5 things to consider when launching a new brand on social media
Hotglue was incredibly excited to be offered the opportunity to help launch a new L’Oréal brand, Dercos by Vichy Laboratoires, into the local market with an organic social media presence.
Here are five things to consider around set-up and strategy when launching a new brand’s social media account:
Content our team created for the social media launch of @vichy_dercos.
Get organised with set-up
Think ahead to what you may need to set up the account as there are some elements that can experience time delays due to access or technical know-how. Another consideration is leaving time to flesh out the feed with search terms (learn more here) and developing an information hub through the creation of Stories Highlights.
Brainstorm the Stories Highlights that you’d like to live on the feed and create Instagram Stories that can be housed within them, like FAQs and stockist information.
Third-party access to other platforms like reporting, scheduling or social listening may require time in advance to set up, so getting the ball rolling as soon as possible is crucial for a timely launch.
Create a bank of content
Creating social-first content prior to the launch of the account (or as close as possible) is key to getting on top of the game in terms of reach. We advise considering both polished and low-fi content to promote a diverse content strategy. We work with a trusted group of creatives as well as our internal production team to create high quality stills and videos. For a low-fi approach, we can dedicate a day or more to producing low-fi content to sustain monthly content calendars, whether it be in the studio, or on location such as brand headquarters or in stores when appropriate.
The team at work shooting social media content in the Hotglue studio.
Use the collaboration tag
Whether it’s a parent company or brand, creators and influencers, or aligned brands for giveaways, leveraging the reach of existing accounts is an important and relevant way to appear in potential followers’ feeds to help account growth and brand awareness. Collate ideas on whose audiences would be easiest to work with straight away, and plan towards bigger ideas like creators, influencers, and co-branded opportunities to align with key campaigns. Learn more about Instagram’s Collaboration Tag feature here.
Facebook is still vital
Want to run ads to promote your new brand? You need a Facebook page, even if you don’t aim to post too much ongoing. Visitors need somewhere to find out more about your brand. We often direct traffic to a different location when putting up an ad, but some users will go to the page to discover more. There needs to be posts there that talk to general information, like core products, USPs of the brand, and where to find the brand.
Platform-specific strategies (or not)
Despite there being several social media platforms now — Instagram, Facebook, TikTok, Snapchat, Threads, X, YouTube, WeChat… — it isn’t vital for your brand to join in the fun on each if it’s not relevant. Key considerations include whether you’d be willing to let the audience in and see behind the scenes (popular on TikTok), or how flexible your tone of voice is (the “unhinged” vibe took off on Threads).
Luckily, we’re here to help if you’re looking to launch your brand or company on social media. Get in touch and we can help with social, digital, and media strategies, and various levels of production work.