Video Content
Feature Announcements
Feature announcements inform your audience about new product features, updates, or improvements. This type of content keeps users engaged, excited, and informed about the continuous enhancements you make to your product. Announcements can be made through blog posts, social media updates, email newsletters, and in-app notifications.
IMPLEMENTATION
Identify Key Features: Select the most significant features or updates to announce.
Plan the Announcement: Decide on the format and channels for the announcement (e.g., blog post, video, social media).
Create Engaging Content: Develop detailed content that explains the new feature, its benefits, and how to use it. Include visuals like screenshots or demo videos.
Promote the Announcement: Share the announcement across multiple platforms, including your website, social media, email newsletters, and in-app notifications.
Engage with Users: Respond to user comments and questions to provide additional information and support.
Collect Feedback: Encourage users to share their thoughts and experiences with the new feature to gather feedback and improve future updates.
Monitor Performance: Track the announcement’s performance and user engagement to measure its impact.
STRATEGY RATING
SCORE
21
Feature announcements are cost-effective and require moderate time and expertise. They offer high engagement and interactivity as users are keen to learn about new features. However, their relevance may decrease over time as new updates are released.
RATING 1-5, 5 BEING THE BEST
3
Expertise
Requires some expertise in content creation and promotion.
4
Cost
Relatively low cost, mainly involves creating and promoting content.
3
Time
Moderate time investment for creating detailed and engaging content.
4
Engagement
High engagement potential, especially if the feature is valuable to users.
3
Longevity
High interactivity through comments, questions, and user feedback.
4
Interactivity
High interactivity through comments, questions, and user feedback.
QUESTIONS TO ASK
What features or updates are most important to our users?
Which channels will best reach our target audience?
How can we clearly explain the benefits and usage of the new feature?
What visuals will enhance the announcement and make it more engaging?
How will we measure the success of the feature announcement?
HOW TO MEASURE
Engagement: Track likes, shares, comments, and interactions with the announcement.
Reach: Monitor the number of people who see the announcement across different channels.
Feature Adoption Rate: Measure how many users start using the new feature after the announcement.
Website Traffic: Track the number of visitors to your site from the announcement.
User Feedback: Collect and analyze feedback from users about the new feature.
EXAMPLE
Company: Slack
Implementation: Slack regularly announces new features and updates through their blog, social media, and in-app notifications. They provide detailed explanations, screenshots, and demo videos to showcase how the new features work and their benefits.
Outcome: Slack’s feature announcements keep their users informed and excited about the continuous improvements to the platform. This approach not only drives feature adoption but also enhances user satisfaction and retention. By actively engaging with users through comments and feedback, Slack ensures that their community feels heard and valued.
By effectively announcing new features, Slack maintains high user engagement, drives adoption of new features, and strengthens their relationship with users, demonstrating the effectiveness of this content marketing strategy.