New feature announcements are crucial for user engagement and adoption. However, users often resist change due to fear of the unknown or potential disruption. To overcome this resistance, it's essential to develop an effective feature announcement strategy that includes a clear goal, target user, feature priority, and appropriate channels. In-app announcements, blog posts, and emails are common channels for announcing new features. By following best practices such as tailoring messaging to specific user segments, setting triggers for in-app messages, and providing clear next steps, companies can improve product adoption and reduce churn.