Meet Sophie, the founder of a small skincare brand. After spending months developing an all-natural moisturizer, she was ready to launch. But there was a problem—nobody knew her brand existed.
She tried posting organically on Instagram, but her posts barely reached 200 people. She emailed her small list of subscribers, but the response was lukewarm.
Then she turned to Instagram Ads.
Within two weeks:
✅ Her ad reached 250,000 people
✅ Her website traffic increased by 700%
✅ Her moisturizer sold out within 30 days
What made the difference? A strategic Instagram Ads launch plan.
If you’re launching a new product, simply running ads isn’t enough—you need a step-by-step strategy to create hype, engage the right audience, and drive conversions.
In this guide, I’ll break down the secret formula for using Instagram Ads to successfully launch a new product.
1. Pre-Launch Phase: Build Hype Before You Sell
Most businesses make the mistake of only running ads on launch day. That’s like inviting people to a party without sending invitations—nobody will show up.
Instead, use Instagram Ads to create excitement before the product is even available.
Strategy: Teaser Ads to Spark Curiosity
Objective: Brand Awareness
Ad Format: Instagram Stories, Reels, and Carousel
Targeting: Interest-based + Lookalike Audiences
What to do:
- Run a teaser campaign 2-4 weeks before launch
- Show mysterious glimpses of the product without revealing everything
- Use intriguing captions like:
“Something big is coming… Can you guess what it is?”
“You asked, we listened. Launching soon!”
Example: A sneaker brand ran Instagram Story Ads showing close-up shots of a new sneaker’s design—without revealing the full shoe. This built curiosity and made people eager to see more.
Secret Tip: Use Instagram Polls and Question Stickers in Story Ads to increase engagement before the big reveal.
2. Build a Waitlist with Lead Generation Ads
Want an instant audience ready to buy on launch day? Collect leads before you launch.
Strategy: Lead Generation Ads for Exclusive Access
Objective: Lead Generation
Ad Format: Instagram Lead Form or Click-to-Landing-Page
Targeting: Retarget warm audiences + Lookalike of engaged users
What to do:
- Run an ad offering early access, discounts, or VIP perks for signing up
- Keep the ad copy short and benefit-driven
- Use a bold CTA like “Join the Waitlist” or “Get Early Access”
Example: A beauty brand launched a waitlist campaign offering a 20% discount for the first 500 sign-ups. By launch day, they had 5,000+ potential buyers ready to purchase.
Secret Tip: Use Facebook’s Automated Follow-Up Messages to send reminders to your waitlist before launch.
3. Launch Day: Create a Buying Frenzy
The big day is here! Now, you need to flood Instagram with your product and make sure people feel the urgency to buy.
Strategy: High-Impact Conversion Ads
Objective: Conversions / Sales
Ad Format: Instagram Reels, Stories, and Feed Ads
Targeting:
✅ Retarget people who engaged with teaser ads
✅ Show ads to waitlist subscribers
✅ Lookalike of website visitors and social engagers
What to do:
- Use bold, eye-catching visuals of the product in action
- Include customer testimonials (or influencer reactions)
- Add urgent CTAs like:
“Limited Stock – Shop Now”
“Only Available for 48 Hours”
Example: A fitness brand ran Instagram Reels Ads featuring a popular influencer unboxing their new product, saying:
“Guys, this just launched and it’s selling FAST. Grab yours before it’s gone!”
Secret Tip: Use countdown timers in Story Ads to trigger urgency.
4. Post-Launch: Keep the Momentum Going
Most brands stop running ads after launch. Big mistake. The real sales come in the days after.
Strategy: Retargeting Ads for Warm Leads
Objective: Retargeting & Upsells
Ad Format: Instagram Carousel, Collection Ads
Targeting:
✅ Retarget website visitors who didn’t buy
✅ Show ads to cart abandoners
✅ Cross-sell to existing buyers
What to do:
- Run reminder ads for those who didn’t purchase
- Offer a small discount or bonus to push conversions
- Upsell complementary products
Example: A smartwatch brand ran retargeting ads featuring:
“Still thinking about it? Here’s 10% off—only for the next 24 hours!”
“Pair your smartwatch with our premium straps – Limited Edition.”
Secret Tip: Use Dynamic Product Ads to show personalized products based on users’ browsing history.
5. Advanced Instagram Ad Tricks to Maximize Results
Trick #1: Use AI-Powered Creative Testing
Instagram’s Advantage+ Creative automatically tests different ad variations and optimizes for the best-performing ones.
How to enable it:
✅ Upload multiple images, videos, headlines
✅ Instagram will automatically show the best combination to each user
Example: A brand tested 5 different product images and let Instagram’s AI decide the best one—leading to a 30% higher CTR.
Trick #2: Leverage Influencer Ads for Instant Trust
Instead of running ads from your brand’s account, use influencer ads to drive higher engagement.
How?
✅ Partner with micro-influencers in your niche
✅ Use the Branded Content Tool to run ads directly from their profiles
Example: A fitness brand ran an influencer’s post as an ad—it got 3X more engagement than the brand’s ad.
Trick #3: Use Comment Automation for Higher Conversions
Most brands ignore Instagram ad comments—but engaging in real-time can drive more sales.
How?
✅ Set up automated replies for common questions
✅ Use chatbots to DM people who comment on your ad
Example: A clothing brand set up “DM us for a special discount”—leading to a 20% increase in sales through Instagram DMs.
Final Thoughts: Why Instagram Ads Are a Game-Changer for Product Launches
Launching a new product on Instagram isn’t just about running ads—it’s about creating an experience.
With the right strategy, you can:
✔ Build hype before launch
✔ Get a waitlist of buyers ready to purchase
✔ Create a high-converting launch-day ad campaign
✔ Retarget and scale sales post-launch
Don’t just run ads—launch your product with a system that guarantees success.
Are you ready to make your next product launch a massive hit?