When Should Startups Start Using Social Media?

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Though some use it more effectively than others, almost all businesses now have some kind of social media presence. Social media can be a highly efficient means of getting your message out there, which is why it’s usually essential for startups. But when should startups start using socials?

To answer this properly, let's first establish what social media is and how users are engaging with it. Some businesses make the mistake of approaching social media platforms as if they're full of eager consumers poised to learn all about every emerging business and immediately begin buying their products and/or using their services. They're not! Social media is still, primarily, a social platform where users are seeking to engage with their peers but also, increasingly, with content. 

This presents brands with an opportunity to reach potential consumers by producing compelling content that users will want to consume and maybe share. If you win them over enough, they’ll also follow you which earns you a fan and keeps you communicating with them.

What this all means is, you don’t need to be selling to build your business on social media. Hence, start-ups can start using social media before they launch. In fact, it can be highly advantageous to do so. As long as you have a strategy.

Pre-Launch Social Media Ideas for Startups

Don’t waste precious time promoting your launch-pending business on social media unless you’re doing so with purpose. Use your marketing plan to guide your pre-launch social media strategy, try to keep it relatively simple and ensure all content you produce looks professional and is aligned with your brand identity.Here are 5 ways start-ups can utilise social media before they launch - 

1. Establishing An Audience

When you’ve decided who your ideal customers are, you can start finding them even if you’re not yet set up to trade. Make sure you’ve developed your marketing strategy, researched, drilled down and now have a clear idea of who your target audience is. This should indicate where you might find them and help you make informed decisions about which platforms you should be using. Don’t opt for the most popular or trending platforms - find the ones your potential customers are on.The content you publish should be linked to, but not necessarily always about, your business. Explore your organisation’s purpose, values and interests and create valuable content around this. For example, a company selling cycling shorts will want to join in and start discussions around cycling, sharing useful guides, tips and topical information for cyclists, rather than focusing solely on the shorts themselves.Entering the social media world pre-launch enables you to build a brand identity and seek out an audience. Done well, your content should resonate with the social media users most likely to convert into early adopters when you launch your products or services.

2. Building Anticipation 

Keep your audience updated on your upcoming launch to build anticipation. Tease them with sneak peeks, countdowns and behind-the-scenes content. Make your potential early-adopter audience feel part of your business journey. Share achievements and celebrate milestones but don’t share everything - keep them curious and build excitement.This can also be an opportunity to introduce them to your other marketing channels, such as your newsletter. Find ways to encourage fans to share your posts with their peers so you can keep building your audience.The goal here is to keep potential customers engaging with you, which can be achieved in many ways, depending on what’s right for your brand.

3. Validating Ideas

Think you know who your audience is going to be and what they want? Social media is a great place to test your theories. Polls, surveys, and discussions can provide early insights into market needs and preferences. Remember, even though you’re utilising the platform as a business, these are still primarily social environments so be personable and responsive.

4. Networking

Social media can provide an excellent platform for founders to find community.  Many business leaders share their stories, wisdom and advice on social media, so follow and even reach out to fellow founders to learn from their experience and stay inspired. A strong network can open doors to funding, mentorship, media coverage, and promotional opportunities. Connecting with influencers, industry leaders, and complementary brands can also create opportunities for collaboration and promotion.

5. A More Impactful Launch

The final stretch towards launching a startup can be both frantic and exciting. There’ll likely be sleepless nights but there may also be dreams of breaking the internet on launch day, selling out in a matter of hours, or fielding multiple enquiries from dream clients. The sad truth is though, for many founders, the launch can be a little anticlimactic. Without an audience perched and ready to explore, buy or book launch days can fall flat.This is one of the many reasons why it’s a good idea for startups to begin using social media as soon as possible. Generate curiosity, count down to launch day and consider offering early subscribers, followers and fans exclusive deals or small reveals. This approach means that on launch day you’ll likely drive a lot more traffic to your website, which is great for SEO (search engine optimisation), you increase your opportunity to make sales, and you have a fanbase poised to help you extend your reach even further.

Who are we?

This guide to When Should Startups Start Using Social Media was written and published by Breakthrough Labs, a global community for female tech founders. We provide our members with a supportive network, valuable resources, and opportunities for learning and growth.

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