As spheres of online influence evolve and shift, and social networks become more niche, it’s important to keep a pulse on all channels where influential individuals and general consumers are talking about your or your client’s product. Enter Product Hunt – a community-based website built as “a place for product-loving enthusiasts to share and geek out about the latest mobile apps, websites, hardware projects, and tech creations.” Users go to the site to browse recently discovered products, post discoveries of their own or join conversations about specific products. As conversations about brands and products continue to proliferate from mainstream social channels, Product Hunt and similar sites are increasingly important spaces to watch.
1. The Community
One of the great things about Product Hunt is the community built around these products. The platform marries the power of word-of-mouth marketing and peer referrals with the democracy of a forum style. Brands and corporations are marketing their products through a variety of channels and tactics, but Product Hunt removes the guesswork of investigating every product imaginable and surfaces the ones that are most relevant and intriguing to its community members. Furthermore, the Product Hunt team actively discourages asking or incentivizing others to upvote products on the site, which bolsters the credibility of the community promoting these products.
2. Product Launch Exclusives
Instead of launching a new mobile app by simply adding it to the iOS App Store or Google Play, marketers can release products exclusively on Product Hunt to offer first access to early adopters and get the conversation started. The people on the platform are fellow product-hunting consumers, makers, developers and members of the startup community, among others. Together, they constitute an influential community that could help get a new product off the ground. “Hunters” share their findings on social media, whether it’s a product they found themselves or a recent find from a fellow hunter.
3. Journalist Access
Product Hunt provides journalists unprecedented access to makers on the platform through a private messaging function. We know the rise and evolution of social media and shifting spheres of online and offline influence have changed the way journalism intersects with brands, and Product Hunt is ahead of the curve by providing a direct channel of communication. They know the product makers put their lives into their work and deserve recognition, so they make it easy to tell their story through news sites and other media sources. This could provide opportunities for earned media once somebody else adds your or your client’s product to Product Hunt.
4. Email Digests
Product Hunt knows and understands their site, while very active, is not the only place their users spend time online. Recently added products are sent in daily or weekly digests to their subscribers, meaning new products added to the site are constantly surfaced to their dedicated constituents on a regular basis – they don’t miss a beat.
5. Product Hunt Radio
The site’s blog is home to a weekly series called Product Hunt Radio. Often co-hosted by members of the founding team Ryan Hoover and Erik Torenberg, the podcast-like episodes include thought leaders in the tech and media industries and cover tech and Internet culture and new and emerging products. Their radio show, hosted on the audio streaming service SoundCloud, could be a great opportunity to have a client thought leader join the conversation and create compelling, amplifiable third-party content.
Image credit: Chris Devers