure to support the demand. Some Shopify stores choose to create a landing page dedicated to preorders, while others are happy with a preorder button that complements efforts on social media.

Whichever you choose, make sure that you include all shipping information and other FAQs, especially if using the pay-now method, to manage customer expectations.

Strategize a Marketing Plan

The marketing plan for a preorder campaign has several moving parts, each as important as the other. While each product launch will have nuanced differences, there are a few general steps to consider.

On the days leading up to the launch, start creating content on your social media channels like TikTok, Instagram, Snapchat, and Twitter to alert viewers that this is going to happen on a specific day and time. Have an email cadence that will also allow them to add the event to their calendar.

On the day of the preorder, create a day-in-the-life vlog surrounding the launch of the preorder and leverage your social channels and email to broadcast this. As a Shopify store, you can also show a live view of the visitors to your store and the live sales happening on your preorders. Make it fun and as interactive as possible. The more hype you create with your TikTok or Instagram audiences, the more exciting and successful your preorder campaign can be.

Use these steps to get organized as you plan out your preorder strategy to launch on social media

  • Establish a skilled team that is dedicated to the preorder campaign
  • Plan the timeline, ramping up intensity as the launch date approaches
  • Announce the preorders on various social media platforms, such as Instagram and TikTok, and through newsletter efforts
  • Continue to market the preorders aggressively

Continue to Market Relentlessly

Prepare for dips in the campaign, marking the point where your captured audience ends and your attempt to find new customers begins. Use the opportunity to experiment with different methods to attract new audiences.

When using social media to market the upcoming launch of your product, keep the following tips in mind.

  • Offer added value for those who place a preorder, such as a freebie or discount
  • Drip feed emails throughout the preorder campaign to increase anticipation
  • Use a strong call to action with each social media post
  • Review your analytics and identify which posts are performing well
  • Experiment with content, prioritizing posts that encourage engagement

Using Technology to Automate and Manage the PreOrder Process

Let’s look at PreOrder Now, available on Shopify, which allows businesses to boost sales and automate the process with ease.

PreOrder Now can be added as a new feature to your store, introducing a preorder option to your shop after following these easy steps;

  • Install the app on your website
  • Select the product that you want available for preorder
  • Edit the product to enable preorder
  • Save and enable your changes
  • Copy the settings for all variants

Completing these quick and easy steps will showcase a preorder button on your website with all of the delivery information.

Manage Preorders Effectively

If all goes according to plan, then the orders will flood in. The preorder team should be ready to track all orders and manage their status effectively. An automated integration tool that works with your eCommerce store can save a lot of time and effort.

To live up to the hype, you have to meet the demands and expectations of your audience so that they share the exciting news with those around them. Social proof helps establish credibility, highlights the business as an expert, showcases the quality of your product, and boosts trust — so don’t be shy to ask for a review afterward!

The results can also be used for future marketing campaigns.

Launch Your Preorder Campaign Today

Small eCommerce stores to enterprise multi-channel eCommerce stores alike can benefit from the excitement and revenue generated by a preorder campaign. Using integrated tools and social media for marketing helps to streamline the process and maximize positive results.

Add PreOrder Now to your website today and begin benefiting from the ease of automation and powerful features, or view the demo store to see the app in action!

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