Launched in April 2020, Jot Espresso, a newly launched DTC (direct-to-consumer) espresso model, has shortly picked up steam as the brand new at-home espresso model that delivers an exceptionally scrumptious expertise, each in-person and digitally. However how did they handle to generate a lot curiosity and pleasure for his or her launch?

Learn on for a behind-the-scenes take a look at how Jot constructed pleasure for its launch on Instagram and easy methods to create a neighborhood from day one. You will hear instantly from Jackie Modena, Director of Neighborhood at Jot, and you may be taught:

  • The place to seek out inspiration for creating on-brand social media content material
  • The way to plan for a profitable new model or product launch on Instagram
  • The way to generate pre-launch curiosity, UGC (user-generated content material), and followers
  • The way to interact along with your model’s neighborhood in a well timed method
  • The way to keep updated on social media traits and updates

This submit is a part of the #BufferBrandSpotlight, a Buffer Social Media collection that shines a highlight on the folks which might be serving to construct exceptional manufacturers via social media, neighborhood constructing, content material creation, and model storytelling.

This collection was born on Instagram Tales, which suggests you even have the flexibility to observe the unique interview in our Highlights discovered on our @buffer Instagram profile.


Who’re you?

Hello, I’m Jackie Modena! I’m with Jot, a newly launched DTC firm that makes a first-of-its-kind 20x concentrated Extremely Espresso from honest commerce, natural beans. All it takes is one tablespoon of our Extremely Espresso to create scrumptious, café-quality drinks at dwelling, like iced lattes, americanos, and cappuccinos. We now have a small however mighty (and extremely caffeinated) workforce based mostly out of Boulder, CO.

I’m Jot’s Director of Neighborhood, the place I oversee the strategic path of our social media, develop content material, interact with and develop our neighborhood, handle influencer partnerships, and work intently with PR, efficiency advertising and marketing and customer support.

I’ve beforehand held in-house advertising and marketing and social media roles at different nationwide CPG firms like Ripple Meals and ICONIC Protein, and previous to that, labored for a boutique PR company that specialised in servicing pure & natural CPG meals, beverage and life-style manufacturers.

The place do you discover inspiration for Jot’s social media content material?

After we first began out with our social channels, we developed a set of inventive tips to assist inform the sorts of content material, visible path and aesthetic that we needed to create.

We had been additionally lucky to launch with some wonderful GIF, video and nonetheless content material from an early inventive shoot organized by our branding company, Purple Antler. These property actually helped to set the inspiration for the tone and visible path of our social media. From there, it was simple to seek out content material companions and curated content material that match our aesthetic. For inspiration, I observe related Instagram hashtags that both tie on to our model or to an aesthetic (ex. #coffeephotography, #coffeevibes, #morninglight, #lightsandshadows, and so forth.), look to different model accounts (each rivals and different classes), and observe my favourite creator accounts for inspiration.

How does managing Jot’s social media account seem like on a day-to-day foundation?

I attempt to consolidate issues as a lot as doable, in order that I’m not bouncing round from platform to platform all day. That’s what makes Buffer such an awesome device—I’m in a position to handle our Fb, Instagram, Twitter and LinkedIn multi function place.

Whereas we usually have ‘themes’ or overarching content material initiatives that we plan six months to a 12 months upfront, I solely look to schedule content material a number of weeks out—and even then, I take into account it a tough plan. Issues can change so shortly, and it’s essential to have the ability to pivot shortly and adapt to the panorama.

Whereas we usually have ‘themes’ or overarching content material initiatives that we plan six months to a 12 months upfront, I solely look to schedule content material a number of weeks out

From there, because it pertains to Instagram, my day-to-day appears like the next:

  1. I’m checking in on UGC through our tagged posts and hashtags, and interesting with members of neighborhood who share their Extremely Espresso photographs and recipes. We attempt to encourage prospects to make use of #jotcoffee and #justonetablespoon, and we’re at the moment operating a #summerofjot marketing campaign.
  2. I’m checking in on tales and DMs all through the day, to have interaction with our prospects, re-share tales to our personal story, and subject any buyer service-related questions that may are available in.
  3. I prefer to keep watch over the engagement on Fb and Instagram adverts, each to reasonable any feedback that violate our neighborhood tips and to reply questions from shoppers who is likely to be inquisitive about our product.

How do you intend for a profitable new model or product launch?

As a marketer, model and product launches are a few of my favourite initiatives to plan, strategize and execute.

With Jot, when it got here to Instagram particularly, we had been cautious to start out curating our feed with on-brand, aesthetic content material (and I feel this could be a nice time to make the most of extra bold grid-style posts that span 3-, 6- or 9-feed posts in dimension) main as much as our launch, with out displaying the precise product.

Jot’s pre-launch grid-style submit that spanned 6-feed posts.

Whereas we deliberate to have a presence on all the key social media platforms, we knew that Instagram was going to be a fundamental precedence for us and the place we’d be dedicating a majority of our sources when it got here to content material, influencer and neighborhood.

To assist generate pre-launch curiosity, followers and UGC, we launched a buddies & household program within the weeks earlier than our official launch, and inspired contributors to share their Extremely Espresso expertise with us. This allowed us to start out gathering early buyer suggestions and troubleshooting doable customer support and neighborhood questions.

To assist generate pre-launch curiosity, followers and UGC, we launched a buddies & household program within the weeks earlier than our official launch, and inspired contributors to share their Extremely Espresso expertise with us.

We additionally obtained numerous nice unboxing and different UGC content material for social, which we began gathering and saving to make sure we’d have sufficient content material on our launch day to essentially make a splash. Once more, a device like Buffer might be actually useful on this regard, as a result of you can begin to construct up your content material database and schedule out your launch day posts and tales (realizing how hectic launch days normally are, this could be a enormous time-saver!).

When it comes to different product launches I’ve labored on prior to now for extra established firms with an present neighborhood, I feel it’s enjoyable to construct anticipation with teaser posts main as much as the official launch. It will get the neighborhood engaged and concerned and nearly makes the launch right into a sport (you would even tie in a giveaway if somebody guesses the proper new taste/product).

What advertising and marketing/social media recommendation do you might have for manufacturers which might be pre-launch?

I’d set up your self on all the principle social channels (and attempt to maintain a constant deal with throughout all platforms) however work out which channels are going to be your fundamental focus.

For us as a DTC shopper product, it made sense that Instagram, and to an extent Fb, could be an essential a part of our advertising and marketing technique, so it was actually important that we nailed it on these platforms. We now have extra flexibility in the case of posting cadence and technique for our different platforms like LinkedIn, Pinterest, Twitter and TikTok, which permits us to be a bit extra experimental in our content material.

Once you’re a small startup, you’re solely going to have so many sources—time, funds, manpower—to commit to your social channels, so make investments correctly in your main channels whereas sustaining related content material in your secondary channels.

What’s your primary tip for partaking along with your model’s neighborhood?

Time is of the essence, so examine in along with your platforms of highest engagement regularly. In case your precedence platform is Instagram and that’s the place you’re seeing probably the most engagement, you don’t have to essentially be glued to Instagram all day however take into account designating a number of 15-minute chunks of time all through the day as Instagram check-in time and even blocking your calendar as such.

Time is of the essence, so examine in along with your platforms of highest engagement regularly.

I do suppose it’s essential to try to interact in a well timed method, whether or not it’s via DMs, a touch upon a bit of UGC, or a touch upon a submit, as a result of your followers usually tend to nonetheless be energetic on the platform and see your engagement.

I’ve additionally seen cases the place follower conversations or questions can snowball in an unintended path, or misinformation might be unfold, if the model doesn’t interact shortly sufficient with the neighborhood, so attempt to monitor and keep on prime of conversations as they occur slightly than being days behind and making an attempt to do injury management later.

How do you keep updated on social media traits?

I discover that most of the social media scheduling and influencer platforms I make the most of have incredible blogs and e-mail newsletters (together with Buffer!) so ensure you’re signed as much as obtain their communications—they usually have all the newest information & updates on the key social media platforms and traits within the house.

I’ve a number of newsletters I’m subscribed to as effectively—The Hustle, Lean Luxe, and Morning Brew’s new marketing-centric e-newsletter, for a fast tackle traits in retail, advertising and marketing and DTC companies.

Lastly, I’d advocate searching for out a number of networking teams particular to your place or business. I actually just like the Create & Domesticate and Girls in Influencer Advertising and marketing Fb teams—they’re a good way to share sources, ask questions, talk about concepts/approaches and meet others within the business. Since conferences and commerce reveals are off the desk for the time being, these sorts of teams could be a nice stand-in for in-person networking alternatives and might result in collaborating, brainstorming and sharing.

How do you are taking your Extremely Espresso?

My favourite on a regular basis option to take my Extremely Espresso is in an iced latte—it’s so simple as 8 oz milk (I choose Oatly Barista Type), ice, and a tablespoon of Extremely Espresso.

Once I need to change issues up, I am going for considered one of our new #summerofjot recipes: one tablespoon of Extremely Espresso, 6 oz water, one tablespoon recent squeezed lemon juice, 1.5 tbsp maple, and ice – for a refreshing and distinctive Chilly Brew Lemonade.

View this post on Instagram

Iced coffee season has officially returned. To celebrate, we’re hosting our first Ultra Coffee recipe contest. It’s as simple as whipping up your favorite iced or cold Ultra Coffee beverage, snapping a photo or video, and sharing it using #summerofjot. ⁣ ⁣ We’ll be selecting three winners by 7/3 to receive a three-month Ultra Coffee subscription (3x bottles, every 4 weeks). ⁣ ⁣ In addition, as part of our ongoing efforts to support the Black Lives Matter movement, for every entry received we’ll be making a $10 donation to @thelovelandfoundation, an organization that brings opportunity and healing to communities of color, and especially to Black women and girls.⁣ ⁣ We’ll be sharing some of our favorite iced and cold summer-ready recipes over the coming weeks, so keep an eye out if you need some inspiration. ⁣ ⁣ For more details, check out our #summerofjot stories highlight.

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We hope this interview with Jackie helps you get began with or double down in your social media efforts. You may observe her journey on Instagram here!

Have any questions for Jackie? Be at liberty to answer along with your inquiries to the Twitter submit under and Jackie, or somebody from the Buffer workforce, will get to them as quickly as doable.