How To Announce a New Product Feature: Find Someone Who Cares (And Has An Audience) To Do It For You

Companies do it all the time ... and usually very few people care. I mean, let's face it, most product feature unveilings just aren't newsworthy. So doing a press release for them or having an entry on the corporate blog is a fairly predictable waste of time.

Rather than doing that with their announcement of a new reaction button, LinkedIn took a different approach this time and turned to writer/actor Mindy Kaling to write a post announcing the addition of a funny reaction button to the platform.

Having someone in the business of funny sharing the necessity of this product feature was a brilliant way to announce it to the world. Call it influencer marketing if you want, but the lesson in this effort is clear. If you have a new product feature to announce, the first step is to find an influencer who genuinely cares about it ... and then give them the freedom to find the right way to share it with their audience and the rest of the world.