TL;DR

Got a solid new feature ready to launch and hoping it goes viral? The truth is, even great features can get lost in the noise if they’re not announced the right way. A strong feature announcement doesn’t just inform users; it drives curiosity, adoption, and word of mouth.

In this post, we’ve rounded up 12 of the best feature announcement examples from fast-growing SaaS and tech companies.

Each one shows how the right mix of timing, storytelling, and channel strategy can turn a product update into a moment your users actually remember.

But first, let's understand:

What exactly is a new feature announcement?

A new feature announcement is how you communicate a product update to your users. It’s the bridge between what your team built and how customers actually experience its value.

The best feature announcements go beyond “what’s new.” They explain why it matters, who it’s for, and how users can start benefiting right away.

What are the different formats for new feature announcements?

There's no rule set in stone. Your new feature announcement can take different forms depending on your audience and goals, from in-app modals and emails to social posts and blog updates, to event reveals.

Feature announcement formats: quick comparison

In-app announcements

Use banners, modals, tooltips, or mini product tours to show new features directly inside the interface. These formats drive immediate discovery because users see the update exactly where they’ll use it.

Instead of one-off product tours, consider building a hub of interactive guides that lives inside your product. This gives users an easy way to revisit walkthroughs anytime, boosting long-term adoption and reducing support tickets.

Here's an example of demo hubs that you can create with Supademo:

Email announcements

Email is one of the most important channels as you get direct access to customers' inboxes. Ideal for re-engaging inactive users or delivering more detailed updates.

How do you write a product update email? Keep it short, use visuals, benefit-driven copy, and a clear CTA.

Blog or changelog

Use blogs or changelogs to explain why the feature was built, what problem it solves, and how it helps users. This deep dive format also strengthens SEO and builds trust by showing ongoing product investment.

Social media

Share short posts, videos, or before-and-after visuals on LinkedIn, X, or Product Hunt. Focus on the outcome the feature enables, not just the release itself. Authentic, behind-the-scenes storytelling works especially well for community engagement and establishing thought leadership.

Website

Add banners, widgets, or embed interactive demos on your homepage or dashboard for visibility beyond existing users. It’s a subtle yet effective way to draw attention to what’s new.

Webinars and offline events

Webinars are ideal for showing your new feature in action. Walk users through real use cases, take live questions, and make it engaging. Try formats like an AMA with your CEO, a product deep dive, or an early-access session open to all users.

For major launches, take cues from Salesforce, ClickUp, and Canva. They reveal new features during flagship events to build buzz, attract media coverage, and strengthen their brand story.

If you’re at a tradeshow, display an interactive walkthrough of the new feature at your booth. It’s a simple, high-impact way to attract attention and start conversations.

The best practice leading teams follow while doing a new feature announcement is strategically combining the 2-3 channels that work for you.

What makes a new feature announcement great?

A great feature announcement does more than share an update. It helps users see the value, understand how it fits their workflow, and motivates them to try it right away.

Here’s what sets standout announcements apart:

• User-first messaging: The focus is on outcomes, not features. Instead of saying “We’ve added advanced filters,” say “You can now find what you need in seconds with new filters.” Lead with the benefit, not the build.
• Clear context and story: Explain the “why” behind the update. Show how it solves a real problem or fits into your broader product vision. When users understand the reasoning, they’re more likely to care.
• Right timing and audience: Tailor your message based on who will benefit most and when they’ll see it. Align with product milestones, seasonality, or common user pain points so the message lands with relevance.
• Engaging visuals or demos: Show, don’t tell. Add screenshots, GIFs, or short interactive demos that visually explain how the feature works. Visual context helps users grasp the value instantly.
• Strong call to action: End with one clear CTA like try, update, explore, or learn more. The ultimate goal is to get users to act immediately.
• Consistency across channels: Whether it’s an email, in-app banner, or social post, keep the core message consistent. Users should instantly recognize the update wherever they see it.
• User feedback loop: Encourage responses or questions through polls, in-app comments, or feedback forms. This not only drives engagement but also helps validate product adoption and surface improvement ideas.

When done right, feature announcements feel less like updates and more like product milestones your users actually want to celebrate.

12 real-world new feature announcement examples

Now that you know what makes a strong feature announcement, let’s look at how leading SaaS and tech companies are doing it right. Here are 12 real-world examples to inspire your next feature launch.

1. Perplexity

How they announce new features:

Perplexity AI launched Comet, its AI-powered browser, in July 2025 with the promise of “browsing at the speed of thought.” The rollout began as an invite-only release for Max subscribers and later expanded to a full public launch in October 2025.

What made it great:

• Big-idea positioning: Instead of listing technical specs, Perplexity led with a strong narrative that framed Comet as a step toward an intelligent, context-aware browsing experience rather than just another browser.

• Phased rollout: The invite-only phase created buzz and exclusivity, while the later free release gave the launch a second wave of attention. This helped sustain momentum across months.

• Multi-channel visibility: Perplexity combined a detailed blog post with media coverage on The Verge and TechCrunch, along with social posts showing the browser in action.
• Clear call to action: Early users were invited to join a waitlist, while the public release ended with a simple, high-intent CTA such as “Download Comet today.”

2. Ahrefs - Brand Radar

How they announce new features:

Ahrefs introduced Brand Radar, a tool that helps marketers track how their brand appears across AI platforms like ChatGPT, Perplexity, and Google’s AI Overviews. The launch was shared through a detailed blog post, a dedicated product page, and social updates from Ahrefs’ leadership team.

Why it worked

• Category creation through timing: Ahrefs launched Brand Radar right as marketers began questioning their visibility in AI-generated search results. The timing turned a growing industry concern into an opportunity to lead the conversation.

• Shift from SEO to AEO: The announcement positioned Ahrefs as the first major SEO platform to address Answer Engine Optimization (AEO), signaling a strategic expansion beyond traditional search tracking.
• Thought leadership angle: Ahrefs tied the launch to broader research on how AI Overviews impact organic traffic, establishing authority while offering solutions.

• Offline amplification: Ahrefs showcased Brand Radar at their flagship Ahrefs Evolve event, strengthening brand recall and credibility beyond digital channels.

3. Supademo

How Supademo announces new features

At Supademo, we use a multi-channel announcement strategy that blends storytelling, education, and hands-on experience. Every new feature is introduced in-app with an interactive demo so users can explore it immediately.

This is followed by LinkedIn posts from the founders, team-wide amplification across networks, and customer emails with embedded demo links.

We also publish YouTube videos that show real use cases, and for major launches, host AMA-style webinars led by our CEO and Head of Customer Success to engage users directly.

Here's an example of the new feature announcement with a YouTube video:

For our recent launch of Demo Hubs, we showcased the feature by using it ourselves. Demo Hubs are interactive collections that let users explore multiple demos in one place. To demonstrate its value, we built a Supademo Demo Hub, embedded it on our website, and invited visitors to experience it firsthand.

Why it works

• Interactive-first approach: Leading every announcement with an interactive demo helps users experience the feature instantly instead of reading about it.
• Product-led storytelling: Demonstrating the product in action makes the message clearer and builds credibility without extra marketing layers.

• Direct engagement: AMA-style webinars encourage questions, feedback, and product discussions, building deeper trust with customers.

Want an example of how to conduct a webinar as part of your new feature announcement? At Supademo, we hosted a webinar right after launching the Sandbox demo feature:

4. RB2B

How do they announce new features:

RB2B takes a founder-led, personality-driven approach to product storytelling. Instead of polished campaigns, the team uses its leadership’s strong LinkedIn presence to create authentic buzz. CEO Adam Robinson and Rob Clarke, Head of AI, naturally weave new feature mentions into their regular posts, focusing on insights, outcomes, and customer impact.

The company supports this with short YouTube videos, simple changelog updates, website chat banners, newsletters, and employee posts that reinforce the same message.

RB2B also embeds interactive product demos at release, allowing users to explore new functionality instantly within the product.

What we love about RB2B’s feature announcement style

• Authentic storytelling: RB2B doesn’t stage big launches. They turn real conversations about growth, customer feedback, and product learnings into organic product reveals that feel genuine and personal.
• Value-first communication: Each update highlights what’s in it for the user instead of focusing on technical details or hype.
• Team-wide amplification: Employees share their own perspectives and experiences with the feature, creating a ripple effect that drives virality and community engagement across LinkedIn and other channels.
• Interactive education: New features are paired with interactive product demos that guide users through the update, helping them understand value instantly.

5. PostHog- Max AI

How they announce new features:

PostHog rolled out Max AI through a mix of in-app tooltips, a humorous YouTube changelog video, and a detailed newsletter. Each channel played a specific role: tooltips drove in-product discovery, the video built community buzz, and the newsletter explained how Max AI fits into PostHog’s analytics stack.

Why it worked

• Humorous changelog updates: The YouTube changelog video added personality to product updates. Many viewers described it as “unhinged marketing,” which resonated with PostHog’s developer audience and made the feature announcement memorable.

• Educational deep dives: The newsletter "Product for Engineers" provided context and use cases, helping users understand the real impact of Max AI and reinforcing PostHog’s credibility.

• In-app visibility: Tooltips inside the product helped users discover Max AI organically. This direct exposure turned awareness into immediate usage.

6. Synthesia

How they announce new features

Synthesia launched AI Dubbing, positioning it as the next step in global content accessibility. The rollout included an email announcement to existing customers, an in-app update for current users, a YouTube explainer video that demonstrated the feature in action, and LinkedIn posts from the team to reach a wider audience.

Why it worked

• Global-first framing: The announcement focused on dubbing videos into 30+ languages with accurate lip-sync and voice preservation, directly addressing a core challenge for localization and training teams.

• Multi-format visibility: By combining email, in-app, video, and social channels, Synthesia ensured the launch reached both active users and potential customers, creating awareness and engagement.

• Clarity through product education: The accompanying blog and video explained why dubbing matters — highlighting the shift from simple translation to true understanding — and showcased real business use cases.

7. Figma

How they announce new features

Figma revealed Figma Buzz at Config 2025, its annual flagship event known for product debuts and community storytelling. The feature was introduced live on stage, followed by a dedicated blog post and recap video that extended the launch beyond the event. Figma also leveraged social media and design communities to drive ongoing discussion and engagement after Config wrapped up.

Why it worked

• Event-first storytelling: Launching at Config gave Buzz immediate visibility and emotional context. The live reveal created excitement, while post-event content sustained interest among those who couldn’t attend.

• Community amplification: Figma leaned on its passionate user base to share and discuss Buzz across LinkedIn, X, and design forums, turning the community into distribution.
• Timing and sequencing: By pairing a live launch with supporting content (blog, social, video), Figma extended the life of the announcement and kept the conversation active for weeks.

8. Canva: AI-Powered Visual Suite

How they announce new features

Canva introduced the AI-powered visual suite during Canva Create 2025, its flagship launch event. The announcement combined a live keynote reveal with a detailed blog post, a YouTube explainer, and a coordinated email and in-app rollout for existing users.

Canva also partnered with design influencers and creators who shared first-look tutorials and use cases across social media, expanding the campaign’s reach beyond its existing community.

Why it worked

• Flagship event spotlight: Launching at Canva Create gave the announcement built-in buzz and made it part of the brand’s big annual moment.

• Unified messaging across formats: From the keynote to blog content, video, email, and in-app prompts, the story of “one creative AI partner” stayed consistent and clear.

• Influencer amplification: Canva partnered with well-known creators and design educators who showcased how AI fits into real workflows. This added authenticity and helped reach new audiences beyond Canva’s user base.

9. Glasp- YouTube tracking

How they announce new features

Glasp introduced its YouTube Tracking feature with a simple but effective rollout. The update was announced through in-app notifications, a short changelog post, and an email to existing users explaining how to use the new feature.

The tone was straightforward and product-led, consistent with Glasp’s minimalist communication style.

Why it worked

• Simplicity and clarity: Glasp didn’t overcomplicate the launch. The announcement clearly explained what the update does and how users could benefit within seconds of reading it.
• Product-led visibility: The in-app announcement ensured users discovered the feature right where they needed it, driving instant adoption without relying on external campaigns.

What could’ve been better?

Adding a demo video on their website or inside the app could have made the feature’s value more tangible. A quick video walkthrough or embedded preview would have helped users visualize how YouTube tracking works, encouraging faster adoption.

10. Notion- Notion AI

How they announced it

Notion rolled out Notion AI through a well-orchestrated multi-channel rollout across LinkedIn, YouTube, blogs, and changelogs. Inside the product, an in-app widget and tooltips encouraged users to try it instantly. The launch also gained momentum on Reddit, where community discussions and feedback created organic buzz.

What we loved

• Reddit momentum: Notion’s subreddit already thrives with real user discussions, so promoting the launch there naturally generated buzz and visibility.
• Quirky, relatable messaging: The copy felt conversational and self-aware — it explained AI’s power without overhyping it, keeping the tone consistent with Notion’s approachable brand voice.
• Multi-touch rollout: The mix of blogs, tooltips, and social posts ensured users learned, explored, and shared the feature across different contexts.

4. Mailmodo- AI agents for email marketing

How they announce new features:

Mailmodo launched AI Agents for Email Marketing through a coordinated multi-channel campaign. The rollout included a LinkedIn push led by the CEO and employees, a Product Hunt release that ranked in the top two, a detailed blog post, coverage through the Y Combinator network, and obviously, an email announcement.

The team also added an in-app announcement that introduced users to the new AI features and linked to an interactive demo inside the product.

Why it worked

• Humor that hit the pain point: The launch video used humor to show how email marketers get bogged down in repetitive tasks, making the problem relatable and memorable.
• Multi-channel presence: Consistent visibility across Product Hunt, LinkedIn, the company blog, and in-app kept the campaign top of mind through a steady flow of updates.

• Thought-leadership framing: By positioning AI agents as “the future of smarter email marketing,” Mailmodo presented itself as a forward-thinking brand leading the shift toward intelligent automation.

12. Cursor

How they announce new features

Cursor’s team doesn’t rely on a single channel to communicate updates. They build momentum across every surface their users engage with. Each release is introduced in-app, shared on LinkedIn, and amplified through videos and a Product Hunt launch.

What sets them apart is how they pair these announcements with roundtables and AMAs, giving users direct access to the team and sparking curiosity before and after launch.

What we love

• Conversation-first launches: The use of live AMAs and roundtables turns announcements into discussions. Instead of pushing information, Cursor invites questions and ideas, building trust and user ownership early.
• Cross-channel consistency: Whether it’s Product Hunt, social, or in-app, the message stays cohesive and timely. Each channel builds on the last, creating a clear path from awareness to action.

How to create winning new feature announcements?

After seeing how top SaaS companies roll out new features, one thing stands out: successful announcements follow a clear, repeatable process. Here’s how to create one that drives real adoption.

Step 1: Define your goal

Start by identifying what success looks like. Do you want to drive feature adoption, re-engage inactive users, or attract new ones? Your goal determines the message, format, and follow-up strategy.

Step 2: Identify the audience segment(s) most impacted

Not every feature is meant for every user. Identify who benefits most, such as new users, advanced users, or specific customer tiers, and focus your message on their needs.

In product marketing, clear audience segmentation ensures your messaging, visuals, and channels align with real user priorities. Tailored communication improves engagement and helps each segment see immediate value.

Step 3: Craft benefit-first messaging

Start with the outcome, not the feature. Instead of saying “We added advanced filters,” say “You can now find the data you need faster with advanced filters.” Clear, benefit-driven messaging helps users quickly see the value.

Step 4: Choose your channels + craft visuals

Decide where to share your update.

• Use in-app channels like product tours, banners, tooltips, notification centers, or demo hubs to reach active users.
• For broader visibility, use external channels like emails, changelogs, blogs, social posts, or webinars.

The right mix varies for every company. Analyze which channels drive the most adoption, pick three to four that fit your audience, and keep your messaging consistent across all of them.

Step 5: Launch and drive adoption

Treat your announcement like a campaign, not a one-time post. Use in-app prompts, follow-up emails, and reminder tooltips to bring users back and encourage them to try the feature. Make sure your CTAs lead directly to action inside the product.

Step 6: Measure & iterate

Track engagement and adoption metrics such as click-through rate, demo views, or completion rate. Collect user feedback to understand what worked and what needs improvement. Use these insights to refine your next announcement and build on what resonates most.

Turning feature announcements into product moments

If there’s one clear pattern from these examples, it’s that the best feature announcements don’t rely on luck or loudness. They’re intentional, user-focused, and designed to meet people where they are.

Different companies approach this differently. Figma turns launches into community moments through live events. RB2B builds trust with authentic, founder-led storytelling. Supademo leads with interactivity, using hands-on demos and in-app experiences to help users understand new features instantly.

If you’re looking to create awareness and drive real adoption, interactive product demos are one of the most effective ways to do it. They help users see value instantly, not just read about it.

So, if you’re planning your next product update, try making it interactive.

Try Supademo today and create your first feature announcement demo.

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