The secret to scaling product announcements: a changelog

The secret to scaling product announcements lies in developing a framework for scoping announcements and tactics that can scale with the cadence of feature releases. A common strategy is grouping similar features together into a single announcement, or ruthlessly prioritizing and not announcing the least impactful updates. This approach helps maximize touchpoints with customers, reduces over messaging, and increases feature awareness and adoption. A changelog serves as a curated feed of relevant updates and changes that raises customer awareness around new product features, and its primary goal is to increase feature awareness and adoption. To create an effective changelog, prioritize updates that are valuable to most customers, avoid posting about minor updates, and keep updates clear, concise, and benefit-oriented. Promoting the changelog through easy-to-share links and social media can also help increase visibility and engagement.

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