Learn how to leverage social media platforms to educate prospects and customers about your product value proposition, demonstrate use cases, and engage with compelling content.

Having a close relationship between product marketing and the brand and social teams are critical in the early stages of education of your product or feature. Social media can also be a great way to quickly get a read on user sentiment and feedback!

Using social media to encourage user generated content is a tactic many popular brands use. By engaging customers to create and share content stokes excitement in the community, allowing for more organic promotion whilst strengthening the connection between the brand and customer.

Last updated on Aug 13, 2024

How do you leverage social media to showcase your product features and benefits?

Social media is a powerful tool for product marketing, but how do you use it effectively to educate your prospects and customers about your product features and benefits? In this article, you will learn some practical tips and best practices to leverage social media platforms to showcase your product value proposition, demonstrate your product use cases, and engage your audience with compelling content.

1 Know your audience and goals

Before you start creating and sharing your product content on social media, you need to have a clear understanding of who your target audience is, what their pain points and needs are, and what your goals are for each platform. Different social media channels have different audiences, formats, and algorithms, so you need to tailor your product messaging and content accordingly. For example, LinkedIn is more suitable for B2B products and professional networking, while Instagram is more visual and lifestyle-oriented. You also need to define your key performance indicators (KPIs) for each platform, such as impressions, clicks, conversions, or engagement, to measure the effectiveness of your product marketing efforts.

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2 Create a content calendar and strategy

Once you have identified your audience and goals, you need to plan and schedule your product content on social media. A content calendar is a useful tool to organize your content themes, topics, formats, and posting frequency across different platforms. You can use a spreadsheet, a project management tool, or a social media management tool to create and manage your content calendar. A content strategy is a document that outlines your content objectives, tone, style, and guidelines for each platform. It helps you to create consistent and relevant content that aligns with your product branding and positioning.

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Leah Shin

Senior Product Marketing Manager, Moonshots + Ventures @ LinkedIn | Co-Founder of Macchi Studio
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When putting together a content calendar and strategy, I found myself taking a deep dive on the social media platform that I wanted to prioritize as my main channel to distribute content. I would save content or video ideas to piece together a mood board on what I'd like my content to be centered around. The mood board often helped me plan out content using trending audio sounds or viral trends that were taking place.

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3 Showcase your product features and benefits

Product marketing on social media is an effective way to showcase your product features and benefits to prospects and customers. You can demonstrate how your product works, how to use it, and what results it can achieve with video, live stream, or webinar. Additionally, you can share useful tips and tricks on how to get the most out of your product with short videos, images, or stories. Furthermore, you can use text, images, or videos to announce new features, improvements, or launches of your product. To create excitement for these updates, you can utilize teasers, countdowns, or giveaways. Inviting customers or influencers to join your product demos and share their feedback and testimonials is another great way to market your product.

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Cathy Liu

Product Marketing @ LinkedIn
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Having a close relationship between product marketing and the brand and social teams are critical in the early stages of education of your product or feature. Social media can also be a great way to quickly get a read on user sentiment and feedback!

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4 Demonstrate your product use cases

Demonstrating product use cases on social media is another way to leverage social media to showcase your product features and benefits. Use cases are stories that illustrate how your product can be used in different situations, contexts, or industries. You can use different formats to demonstrate your product use cases such as case studies, user-generated content, or social proof. Case studies can include text, images, videos, data, metrics, or quotes to show the impact of your product. User-generated content can include reviews, testimonials, photos, or videos. You can also feature customer content on your own social media channels and give them recognition and rewards. Lastly, you can use badges, ratings, reviews, testimonials, or endorsements to display social proof on your social media channels.

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Kritika V

Digital Marketing Strategist| Instagram Wizard| Social Impact Enthusiast| SSCBS '21
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Know how to use the algorithm to your advantage. Prepare a monthly calendar of what products you want to promote. Focus on USPs of the product. Illustrate them creatively. No one wants to know a list of 10 things a product can do. Instead, bring out the 4 best features that makes it stand out in the market. And in a way your viewer wants to see- snappy, concise and to the point.

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Jayme Hill - Gardner

CEO @ Diamond Media Solutions 💎 | Helping Businesses Grow with Tailored Marketing Solutions 📈 | Driving Success Through Innovation & Strategy
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Use creative storytelling in your product use cases. By telling stories about how your product can be used in various situations, contexts, or industries, you can engage your audience effectively. There are several formats to consider. Case Studies are a great way to share compelling stories with text, images, videos, data, metrics, or quotes to demonstrate your product's impact. User-generated content authenticates claims by reviews, testimonials, photos, or videos created by your customers on your channels, building community and loyalty. Like user-generated content, social proof, such as badges, ratings, reviews, testimonials, or endorsements, is used to establish trust and credibility.

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5 Engage your audience with compelling content

The final tip to leverage social media to showcase your product features and benefits is to engage your audience with compelling content. This content should grab attention, spark interest, and motivate people to take action. To create this type of content, you can use storytelling to connect with your audience on an emotional level and share your product value proposition. Humor is also a great way to make your product content more fun and memorable. However, make sure the jokes, memes, gifs, or cartoons you use are relevant, appropriate, and respectful. Additionally, using curiosity can pique interest in your product features and benefits. Try using questions, headlines, captions, or hooks to create intrigue in your product content.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Krisana J.

Product Marketing, Feed @ LinkedIn
(edited)
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Using social media to encourage user generated content is a tactic many popular brands use. By engaging customers to create and share content stokes excitement in the community, allowing for more organic promotion whilst strengthening the connection between the brand and customer.

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Eric S.

Marketing | Positioning for growth | Strategy, Design, Content for Startups & Enterprise
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A strategic social media presence increases brand visibility, drives product awareness, and fosters customer engagement and conversions. Without effective social media management, product features may go unnoticed, potential customers may be unaware of benefits, and competitors may gain an edge.

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Rohan Sebi Roy

Marketing Professional | Product & Process Development | Project Management | Entrepreneurship
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Remember to maintain a consistent brand voice, engage with your audience genuinely, and adapt your social media strategy based on user feedback and insights. By effectively leveraging social media, you can showcase your product's features and benefits compellingly and impactfully, driving awareness, engagement, and conversions.

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How do you leverage social media to showcase your product features and benefits?

1

2

3

4

5

6

1 Know your audience and goals

2 Create a content calendar and strategy

3 Showcase your product features and benefits

4 Demonstrate your product use cases

5 Engage your audience with compelling content

6 Here’s what else to consider

Product Marketing

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How do you leverage social media to showcase your product features and benefits?

1

2

3

4

5

6

1 Know your audience and goals

2 Create a content calendar and strategy

3 Showcase your product features and benefits

4 Demonstrate your product use cases

5 Engage your audience with compelling content

6 Here’s what else to consider

Product Marketing

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