How to Announce a New Feature in Your App

How to Announce a New Feature in Your App

Why Feature Announcements Matter

Feature announcements are key to making users feel part of your app’s evolution. They’re a way of saying, “We’re always working to make things better for you!” Feature announcements are essential for keeping users engaged and showcasing your product’s growth. Interestingly, 64% of features in software products go unused—often because users aren’t aware of them or don’t see their value. A well-crafted feature announcement can help ensure that your hard work on new features doesn't go unnoticed. Done right, it encourages users to explore, adopt, and benefit from new functionalities, enhancing user satisfaction and retention.

Key Benefits of Announcing New Features

1. Boosts Feature Adoption

   Awareness leads to exploration—if users don’t know it exists, they won’t use it.

2. Shows Product Growth

   Updates and new features signal to users that the app is constantly improving, which can reduce churn.

3. Enhances User Retention

   Users who engage with newly released features are more likely to stick around.

Types of Feature Announcements

1. In-App Announcements

Use pop-ups, tooltips, or banners within the app to announce features where users will naturally discover them. In-app notifications work well for features that are easy to understand or complement users’ existing workflows.

2. Email Campaigns

A dedicated email about the new feature can reach users directly. This is especially effective for more complex features that might benefit from additional context or instructions.

3. Product Update Pages

Regularly updated product pages or changelogs allow users to check out all recent updates in one place, ideal for SaaS apps with frequent updates.

4. Social Media and Blog Announcements

Share the feature announcement on social channels and your blog to reach both current users and potential new ones. A well-timed social post can drive awareness and excitement.

How to Announce a New Feature in Your App: Step-by-Step Guide

1. Sign Up for Hopscotch -- it's free!

Sign Up for Hopscotch (it's free) and click "Create New Tour” and select "Feature Announcement".

2. Choose Your Target Page, User Segment & Messaging

This image shows a feature announcement setup in Hopscotch, designed to introduce new updates to app users. The announcement consists of multiple slides, each with a clean, modern modal layout. The first slide, titled “Discover Our Features!”, provides an inviting introduction with a brief message that reads: "We’ve added some new features that we think you’ll love. Let’s take a look." The CTA button labeled "Show Me" encourages users to start exploring.

The second slide titled “New Project Management Tool” highlights a specific feature with a short description: "Manage your projects effectively with our new tool." A “Next” button at the bottom allows users to proceed through the announcement flow.

Below the announcements, there are targeting options. These include:

• Display location: Defines where in the app the announcement appears.

• Frequency: Lets you choose how often a user will see the announcement (e.g., “Only once”).

• Audience: Enables you to specify which user segments will see the announcement, such as “Everyone” or specific groups.

This setup provides a simple yet effective way to guide users through new features and encourage engagement.

3. Customize the Content

Use text formatting options to make the message visually engaging. Include your brand colors, a logo, and any relevant icons to make the message visually cohesive.

4. Include Interactive Elements

Add buttons that link to additional resources like tutorials, product tours, or FAQs. You can also include a skip option for users who want to navigate directly to the app.

5. Use Hopscotch’s Preview Feature

Preview the message to ensure it appears correctly on both desktop and mobile devices. This step allows you to catch any layout issues before going live.

6. Install the Hopscotch script

To preview your tour you must first install the Hopscotch script. It's easy -- just paste the code snippet into your app just before the closing </body> tag.

7. Activate Your Feature Announcement!

Once you’re satisfied with the preview, click activate to set your feature announcement live on your app!

Watch this video of a Hopscotch Tour in action.

Examples of Effective Feature Announcements

Slack’s Pop-Up Tooltip

Slack introduces features like “Huddles” using in-app tooltips that pop up to show users exactly where the new function is located. These messages are brief and contain a CTA to start a Huddle, making it easy to test right away.

Asana’s Guided Walkthrough

When Asana releases new features, it often uses an interactive walkthrough that introduces the tool and demonstrates its benefits in real-time. This method gives users hands-on experience and reduces the learning curve.

Google Ads Announces New Design

When the Google Ads dashboard comes out with a new feature like a new design, it uses a product tour to walk users through the changes.

Notion’s Email Campaigns

Notion regularly sends email updates that outline new features in detail, often accompanied by a blog post with tips. These emails explain the benefit of the feature, provide examples, and include visuals to showcase how it works.

HubSpot’s In-App Banner

HubSpot uses banners at the top of the screen to announce features that can benefit a wide user base. The banner includes a “Learn More” button that directs users to a detailed page, making it suitable for in-depth feature updates.

Best Practices for an Engaging Feature Announcement

1. Focus on User Value

   • Describe how the feature solves a problem or enhances the user experience. Rather than just saying, “We launched a new tool,” try, “Now you can organize your projects with just one click!”

2. Timing Matters

   • Make sure the announcement reaches users when they’re likely to engage. For instance, Slack times announcements for weekdays to maximize reach during working hours.

3. Personalize Where Possible

   • Target specific user groups if the feature benefits a niche audience. For example, if a feature is relevant to power users, focus your announcement on those who already engage deeply with the app.

4. Encourage Exploration

   • Allow users to “Try it Now” or “See it in Action” with interactive CTAs. Canva, for example, encourages users to test new design features immediately, enhancing engagement.

5. Follow Up with Reminders

   • After the initial announcement, consider sending a reminder for users who haven’t engaged with the feature yet. HubSpot does this by placing a subtle banner reminder at the top of relevant dashboards.

Tools for Creating In-App Feature Announcements

Common Mistakes to Avoid

1. Overloading Users

   • Don’t bombard users with too many details; keep it focused on core benefits. Simple, targeted messages help users understand the value without feeling overwhelmed.

2. Lack of Visuals

   • A text-only announcement can be easily ignored. Adding visuals or short video clips can make the announcement more engaging and memorable.

3. No Clear CTA

   • Make sure every announcement has an actionable CTA. Without it, users may miss out on trying the new feature altogether.

FAQs

Q: What’s the best way to measure the success of a feature announcement? A: Track user engagement metrics, such as click-through rates on the announcement, usage rates of the new feature, and feedback from users.

Q: How do I decide which announcement method to use? A: Consider the feature complexity and importance. Simple updates may work well as in-app messages, while complex features might benefit from an email campaign or walkthrough.

Q: How can I keep users updated without overwhelming them? A: Schedule announcements at a manageable frequency and group minor updates together to reduce notification fatigue.

Final Thoughts

Announcing new features effectively can drive engagement, increase retention, and keep users excited about your product’s growth. By using a tool like Hopscotch, you can design compelling, user-friendly announcements tailored to your audience. Start using these tips to craft announcements that not only inform but inspire users to explore the latest and greatest your app has to offer!

📚 Read More

Looking to enhance your onboarding and engagement strategies? Check out these helpful resources:

• How to Set Up A Welcome Message in Your App: A Step-By-Step Guide: Creating a memorable first impression with new users is crucial. This guide walks you through setting up an engaging in-app welcome message

• Best User Onboarding Tools for SaaS Companies Explore the top tools to create engaging, no-code onboarding experiences for new users.

• Ultimate Guide to Product-Led Growth (with Examples) Learn how product-led growth strategies can improve user engagement and drive sustainable growth for your app.

• 12 Key Metrics for Tracking Product Adoption Discover the essential metrics to measure and optimize product adoption, helping you track the impact of new features and onboarding flows.

• Best Ways to Increase SaaS Retention Retention is key to SaaS success—find out strategies and tools to keep users engaged long-term.