How to Pre-Launch on Instagram: The Inside Story of Jot Coffee’s Social Media Strategy

 How to Pre-Launch on Instagram: The Inside Story of Jot Coffee’’ s Social Media Strategy

Launched in April 2020, Jot Coffee, a recently released DTC (direct-to-consumer) coffee brand name, has actually rapidly gotten steam as the brand-new at-home coffee brand name that provides a remarkably tasty experience, both in-person and digitally. How did they handle to create so much interest and enjoyment for their launch?

Read on for a behind-the-scenes take a look at how Jot constructed enjoyment for its launch on Instagram and how to produce a neighborhood from the first day. You’ll hear straight from Jackie Modena, Director of Community at Jot, and you’ll find out:

Where to discover motivation for developing on-brand social networks contentHow to prepare for an effective brand-new brand name or item launch on InstagramHow to create pre-launch interest, UGC (user-generated material), and followersHow to engage with your brand name’s neighborhood in a prompt mannerHow to keep up to date on social networks patterns and updates  How to Pre-Launch on Instagram: The Inside Story of Jot Coffee’’ s Social Media Strategy

This post belongs to the #BufferBrandSpotlight, a Buffer Social Media series that shines a spotlight on individuals that are assisting develop impressive brand names through social networks, neighborhood structure, material production, and brand name storytelling.

This series was born upon Instagram Stories, which implies you likewise have the capability to see the initial interview in our Highlights discovered on our @buffer Instagram profile .

Who are you?

Hi, I ’ m Jackie Modena! I ’ m with Jot , a recently introduced DTC business that makes a first-of-its-kind 20x focused Ultra Coffee from reasonable trade, natural beans. All it takes is one tablespoon of our Ultra Coffee to develop scrumptious, café -quality beverages in your home, like iced lattes, americanos, and coffees. We have a magnificent however little( and extremely caffeinated) group based out of Boulder, CO.

I ’ m Jot ’ s Director of Community, where I manage the tactical instructions of our social networks, establish material, engage with and grow our neighborhood, handle influencer collaborations, and work carefully with PR, efficiency marketing and client service.

 How to Pre-Launch on Instagram: The Inside Story of Jot Coffee ’ s Social Media Strategy

I ’ ve formerly held internal marketing and social networks functions at other nationwide CPG business like Ripple Foods and ICONIC Protein, and prior to that, worked for a shop PR firm that focused on servicing natural &natural CPG food, way of life and drink brand names.

Where do you discover motivation for Jot ’ s social networks material?

When we initially began with our social channels, we established a set of imaginative standards to assist notify the kinds of material, visual instructions and visual that we wished to produce.

View this post on Instagram

We established a method to draw out the very best of every coffee bean into a liquid 20x more focused than conventional coffee. The outcome, Ultra Coffee, is pure coffee that changes into anything you prefer– espresso, americano, coffee, you call it– in seconds. Prepare to experience coffee for the very first time, once again. Offered just at

A post shared by Jot ( @jot) on Apr 23, 2020 at 8:05 am PDT


We were likewise lucky to release with some fantastic GIF, videoand still material from an early innovative shoot arranged by our branding firm, Red Antler. Those properties actually assisted to set the structure for the tone and visual instructions of our social networks. From there, it was simple to discover content partners and curated material that fit our visual. For motivation, I follow appropriate Instagram hashtags that either tie straight to our brand name or to a visual (ex. #coffeephotography, #coffeevibes, #morninglight, #lightsandshadows, and so on ), want to other brand name accounts( both rivals and other classifications), and follow my preferred developer represent motivation.

How does handling Jot ’ s social networks account appear like on an everyday basis?

I attempt to combine things as much as possible, so that I ’ m not bouncing around from platform to platform all the time. That ’ s what makes Buffer such a terrific tool– I ’ m able to handle our Facebook, Instagram, Twitter and LinkedIn all in one location.

While we normally have ‘ styles ’ or overarching material efforts that we prepare 6 months to a year ahead of time, I just aim to set up material ‘a couple of weeks out– and even then, I consider it a rough strategy. Things can alter so rapidly, and it ’ s crucial to be able to pivot rapidly and adjust to the landscape.

While we normally have ‘ styles ’ or overarching material efforts that we prepare 6 months to a year beforehand, I just want to set up material a couple of weeks out

From there, as it associates with Instagram, my everyday appear like the following:

I ’ m monitoring in on UGC through our tagged hashtags and posts, and engaging with members of neighborhood who share their Ultra Coffee images and dishes’. We attempt to motivate consumers to utilize #jotcoffee and #justonetablespoon, and we ’ re presently running a #summerofjot project. I ’ m monitoring in on stories and DMs throughout the day, to engage with our consumers, re-share stories to our own story, and field any consumer service-related concerns that may be available in. I like to watch on the engagement on Facebook and Instagram advertisements, both to moderate any remarks that breach our neighborhood standards and to respond to concerns from customers who might be curious about our product.How do you prepare for an effective brand-new brand name or item launch?

As a item, brand name and online marketer launches are a few of my preferred efforts to prepare, perform and plan.

With Jot, when it concerned Instagram particularly, we took care to begin curating our feed with on-brand, visual material (and I believe this can be a fun time to use more enthusiastic grid-style posts that cover 3-, 6- or 9-feed posts in size) leading up to our launch, without revealing the real item.

 How to Pre-Launch on Instagram: The Inside Story of Jot Coffee ’ s Social Media Strategy Jot’s pre-launch grid-style post that covered 6-feed posts.

While we prepared to have an existence on all the significant social networks platforms, we understood that Instagram was going to be a primary top priority for us and where we ’d be committing a bulk of our resources when it pertained to neighborhood, material and influencer.

To assist produce pre-launch interest, fans and UGC, we introduced a buddies &household program in the weeks prior to our main launch, and motivated individuals to share their Ultra Coffee experience with us. This enabled us to begin collecting early consumer feedback and repairing possible client service and neighborhood concerns.

To assistance produce pre-launch interest, fans and UGC, we released a pals &household program in the weeks prior to our main launch, and motivated individuals to share their Ultra Coffee experience with us.

We likewise got a great deal of terrific unboxing and other UGC material for social, which we began conserving and collecting to guarantee we ’d have sufficient material on our launch day to actually make a splash. Once again, a tool like Buffer can be truly practical in this regard, due to the fact that you can begin to develop your material database and schedule out your launch day posts and stories( understanding how busy launch days normally are, this can be a big time-saver!).

View this post on Instagram

We ’ re cheers-ing to Thursday with a glass of @patricio. ap ’ s rejuvenating Coffee Cola. It integrates one tablespoon of Ultra Coffee with half of a Mexican Coke+ ice for a wonderfully carbonated afternoon pick-me-up ⚡ ️ #summerofjot #jotcoffee

A post shared by Jot ( @jot) on Jun 25, 2020 at 11:02 am PDT


In regards to other item launches I ’ ve dealt with in the past for more recognized business with an existing neighborhood, I believe it ’ s enjoyable to construct anticipation with teaser posts leading up to the main launch. If somebody thinks the right brand-new flavor/product), it gets the neighborhood included and engaged and practically makes the launch into a video game( you might even connect in a free gift.

What marketing/social media guidance do you have for brand names that are pre-launch?

I ’d develop yourself on all the primary social channels( and attempt to keep a constant deal with throughout all platforms) however determine which channels are going to be your primary focus.

For us as a DTC customer item, it made good sense that Instagram, and to a level Facebook, would be a fundamental part of our marketing method, so it was truly important that we accomplished on those platforms. We have more versatility when it pertains to publishing cadence and technique for our other platforms like LinkedIn, Pinterest, Twitter and TikTok, which permits us to be a bit more speculative in our material.

When you ’ re a little start-up, you ’ re just going to have a lot of resources– time, budget plan, workforce– to commit to your social channels, so invest sensibly in your main channels while preserving pertinent material on your secondary channels.

What ’ s your primary suggestion for engaging with your brand name ’ s neighborhood?

Time is of the essence, so sign in with your platforms of greatest engagement often. If your concern platform is Instagram and that ’ s where you ’ re seeing the a lot of engagement, you wear ’ t requirement to always be glued to Instagram all day however think about designating a couple of 15-minute portions of time throughout the day as Instagram check-in time and’even obstructing your calendar.

Time is of the essence, so sign in with your platforms of greatest engagement often.

I do believe it ’ s essential’to engage and attempt in a prompt way, whether it ’ s through DMs, a discuss a piece of UGC, or a discuss a post, since your fans are most likely to still be active on the platform and see your engagement.

I ’ ve likewise seen circumstances where fan discussions or concerns can grow out of control in an unintentional instructions,’or false information can be spread out, if the brand name doesn ’ t engage rapidly enough with the neighborhood, so attempt to remain and keep an eye on top of discussions as they occur instead of being days behind and attempting to do harm control later on.

How do you’keep up to date on social networks patterns?

I discover that much of the social networks scheduling and influencer platforms I use have wonderful blog sites and e-mail newsletters( consisting of Buffer!) Make sure you ’ re signed up to get their interactions– they frequently have all the newest news &updates on the significant social media platforms and patterns in the area.

I have a couple of newsletters I ’ m registered for too– The Hustle, Lean Luxe, and Morning Brew ’ s brand-new marketing-centric newsletter, for a fast take on patterns in retail, marketing and DTC organisations.

Finally, I ’d suggest looking for a couple of networking groups particular to your position or market. I actually like &the Cultivate &develop and Women in Influencer Marketing Facebook groups– they ’ re a fantastic method to share resources, ask concerns, talk about ideas/approaches and fulfill others in the market. Considering that conferences and trade convention are off the table at the minute, these sort of groups can be a’excellent stand-in for in-person networking chances and can result in working together, sharing and conceptualizing.

How do you take your Ultra Coffee?

My preferred daily method to take—my Ultra Coffee remains in an iced latte– it ’ s as basic as 8 oz milk( I choose Oatly Barista Style), ice, and a tablespoon of Ultra Coffee.

When I wish to change things up, I opt for among our brand-new #summerofjot dishes: one tablespoon of Ultra Coffee, 6 oz water, one tablespoon fresh squeezed lemon juice, 1.5 tablespoon maple, and ice– for a distinct and rejuvenating Cold Brew Lemonade.

View this post on Instagram

Iced coffee season has actually formally returned. To commemorate, we ’ re hosting our very first Ultra Coffee dish contest. It ’ s as basic as whipping up your preferred iced or cold Ultra Coffee drink, snapping a picture or video, and sharing it utilizing #summerofjot. ⁣ ⁣ We ’ ll be picking 3 winners by 7/3 to get a three-month Ultra Coffee membership( 3x bottles, every 4 weeks). ⁣ ⁣ In addition, as part of our continuous efforts to support the Black Lives Matter motion, for each entry got we ’ ll be making a$ 10 contribution to @thelovelandfoundation, a company that brings chance and recovery to neighborhoods of color, and specifically to Black females and ladies. ⁣ ⁣ We ’ ll be sharing a few of our preferred iced and cold summer-ready dishes over the coming weeks, so watch out if you require some motivation. ⁣ ⁣ For more information, have a look at our #summerofjot ⁣ stories highlight.

A post shared by Jot (@jot) on Jun 15, 2020 at 12:34 pm PDT


We hope this interview with Jackie assists you get going with or double down on your social networks efforts. You can follow her journey on Instagram here !

Have any concerns for Jackie? Do not hesitate to drop your concern in a remark and Jackie, or somebody from the Buffer group, will get to them as quickly as possible.