The best new products today don’t win shelf space, they win the scroll.
If you’re building something new and not thinking about how it shows up on social media first, you’re leaving attention, engagement, and money on the table.
Whether it’s a skincare line, a snack brand, or a supplement, here’s exactly how I’d go about creating a social-first product. One that people don’t just buy, but post, share, and talk about.
1. Start With the Scroll, Not the Store
Before packaging, pricing, or product features, start by asking:
Would this stop someone mid-scroll?
Today’s brands are built in the feed. If it’s not immediately engaging or visually distinctive in a Reel, TikTok, or Story, it’ll get ignored.
Look to:
TikTok trends, niche memes, and unboxings
Thumb-stopping visuals and textures
What makes people pause, laugh, comment, or share
Real-world example: Poppi’s bold cans and gut health hook made it social-first by design not just a better-for-you drink.
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2. Know Your Audience Better Than You Know Your Competitors
Skip the mass-market mindset. Instead, go deep on a niche and build for a specific community, not a broad demographic.
Do the research:
Lurk Reddit threads
Read TikTok commentsStudy IG meme pages your audience follows
Then create something that feels like it was made by them, not just marketed to them.
3. Design for the Feed: Form Meets Format
Every product is a piece of content waiting to happen.
If it’s not satisfying to open, hold, pour, apply, or eat, you’re missing the content opportunity.
Build in content moments:
Bold colours and recognisable shape
Textures or formats that look good on camera (think drip, fizz, foam, glitter)
Stickers, QR codes, or easter eggs that are made to be shown off
Remember: Unboxing is marketing now.
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4. Give Your Product a Hook People Can Share
People need a reason to talk about your product and it helps if that reason is baked in.
Make it easy to caption, easy to remember, and easy to repeat.
This can be:
A ritual ("I take this every morning before my coffee")
A name or flavour that’s a conversation starter ("Watermelon Whoa")
A visual or tagline that becomes part of the user’s identity ("I’m a Glow Girl now")
5. Build Hype with Community, Not Just Ads
Forget the one-and-done launch post. The best product marketing strategies build community before product.
Here’s how I’d do it:
Seed early samples to micro creators and loyalists
Start a waitlist or beta tester club
Let the community co-create content, names, flavour ideas, or sticker sheets
Drop limited runs or exclusive versions to fuel word-of-mouth
The goal isn’t just reach - it’s reputation.
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6. It’s Not Just a Product - It’s a Social Object
At the end of the day, the most successful products today aren’t just functional. They’re cultural. They create conversation. They give people something to engage with, not just consume.
So when someone says “We’re thinking of launching a new product,”
I ask, “Cool, how will it look in a Reel? What’s the TikTok moment? Would someone film their reaction? Will it make someone say, ‘What is that?’”
That’s how I’d build a product today.
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Final Thought: Social Isn’t the Add-On. It’s the Blueprint.
If you're building something new, build it for the feed. Because the brands that win now are the ones that don’t just show up - they start the conversation.
And in 2026, attention is the most valuable shelf space there is.