Soft Launch and Early Adopters

Task

Officially launch your brand and drive initial traffic.

Strategy

Use Diffusion of Innovation Theory to focus on Innovators (risk-takers, trendsetters) and Early Adopters (influencers in their circles). These are the people who want to be first and who share with others.

  • Identify them: Look for niche TikTok creators, Instagram micro-influencers, and Reddit/Discord community leaders.

  • Position your brand as exclusive: Make it feel like they’re getting access before the rest of the world.

  • Leverage FOMO (Fear of Missing Out): Limited drops, waitlists, or early discounts can nudge conversions.

Action Steps

  1. Content Launch

    • Post your pre-made TikTok & Instagram Reels (5–10 pieces) over the first two weeks.

    • Use hooks tailored to early adopters: “Be the first to try…” / “Everyone’s about to want this…”

    • Always end with a strong CTA:

      • “Tap the link in bio to grab yours before they sell out.”

      • “Join the waitlist now—spots are limited.”

  2. Hashtags & Discovery

    • Mix broad + niche hashtags: #newbrand #earlyadopter #trendingnow + niche-specific (e.g. #pilatessocks #thatgirl)

    • Use trending TikTok sounds to increase algorithm boost.

  3. Community Engagement

    • Comment on posts from niche creators daily.

    • Share UGC from your testers or friends who tried the product.

    • Create polls and questions in Instagram Stories to get interaction.

  4. Website Funnel

    • Ensure your landing page is optimized with:

      • A hero headline that screams exclusivity (“Designed for the ones ahead of the curve”).

      • Clear CTA button above the fold (“Shop Now” / “Join the Waitlist”).

      • Social proof (testimonials, UGC, first reviews).

  5. Early Adopter Incentives

    • Offer an exclusive launch discount or bonus gift (e.g., first 100 orders get X).

    • Create a referral loop: reward early adopters for bringing in their friends.

Go To Market, Early AdoptersFrancesca Tabor