Social Advertising

Best Practice: Tech Product Launch on Social

Published February 2022

A successful rocket launch

A successful rocket launch

Launching a new product is one thing. Successfully getting it to the target group is another. One way to do this is through social media.

Because no matter what you’re selling, note that more and more consumers are discovering and researching new products via social media. But your company's announcements can easily get lost.

That's why it's important to know how to stand out from the crowd and do it right. In this guide, we'll show you how to make the most of your next product launch on social media.

    Editor's Info
  • You'll find our used sources at the end of each section.
  • Any questions or feedback? Contact us
    Executive Summary
  • Web traffic is shifting more and more towards mobile—so should your ads
  • Prior to a product launch, it is particularly important to drive awareness and attraction
  • During launch, you should use the signals of the pre-phase to follow up and sell your product
  • Post launch you can turn customers into brand lovers who will thus make recommendations which leads to more sales
  • Stick to our proven Media- & Creative recommendations to accelerate your results

Advertise where consumers decide

You can have the best ads and the best sales funnel. If you advertise in the wrong place, you burn your budget without adding value. That's why it's important to know your target audience and advertise where they are.

Image shows that social media increased the purchase behaviour.

People inform themselves on social media before they buy products

Consumer behavior has changed, and you should too. Mobile devices are becoming more and more important. Already 98.5% of all traffic on the largest social network (Facebook) takes place via mobile. And many newer networks, such as Instagram, TikTok and more, can only be used to their full extent on mobile devices. This trend is undeniable.

However, people do not use their smartphones exclusively to keep up with their network news. They discover, research, and buy products on mobile devices.

To avoid being left behind by the competition, it is essential to stand out on the mobile shelf, position yourself as well as possible and connect directly with your customers. Social media can be key to the success of your product launch and offers great and sustainable solutions throughout the process.

Keep in mind, a successful launch is more than a moment—it's an always-on strategy.

The guide for a successful launch

We have analyzed over 100 tech product launches and extracted a best practice from them—so you don't have to waste your budget on testing and can hit the ground running.

Image shows a product-launch cycle.

Visualization of a product-launch cycle.


Prior to the launch, it is particularly important to create awareness and attraction. Consumers not only need to know about the product, but they also need a desire for it. You can achieve this with ads that are designed to create advertising recall. It's important to not just buy bare reach. Users need to spend time with the ad. So, ads that are designed for high-value awareness goals are suitable. These include brand awareness, video view-throughs, and interactions.


During the hot phase of the launch, the goal is to follow up on the pre-phase and sell the product. The signals from the pre-launch phase are very valuable and should be used for retargeting purposes. An example: people who watched a video in the pre-launch phase until the end or showed interest via a Survey Ad can be addressed again using ads that are designed for conversion. In addition, the use of lookalike target groups on the retargeting signals leads to better and more sustainable results than bare retargeting. The goal of driving the user to conversion can best be achieved with Dynamic Ads, Collaborative Ads, In-Store Ads and hyper-targeted Conversion Ads.


After the launch, budget pressure can be reduced. Conversion ads should still be used to continue generating sales. Additionally, there is now the possibility to instrumentalize your customers. With demos and educational content, you can turn them into brand lovers who will thus make recommendations in their sphere of influence and thus contribute to more sales. Furthermore, this stage is also suitable for upselling complementary products. Leveraging Custom Audiences and Lookalike Audiences is elemental to the success of this phase.

Checklist for your success

  • Design your ads mobile first (e.g. 1:1 and 9:16)
  • Don't rely on a single visual
  • Use a mix of short and long videos, interactive formats and images
  • Feature real people, not stock people
  • Relate to the product and create desire
  • Use suitable CTA
  • Design consumer centric
  • Use appropriate run times of at least 2 weeks per phase
  • Collect data (Pixel, SDK, Offline-Conversion) to take advantage of it
  • Harness the power of the algorithm by using CBO
  • Be Bold—use as much placements as suitable

Let yourself be inspired from others

Many technology companies launch advertising campaigns to promote new products. And often with great success. Not only start-ups, but also established brands.

Sonos ran a campaign on Meta to promote its latest home sound system, securing a 19x ROAS by incorporating video ads to drive brand awareness and dynamic ads to increase sales.

Samsung was able to generate not only a 15-point uplift in ad recall with a multi-phase campaign, but also a 4.2-point increase in purchase intent.

Lili Banking achieved an improvement of 32% in cost per registration by using strategies that are part of this guide.


Potential customers use social networks to connect with products and brands. The mobile-first experience is paramount. If you apply the right strategy, social media can not only help you launch a product but can be essential to its success.

Elirius helps technology and entertainment brands achieve better business success in social advertising. We help our clients to develop and apply holistic and sustainable strategies and lead them to success—in the most efficient way. Contact us to find out if we can help you too.

Thank you for reading and have a nice day!