Short answer: start posting about the problem three to four weeks before launch, show the product in the final week, and publish a cluster of demo, founder and customer clips on launch day. Then keep going for two weeks with answers to the questions launch brings in. Most of the value comes from the weeks around the day, not the day itself.
The plan at a glance
| Phase | Weeks (assumed) | Goal | Main formats |
|---|---|---|---|
| Problem | Launch −4 to −2 | Build an audience that cares about the problem | Teach-the-job clips, slideshows |
| Tease | Launch −1 | Signal something is coming | Founder behind-the-build, sneak peeks |
| Launch | Launch day and +1 | Show it working, drive signups | Demos, founder story, early customer clips |
| Answer | Launch +1 to +2 | Handle questions and objections | Reply-to-comment videos, how-tos |
Six weeks is a planning assumption. Shorter launches compress the problem phase, which is the one that suffers most.
Before launch: prepare the assets
| Asset | Count (assumed) | Notes |
|---|---|---|
| Demo clips | 4–6 | One outcome each; see product demo shorts |
| Founder clips | 3–4 | Why we built it, what we cut, what is next |
| Slideshows | 2–3 | Checklists related to the launch feature |
| Customer clips | 1–2 | Beta users with written permission |
| Tagged links | One per account | Launch campaign in utm_campaign |
Use a dedicated utm_campaign such as launch_2026q4 so launch signups are
easy to separate; see UTM links.
Launch day
- Publish the main demo on every active account, with captions written for each platform and clean exports without other apps' watermarks.
- The founder posts the story in their own words.
- Pin the demo to the brand profile.
- Update profile links to the launch page.
- Someone watches comments for the first few hours and replies, or records video replies to good questions.
Keep the same clip from going out twice on one account. Spread different clips across the day instead of repeating one.
After launch: answer everything
The comments on launch clips are the next two weeks of content. Keep a list, group repeated questions, and answer each group with a short video. Objections ("does it work with X?") are especially worth answering on video.
Launch-week mistakes to avoid
- Posting the same clip several times on one account to "boost" it.
- Asking employees or friends to leave coordinated comments. Keep engagement genuine.
- Launching with no link ready on accounts that can show one.
- Stopping all other content, so the feed looks like an ad stream.
- Promising results or numbers you cannot back up.
- Forgetting to update pinned posts and profile links once the launch ends.
What to measure
| Metric | Why |
|---|---|
| Posts published vs planned | Did the plan happen |
| Launch UTM clicks and signups | Direct response |
| "How did you hear about us" answers | Catches viewers who searched later |
| Comment questions | Content backlog and product feedback |
| Branded search in the launch weeks | Wider interest |
See measuring signups.
Running launch day on iPhones with Farmero
Launch day is when a missed post hurts most. Farmero posts from your iPhones through the real apps, reads the profile header to prove it is on the right account, and checks the profile afterwards; anything it cannot confirm is flagged uncertain, never retried automatically, so the launch clip does not go out twice. It can report results to Telegram or ntfy while the team is busy. See posting and troubleshooting.
FAQ
How early should we start posting before a launch?
Several weeks, about the problem, so there is an audience when you launch.
Should we post the same demo on every account?
The same demo can go to different accounts with different captions. Avoid repeating it on the same account.
What if launch day content gets little reach?
Keep posting. Launch-week answers and demos often find viewers later, especially on YouTube, where search brings people to older videos.
Should customers appear in launch videos?
Only with written permission and a clear idea of where the clip will run.