Nobody shares a product update. People share a joke that happens to contain a product update. That distinction is the entire skill.
Start with the reaction, not the news
Before you write the caption, decide how you want people to feel — relieved, called out, hyped — and pick a format built for that emotion. The announcement itself goes in last.
Keep the brand voice out of the joke
The fastest way to kill a marketing meme is to make it sound like marketing. Write the caption the way your audience already talks, then attach your logo quietly in the corner instead of the headline.
Ship it in both formats
An announcement meme works differently as a still image in a feed versus a captioned video in Stories. Building both from the same idea, one from the image generator and one from the video generator, takes minutes and covers both placements.