Even though Google+ has been discontinued since 2019, it once offered a platform for businesses to promote product launches and announcements effectively. Businesses could build awareness, engage audiences, and drive interest through its unique features, such as Communities, Circles, Collections, and Google+ Hangouts. Here’s how Google+ could have been leveraged for product launches and announcements, with lessons that can be adapted to modern platforms.

1. Build Anticipation with Teasers and Pre-Launch Content

In the weeks leading up to a product launch, Google+ could have been used to build excitement by sharing teaser content with followers. This phase would have involved strategic sharing of information, keeping your audience interested but eager for more details.

• Teaser Images and Videos: Posting sneak peeks of the product through images or short videos could spark curiosity. The visual nature of posts on Google+ made it an ideal platform for sharing visually engaging content that generated excitement.
  • Example: “Here’s a glimpse of something new we’ve been working on. Can you guess what it is? Stay tuned for more details!”
• Countdown Posts: Using a countdown format, you could have shared a series of daily or weekly posts, each revealing a new feature or benefit of the upcoming product.
  • Example: “5 days until the big reveal! Here’s what you can expect from our new product: [Feature or Benefit].”
• Hashtags and Consistent Branding: Hashtags such as #ComingSoon or #NewProduct would have helped categorize and track posts. Consistent visuals, language, and branding across posts would have reinforced the message, building recognition ahead of the official announcement.

By regularly sharing small, intriguing pieces of information, you would have built anticipation among followers, making them eager to learn more.

2. Leverage Google+ Collections for Product Updates

Google+ Collections allowed users to organize posts into themed groups, making it an effective tool for product launches. Businesses could have created specific Collections dedicated to the product and its launch to keep all related content easily accessible.

• Create a Product-Specific Collection: A dedicated Collection for the new product would serve as a central hub where followers could view all posts related to the product in one place. This Collection could include teasers, behind-the-scenes content, and official launch details.
  • Example: “Introducing our latest Collection: [Product Name]! Follow this Collection to stay updated on every step of our upcoming launch.”
• Exclusive Content for Collection Followers: Encouraging users to follow the Collection by offering exclusive content (like early access to product specs, behind-the-scenes looks, or special promotions) would build a loyal following.
  • Example: “Get exclusive early access to our product demo by following this Collection.”

Collections helped businesses keep content organized and made it easy for followers to engage with updates without missing key information.

3. Use Google+ Communities to Engage a Targeted Audience

Google+ Communities allowed for targeted discussions and interactions with users interested in specific topics. For product launches, a brand could have used its existing Communities or created a new one focused on the product to engage a more specific audience.

• Create or Leverage Existing Communities: If your brand already had a thriving Google+ Community, this space could have been used to post updates and get direct feedback from highly engaged users. Alternatively, you could create a new Community centered around the product category, such as “Innovative Tech Gadgets” or “Sustainable Fashion,” where like-minded users would be drawn to learn more about the upcoming product.
  • Example: “Join our new [Community Name] for exclusive insights on our latest product release and engage with fellow enthusiasts!”
• Host Discussions and Q&A Sessions: Leading up to the launch, the brand could use the Community to host discussions, ask for feedback, or even run polls to involve the audience in decisions about product features or branding. This user engagement would generate excitement while allowing the company to gather valuable insights.
  • Example: “We want to hear from you! What feature are you most excited about in our upcoming launch?”

Communities fostered engagement and created a sense of inclusion, making customers feel more invested in the product.

4. Use Google+ Hangouts for Live Product Demos

Google+ Hangouts was a great tool for live, interactive events, such as product demos, launch parties, and Q&A sessions. A live product launch through a Hangout allowed for real-time interaction with the audience, making it more engaging.

• Host a Live Product Demo: Hosting a live product demo on Google+ Hangouts allowed followers to see the product in action. During the demo, you could highlight key features, explain how the product solves a problem, and demonstrate its unique selling points.
  • Example: “Join us for a live demo of our latest product on Google+ Hangouts! See how it works and ask us anything.”
• Q&A Session During the Hangout: Following the demo, a Q&A session allowed the audience to ask questions directly about the product, creating a two-way conversation and addressing any concerns or uncertainties in real-time.
  • Example: “Have questions about our new product? Ask away during our live Hangout session!”

By hosting a live event, you created a more personalized and immersive experience for your audience, increasing their engagement with the product.

5. Announce the Launch with a Google+ Post and Circles

Google+ Circles allowed businesses to group followers into different categories and tailor posts accordingly. For a product launch, you could have used Circles to send personalized updates to specific groups of people, such as loyal customers, influencers, or business partners.

• Launch Announcement Post: On the official launch day, an announcement post would have been made to introduce the product to the public. This post would include high-quality images or videos, the product’s unique features, pricing information, and a clear call-to-action.
  • Example: “The wait is over! Introducing [Product Name], designed to [solve a specific problem]. Get yours today! [Link to product page].”
• Targeted Announcements to Circles: Using Circles, you could create customized messages for different segments. For example, loyal customers might receive a special discount, while influencers could be invited to review the product.
  • Example for loyal customers: “As one of our most valued customers, we’re excited to offer you an exclusive 15% discount on our new product! Use code LAUNCH15.”
  • Example for influencers: “We’re thrilled to introduce our latest product, and we’d love for you to be one of the first to review it! Contact us for more details.”

Targeted messaging through Circles made the launch feel more personal, helping to build stronger relationships with different audience segments.

6. Leverage Social Proof by Sharing User Feedback and Reviews

After the product launch, social proof became crucial in driving sales and building trust. Google+ could have been a platform to share early feedback, reviews, and testimonials from customers and influencers.

• Post Early Customer Reviews: As early customers began using the product, sharing their feedback on Google+ demonstrated that real users were satisfied with the product. User-generated content could be shared in the form of testimonials, photos, or even video reviews.
  • Example: “Here’s what early adopters are saying about [Product Name]! ‘I’ve been using it for a week, and it’s changed the way I [use case].’”
• Highlight Influencer Reviews: If influencers or industry experts reviewed the product, sharing their endorsements would have added credibility to the launch.
  • Example: “Check out this review from [Influencer Name] on our latest product! [Link to full review]”

By sharing customer experiences and reviews, you built trust in the product and encouraged more people to try it.

7. Use Google+ for Ongoing Product Updates and Support

Even after the initial launch, Google+ would remain an important platform for keeping customers updated and offering support. You could use the platform to share ongoing updates, product tutorials, and maintenance tips.

• Post Tutorials and How-Tos: Sharing helpful content, like tutorials or how-to guides, helped users get the most out of your product. These could be in the form of written posts, videos, or even live demos through Google+ Hangouts.
  • Example: “Want to learn how to make the most of your new [Product Name]? Watch our step-by-step guide here.”
• Provide Customer Support through Google+ Communities: Offering customer support in a Google+ Community allowed users to ask questions and get help from both the brand and other users.
  • Example: “Have questions about your new [Product Name]? Join our support Community and get quick answers from our team!”

By continuing to offer value through Google+, you maintained engagement with your audience long after the product launch, creating loyal customers and fostering a community around your product.

Conclusion

Though Google+ is no longer active, businesses could have used it effectively for product launches and announcements by building anticipation, engaging their audience through live events, leveraging targeted messaging with Circles, and sharing user-generated content for social proof. Many of these strategies remain relevant on modern platforms like Instagram, Facebook, LinkedIn, and YouTube, providing businesses with effective ways to engage their audiences, build excitement, and drive successful product launches.