How to build hype for my new gut health brand launch
Hype is created by visibility and exclusivity. Don't just announce your product. Make people wait for it. Use a series of countdown videos and behind the scenes clips to get people excited. Distribute these across a wide network of pages to ensure that when you finally drop, your waitlist is packed and your initial stock sells out immediately.
in one network
from your videos
go live
Gut health brand, launch stage: building hype for drops and waitlists.
The art of the countdown
Launch is an event, not a date. Start teasing the product weeks in advance. Show snippets of the packaging. Talk about the struggle you are solving. Feature interviews with early testers who swear by the results. Use your video content to build a story that leads up to the big drop. The more people feel like they are part of the journey, the more they will want to buy on day one.
Scaling anticipation with a network
A managed content network is a set of many brand-owned Instagram pages that post your existing videos many times a day from real iPhones, built and run end to end by a provider such as TIDE, so organic reach grows with the number of pages instead of headcount or ad spend. This creates the illusion of being everywhere, which is exactly how you generate the massive hype needed for a successful launch.
Content for the drop
Keep it fast paced. Use short clips that tease the benefits of your product. Use strong call to action buttons in your bio to get people onto the waitlist. Make the waitlist feel like an exclusive club. Send them early access or a special discount. The content should be high energy and slightly mysterious, keeping people interested until the moment you reveal exactly what the product is and why they need it.
Working with your provider
Send your launch schedule to TIDE. Tell them exactly when you need to ramp up the volume. Provide them with a mix of teasers and product reveals. Since you are building hype, timing is everything. Work closely with the team to ensure that the content hits the right cadence, peaking just before you go live. This creates a surge of traffic that can turn into your first major sales milestone.
One account vs a network
| One brand account | Managed content network | |
|---|---|---|
| Pages | 1 | Dozens, each with its own angle on gut health |
| Posts a day | 1 to 3 | Over 100 |
| Reach | The same followers | New pockets of buyers every day |
| Who runs it | Your team | The provider, end to end |
| Your part | Everything | Send content |
What you would send
Anything you already make for gut health counts.
Create massive launch hype by using a managed content network to build anticipation and drive signups to your waitlist.
Put your products on 50 pages.
Tell us what your gut health brand sells and how you get customers today. We'll show you a live network and tell you straight if it fits. About the cost of one marketing hire.
Questions brands ask next
How long should the waitlist period be?
Three to four weeks is a good window. It is long enough to build real anticipation but short enough to keep people from losing interest. Keep the momentum high throughout the entire period.
What if nobody signs up?
Then you need more volume. The beauty of a managed content network is that you can quickly dial up the distribution if your early results are slow. You get the data you need to adjust your approach in real time.
Is a drop model better than an open launch?
For a new brand, a drop model is fantastic for creating urgency and social proof. It forces people to make a decision and creates a moment of high activity that can define the start of your business.