One of the biggest shifts I’ve made in my business is this: I don’t launch to followers anymore; instead, when I’m launching a new product, I launch to my waitlist. It sounds simple, but it completely changed my results. Followers are passive, while a waitlist is active. These are people who have raised their hand and said, “I want this when it’s ready.” And the best part is, I didn’t need a huge audience to do this well.

It’s not just me… I see so many people grabbing this idea of turning followers into a waitlist. One of my favorite examples is how Blogalates launches her POPFLEX new products. She doesn’t open it to the public right away, instead she makes new releases exclusive. You can only shop if you are on the waitlist. It is such a simple move and completely reframes the launch. Instead of chasing customers, she creates moments when her audience feels, “I need to get on this list, or I’ll miss it.” And this is the moment they make the decision to move from a passive audience member to an activated (ready to buy) one, no money needed!

I’ve been watching her content for years, and she’s always doing this in real time by:

  • Asking for opinions in captions and stories, and then inviting people to her waitlist
  • Showing sketches and prototypes while making it known that it might be gone if you don’t get on the list
  • And reacting to feedback publicly with her waitlist of superfans as her support system

So by the time she says, here’s a design to buy, it is no longer a cold ask. It’s the natural next step in a conversation that’s already been happening.

How To Build A Waitlist

Do you think building a waitlist could help your product launch go more smoothly? Here are a few steps you can implement to try it out right now.

1. Start with questions before inviting

You can create questions that flow seamlessly with your content through Instagram polls, “this or that” stories, comment prompts, and even engaging with your followers in the DM’s.

2. Show the build (this is the sneak peek)

Share early designs, samples, and behind-the-scenes decisions. This is where trust is built. People start thinking, “I want that when it’s ready.” Then offer simple sign-ups to join your waitlist. This can be an email list you have, a social broadcast channel, or even a more personal text list. Find a way that works for you and your audience.

3. Position the waitlist as access, not a promotional form

The exclusivity of a waitlist matters more than people realize, and positioning yours as early access to new designs, more personal access to you, or extra SPECIAL content will make your list more committed to staying a part of it. This isn’t just marketing… it is creating super fans.

If you want to apply this today, here’s exactly how I would structure it:

  • Post 3–5 stories asking your audience about a specific product idea
  • Screenshot and save their responses (this becomes your messaging), and makes the list feel like a community
  • Share a rough version, idea, or mockup of the new designs and products within a couple days
  • Say clearly: “I’m building this, join the waitlist to get it first.”
  • Repeat that message for a few days while continuing to share progress

That’s it. No complicated funnel required. If there’s one big takeaway from studying Blogilates, and beginning to implement this myself, it’s this: Don’t separate your content from your product. The content is the funnel, and the waitlist is just the moment where that interest turns into commitment.

In my product coaching program, I help creators build exactly this. After designing, sourcing, and preparing your product to launch, we map out your waitlist funnel step-by-step so you’re not guessing what to say or how to structure it. Because the goal isn’t just to have followers watching your content. It’s about having people waiting with credit cards ready before your product even exists. Check it out here.