The brief
The launch facts, the one sentence that matters, and the angle each person should take.
Sample brief
Campaign title
Launch: [Product or feature], [date]
Brief
On [date] we launch [Product or feature]. In one sentence: [customer] can now [do something] without [old pain]. It's available to [who] from [date], at [price, or no extra cost]. Details and screenshots: [link].
Please post on launch day, in your own words, about the part you know: the founder on why we built it now, engineers on what was hard to get right, sales and support on the customer problem it removes. Don't promise dates for what comes next, and say you work here when you recommend it.
Three posts from that brief
Three angles on one launch. Replace the words in [brackets] and keep only what's true.
Two years ago a customer told me: "[the sentence that started it]". Today we're launching [Product or feature] because of that sentence.
What it does: [customer] can now [do something] without [old pain].
What it doesn't do yet: [an honest limit]. We'd rather ship the part that works and learn from you than wait for a perfect version.
Available today for [who]: [link]
Thank you to the team who built it, and to the [number] customers who tested it with us.
The hardest part of [Product or feature] wasn't the feature. It was [the technical challenge, for example keeping it fast on accounts with 100,000 records].
We rewrote [component] twice before it was good enough. If you try it today and something feels slow, tell me. I want to know.
(I work at [Company], so I'm biased. I'm also the person who gets the bug report.)
If you've been on a call with me this year, you've heard me say "not yet" about [problem]. Today that changes.
[Product or feature] lets [customer] [do something] in [short time]. I'm happy to show it on your own account in 15 minutes. I work at [Company], for the record. [link]
The company Page post
The one sentence, who gets it, and where to see it.
New today: [Product or feature]. [Customer] can now [do something] without [old pain]. Available now for [who]. See how it works: [link] 🚀
Timing and tagging
- Page first, then people, over the day. The Page post in the morning, the founder's soon after, then the rest of the team through the day. For days and times, see our LinkedIn posting schedule.
- A different angle for each person. Fifteen near-identical posts look coordinated. Ask each person to write about the part of the launch they know.
- Say you work there. When employees recommend the company's product, the FTC expects the relationship to be clear in the post itself (FTC's Endorsement Guides: What People Are Asking). The posts above show one way: a short "I work at [Company]".
- Tag customers only with permission. A customer story in a launch post needs the customer's OK first, and so does tagging them.
FAQ
How do I announce a product launch on LinkedIn?
Lead with what changed for the customer in one sentence, show it (a screenshot or a short video), say who gets it and when, and link to the details. Then let the people who built and sell it post their own angle.
Should employees post about our product launch?
If they want to. Posts from the founder, an engineer or a salesperson reach people the company Page doesn't, as long as each one is in their own words and nobody is required to post.
Do employees need to say they work at the company?
Yes, when they recommend the company's product. The FTC's guidance says the relationship should be clear in the post itself (FTC). This isn't legal advice.
What's the best time to post a product launch?
When your customers are on LinkedIn, usually a weekday morning in their time zone. Our LinkedIn posting schedule sums up what LinkedIn and four 2026 studies say.
More templates: LinkedIn post templates for teams. New to the idea? What employee advocacy is, for a small team.