From my experience in digital marketing and startup growth, I’ve seen firsthand how the approach to social media has evolved. Instead of treating social platforms as a place to share updates post-launch, the most innovative startups use them as a testing ground and community builder during product development. By sharing sneak peeks, gathering feedback, and telling stories about problem-solving, these startups create anticipation and loyalty before their product even hits the market. This early engagement allows them to better understand user needs and pivot based on real audience input. Another benefit of building demand early on social media is that it can reduce risk and marketing costs later. When your audience is already invested and eager, your launch campaigns will naturally gain momentum, requiring less paid advertising. For entrepreneurs considering this approach, consistency in content and genuine interaction with followers are key. It’s important to offer value — whether through behind-the-scenes insights, educational content, or addressing pain points. This transparency builds trust. Personally, I recommend subscribing to newsletters and following thought leaders who specialize in growth strategies. They often share examples of startups effectively leveraging social media early, which can inspire new ideas for your own journey.