How to Announce a New Feature: Channels, Copy & Video (2026)
By the Maybe Labs teamAnnouncing a new feature is a small go-to-market motion: you have something users asked for, and you need them to discover it, understand it, and use it — before the next sprint buries the news. The best feature announcements combine clear copy, the right channels, and a short video that shows the feature in action. Here's the playbook product teams use in 2026.
Before you announce: the messaging frame
- Lead with the outcome, not the implementation ('Export reports in one click' not 'We added CSV export v2').
- Name who it's for ('For teams on Pro plans…').
- One screenshot or 5-second UI clip beats three paragraphs.
- Include a deep link — 'Try it in Settings → Reports.'
Where to announce a new feature
| Channel | When to use | Format |
|---|---|---|
| In-app changelog / modal | Always — highest intent | Video + 2 lines + CTA |
| Email to active users | Hero features | GIF or video embed |
| Blog / release notes | SEO + support reference | Video + structured post |
| LinkedIn / X | Reach + social proof | 15–30 sec vertical clip |
| Slack community | Power users | Loom-style or designed cut |
| Sales enablement | Revenue features | One-pager + video link |
Add a feature announcement video
Video is the highest-converting format for feature discovery — users see the UI move and understand in seconds. Structure: problem → reveal → benefit → CTA in under 45 seconds. Full guide: feature announcement video guide. Paste release notes into Maybe Labs and get a designed cut in minutes.
Feature announcement checklist
- ☐ Outcome-first headline written
- ☐ 15–45 sec announcement video rendered
- ☐ In-app changelog or modal scheduled
- ☐ Email draft with embed + deep link
- ☐ Social cuts exported (9:16 + 1:1)
- ☐ Docs / help article updated
- ☐ Sales team notified with talk track
Template your release notes with release notes template & examples and turn them into motion with release notes to motion.
Feature announcement FAQ
How do you announce a new feature to users?
Publish in-app first (changelog or modal), email active users, post a short video on social, update docs, and notify sales for revenue-impacting features.
Should you announce every feature?
Announce features that change workflows or drive upgrades. Batch minor fixes into weekly or monthly roundup posts.
What makes a feature announcement effective?
Outcome-first copy, a visual (video or GIF) showing the UI, a deep link to try it, and timing that matches when users are active.
How long should a feature announcement video be?
15–45 seconds for in-app and social; up to 60 seconds in email or blog embeds with captions for mute playback.
Features deserve more than a bullet in a changelog. Describe what shipped, and Maybe Labs turns it into an announcement video your users will actually watch.
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Maybe Labs turns prompts into product launch and update videos: story, assets, and final cut, start to end.
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