Feature Announcement Examples To Copy in 2025

The goal of this post is not to cover how to write a feature announcement or any other basic practice. 

Instead, we cover the most unique and effective feature announcement strategies used by leading SaaS providers in 2024, so you learn how to make feature announcements that: 

• Stand out.
• Create high engagement from your user base.
• Generate interest in your product/solution.

If you’re reading this, you already know the basics. 

TLDR:  

• The best feature announcement examples are multi-channel. 
• The best feature announcement examples leverage existing strengths.
• The best feature announcement examples focus on reach and action.

Let’s dive into the best examples from 2024 ⤵️

The 10 best feature announcement strategies this year (2024)

Posthog: Adapt to your customers’ preferences

How they announce features: 

Posthog’s team always leads new feature announcements with simple blog posts that explain: 

• How the feature works
• What you can do with it
• Why you should care (with references from real PostHog customers) 

Why it’s great: 

• It appeals to the user base: Not everyone likes to consume blog posts and read through a feature announcement. Developers, Posthog's primary user base, does. They adjust to what customers want, not the opposite.
• It’s simple yet effective: Posthog’s team sticks to what works and keeps it simple. This not only delights users but also makes the team more efficient. 
• It’s trustworthy: Posthog’s content is done in an unbiased and transparent way. When a competitor has a more robust feature, they’ll tell you. This builds trust and increases actions from users when a new feature is out.

Open AI: Let your product do the talking

How they announce features: 

Open AI follows a very simple approach: When your product is that good, let people do the talking for you. 

After releasing its latest model, ChatGPT 4o, the company made a simple in-app banner that users could try. The result is thousands of people sharing the output and commenting publicly about how strong the AI chatbot is.

Why it’s great: 

• It creates virality: Letting your user base announce new capabilities for you often generates virality, which in turn leads to acquiring new users/customers at a faster rate.
• It uses social proof: Seeing others rave about a feature increases the likeliness of your customers trying it out for themselves. 

Clay: Leverage your community

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How they announce features: 

Everyone’s been talking about Clay’s growth lately. It’s due in large part to its unique community. Since Clay’s platform is robust but requires some experience to completely master, the company uses paid and non-paid influencers to share new features and ways to use them. 

Users can also visit Clay’s community board, where they can get help from experts and agencies. 

To make things even easier for Clay users, the company created “Claybooks”. Claybooks are landing pages that explain how to set up a specific workflow in Clay. Each Claybook step has an Arcade interactive demo that walks people through the workflow.

Why it’s great: 

• It amplifies Clay’s reach: Clay’s new feature updates get more visibility through community shares than if they were to make regular updates through their site and social media accounts.
• It’s actionable: Most influencer posts include “how-to” guides. These help Clay’s customers start with a feature rather than simply knowing it exists.

Nudge Security: Changelogs that aren’t boring

How they announce features: 

Each time Nudge Security announces a new feature, they build an interactive demo embedded in the changelog. 

Customers appreciate that Arcades effectively replicate the product experience by guiding them through the entire story of a feature.

Why it’s great: 

• It’s easy to understand: Interacting with a new capability makes it much easier for Nudge’s customers to understand what it does and how.
• It’s engaging: Feature announcements leveraging interactive demos lead to higher feature utilization.
• Higher conversion rates: Most interactive demos end with a call to action that prompts customers and prospects to try the new feature.

Rudderstack: Make feature announcements interactive

How they announce features: 

The RudderStack team incorporated Arcades for product launches–such as the data quality launch–driving high-intent leads and a pipeline for the sales team.

At the end of every launch Arcade, the team added call-to-action buttons and watermarks to 'Get a demo' to drive action. Including CTAs throughout the demo gave the viewer multiple moments to click and book a meeting.

Combining that with announcements on blogs and social posts maximizes reach and adoption.

Here’s an overview ⤵️

Why it’s great: 

• It’s actionable: Interactive demos, especially ones with contextual CTAs, drive more actions from viewers.
• Wider reach: Combining interactive demo launches with blogs and social posts increases an announcement’s reach. 

Canva: In-product announcements

How they announce features: 

Canva’s user experience focuses on three core pillars: 

• Visually stunning
• Actionability 
• Clarity

Instead of overwhelming users with constant announcements, Canva introduces new capabilities as you take specific app actions.

For example, when you click to create an image, this popup appears 👇 to reveal Canva’s AI image generator.

Want to discover more Canva updates? The app has an “always-on” banner on the main dashboard, where users can scroll through new features. 

Why it’s great: 

• It’s contextual: The likelihood of trying out a new feature is much higher when it is introduced as you take complementary actions. 
• It’s clear: Canva manages expectations at every step of the experience. Every feature announcement includes text that explains what it does in very simple terms. 

Figma: Let users play along

How they announce features: 

Figma’s interactive feature announcements invite users to “play around” with new capabilities in their workspace. 

They combine the in-app interactive strategy with professional-grade announcement videos that the Figma team shares with the company’s massive following.

Why it’s great: 

• It’s versatile: Combining interactive in-app announcements with social media videos is a great way to generate buzz while ensuring high user engagement with a release.
• It’s engaging: The “Follow along” technique is much more effective and engaging than feature announcements that simply tell users what the feature can do. 

Gamma: Video announcements

How they announce features: 

Gamma’s approach is a little different. While they leverage traditional channels like blog posts, social media, and emails, what makes them unique is that they create high-quality videos for big platform updates. 

Their videos gather tons of eyeballs on social media and YouTube. The above video 👆has close to 700,000 views on YouTube alone.

Why it’s great: 

• It’s different: Pro-level videos make feature announcements stand out from the sea of sameness that is regular blog and social posts.
• It leverages trends: Gamma is taking advantage of the AI trend to create curiosity for its platform. Professional videos help boost the “hot new app” factor.

RB2B: Leverage the team’s network

How they announce features: 

RB2B executive team generates millions, if not tens of millions of views on LinkedIn annually. Adam Robinson, the CEO has 104,000 followers, and Santosh Sharan, the COO, has 37,000 followers. 

The RB2B team leverages that to their advantage when announcing new features. The genius of their strategy is that they adjust announcements to fit the content style of their founders. They don’t announce features directly but mention them as part of regular posts. 

Why it’s great: 

• It’s authentic: Rather than trying to copy everyone else and follow “best practices,” RB2B adapts new feature updates to its company identity.
• It leverages the team’s strength: RB2B’s announcement strategy plays to what already works and exists.

KeyPlay: Gather community interest before announcing

How they announce features: 

Keyplay’s strategy is also unique. Before announcing the Keyplay platform, Adam Shoenfeld built an audience with PeerSignal, a database of SaaS companies. 

Adam would post data about software companies through PeerSignal’s newsletter and his personal social media accounts. 

Not only could Adam build an audience of prospective Keyplay customers before launching (you need to subscribe to the newsletter to access the account database), it also allowed the team to test what prospects care about. 

This strategy is now used for most Keyplay feature announcements, and it’s one of the reasons why Keyplay is grabbing market share in a notoriously difficult space.

Why it’s great: 

• It pre-validates feature interest: Keyplay’s team can use PeerSignal to validate whether their customers would benefit from a new feature (or not).
• It builds an interested audience: Providing value through a free offering builds an audience that will be receptive to your new features once announced.

Next Steps: Announce new features with Arcade

Rudderstack grew its pipeline by 200% by using interactive demos in product launches. 

The examples shared above clarified one thing: The best feature announcements are both unique and leverage multiple ways to showcase new capabilities. 

To learn more about Arcade, play with the platform below 👇 or try it now (free).