How to Tease a New Show on Social Media

Bybenoit

Launching a new show isn’t just about on-air promotion — it’s also a social media moment.
The art of teasing is about setting the promise before the first broadcast.

Too often, media brands settle for a simple visual — “New show, Monday at 6 p.m.” That might work for big events like sports or a famous show returning for season two.
But when it’s a new concept, the right formats and tone can turn a launch into a collective moment with your audience.


The Pillars of a Great Teaser: Create Anticipation,
Not Just Awareness

A good teaser isn’t a pile of posts — it’s an emotional progression.
You start with mystery, build tension, reveal, then extend the story.

Three key levers make it work:

  • Consistency — stay present without overwhelming.
  • Authenticity — embody the message, show behind-the-scenes.
  • Clarity — deliver a promise that’s easy to grasp.

📅 The Perfect Teasing Timeline

D-3: Pre-Tease the Announcement Itself

L’annonce d’un événement est déjà un événement. C’est le moment d’amorcer le mystère et de réveiller l’attention des abonnés.

  • 🎥 A face-cam video from the host or a cryptic post — friendly tone, eye contact, a short hint: “Something’s coming this Friday…”
  • 🕵️‍♀️ Share the post in Stories with a question sticker: “Any guesses what we’re announcing?” Then, the host replies to a few messages on Stories: “We’re warming up…” or “Nope, not that one!”

Example: Adam Mosseri, CEO of Instagram, often does this kind of Q&A teaser — simple, playful, and direct.


D-2 / D-1: Hints and Build-Up

Goal : strengthen the bond and warm up the community.
Now you move from mystery to complicity — engage, tease, and spark positive anticipation.

  • Carousel / Slider of the funniest wrong guesses from your Stories (“No, still not that…”) — bonus points if your host reacts on video.
    • Use Instagram’s native Q&A and poll designs to keep things feeling real.
    • If you’ve got video content, post a short “You still don’t know what’s coming Friday” teaser.


Think cross-platform: use question stickers on Instagram, emojis or voice notes on WhatsApp or Channels — and adapt the tone for each format en story, reels, post…


Launch Day: Reveal — But Don’t Give It All Away

Goal: turn the announcement into a shared moment.

  • TikTok or Instagram Live (20–30 minutes) with a countdown leading up to the reveal.
  • Official visual or video in the feed (pinned on top) with the date, time, and key details — this is your anchor post.
  • Authentic face-cam video from the host explaining, with transparency, what’s about to happen.

💬 This dual communication — the official post for clarity and the host’s live or personal video for connection — gives the announcement both strength and sincerity.


Between the Announcement and the Event:
Keep the Conversation Alive

Goal: maintain attention and involve the audience.
Once the announcement is made, the biggest risk is the dip.
You have to keep the flame burning until launch day.

The official post stays pinned on your profile.

Meanwhile, keep the energy going with:

  • 💬 Live Q&As on TikTok or Instagram (both on the host’s and the radio’s accounts).
  • 🗂️ Feed Q&A posts for those who missed the live — a sort of evergreen FAQ.
  • 🗳️ Interactive posts: “Help us get ready for the premiere” — ask followers to vote on design elements, segment names, or even guests. The goal is for them to feel involved — and curious to see the result.
  • 🎬 Behind-the-scenes videos or mockumentary-style clips about creating the show — half real, half staged — to make the process fun and relatable.

This phase is crucial: it turns your audience from spectators into co-creators of the launch.

Throughout the campaign, you can boost selected posts to reach new people beyond your current followers.

Event Day: Turn Expectation Into Experience

Goal: make the live broadcast an experience to share — and one you simply can’t miss.

  • Morning Stories with the host speaking face-cam, sharing the official poster.
  • Live TikTok/Instagram stream 20 minutes before the show — and throughout the first broadcast. Keep it raw: a fixed phone setup with good radio sound for an authentic feel.
  • During breaks or music segments, the host grabs the phone to answer live questions.

The event becomes a social rendez-vous — a show people share before, during, and after.


After the Broadcast: Keep the Emotion Alive

Goal: don’t let the energy fade.

  • Post short clips — best moments, surprises, reactions.
  • A debrief video: the host sits down in the studio or backstage to answer audience questions.

If it’s pre-recorded or available as a podcast/YouTube video, share an excerpt the moment it’s live — and drive traffic with your cross-platform strategy.

The teaser loop closes full circle: thank, highlight, and invite people back for the next one.

✅ Do’s — Best Practices

  • Keep your tone transparent, authentic, and humble — reach people emotionally.
  • Make every piece fresh and surprising.
  • Boost several posts, not just one.
  • Involve your audience so they feel rewarded when tuning in.

❌ Don’ts — Common Mistakes

  • Don’t post the same visual 20 times — surprise, don’t repeat.
  • No platform rewards volume; only quality posts perform. Posting at H-2, H-1, etc., won’t help if content is weak or redundant.
  • Don’t confuse frequency with repetition — the key is to stay present without saturating.


 In Summary: The Anatomy of a Great Teaser

A strong teaser means:

  • Staying top of mind without overwhelming the feed.
  • Being authentic and transparent — no fake suspense.
  • Building momentum until launch day.
  • Posting creatively but strategically — often, but never randomly.


If the show is recorded or published as a podcast or YouTube video, share a short excerpt as soon as it goes live — following our guide to drive maximum traffic to the other platform.

That’s how the teasing loop comes full circle: you thank, you highlight, and you already set the next rendez-vous for tomorrow.

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