Quick answer: On LinkedIn, the launch doesn't arrive as a single announcement. It's a short arc: a teaser from the founder, a launch post with the product, a document carousel that does the explaining, and a recap. The founder's personal page consistently reaches more people than the company page.

Here's how to run the announcement without sounding like a press release.

The people, not the page

The first thing to accept: the founder's personal post gets the reach, because LinkedIn's feed prioritizes personal profiles over company pages. The company page still posts, but it's a record, not the engine.

Use the founder's name, the first person, and a real story. The company page posts the official version and reshapes the founder's.

The launch sequence

The teaser, two days before. A short post on the problem, or a sentence about what's about to ship. No link yet. This checks who's listening and primes the network.

The launch post, launch day. A 1200 × 627 image (or the carousel below), a caption that leads with the story, and the link in the caption. The caption structure is covered in how to write a LinkedIn launch post.

The document carousel, day 1 or 2. A PDF of 6–10 cards walking through the product. This is the format that keeps people on LinkedIn longest. Full build in the LinkedIn carousel tutorial.

The recap, day 4 or 5. What happened, what people said, the next milestone. One honest update beats three victory posts.

The caption formula

LinkedIn gives you 3,000 characters and readers actually open long posts if the first lines work. The reliable structure:

  1. First 2–3 lines: the claim or the problem, stated in the way a buyer would describe it.
  2. Body: a short paragraph of context, then a few numbered points.
  3. Close: the ask and the link.

The first two lines are what show before the "see more" cutoff; they determine whether the rest is read.

  • Post image: 1200 × 627 (1.91:1).
  • Link preview: the landing page's 1200 × 630 Open Graph image, pulled automatically. If you post a URL, the link stays in the caption; LinkedIn doesn't punish links the way X does.
  • Carousel: a PDF, 1080 px wide, 6–10 pages.

Full dimensions are in the LinkedIn image size guide.

How employees and founders help

A coordinated launch isn't spam if it's genuine: a handful of people who actually worked on the product each post their own version of the story. The founder's post is about the why; an engineer's post is about the hard problem; a designer's post is about the craft. The same template in five voices is a commercial. Five distinct voices is a launch.

What to avoid

  • The broadcast tone. "We are thrilled to announce" is the opening of an ad, not a post. Say it plainly.
  • Hashtag stuffing. Three to five relevant hashtags is plenty; a wall of twenty reads as an email campaign.
  • Reposting the same card daily. Each day's post has its own angle, per the seven-angle framework.
  • Comments with the same "thanks for sharing" line. Real replies only.

Frequently asked questions

Do I post on the company page or my profile? The founder's profile first; the company page then posts the official version.

Should the link go in the post? Yes, in the caption; LinkedIn keeps link-bearing organic posts visible.

How long should the post be? The launch post is usually 150–250 words; the carousel does the long-form explanation.

Can the same post go to Instagram? Not directly. The caption style, length, and image ratios are different; LinkedIn is 1.91:1, Instagram is 4:5.

What if I'm not active on LinkedIn? Spend two weeks commenting and posting short work notes before the launch. A launch from an empty profile is the hardest kind to get traction for.

Write the launch post in the first person and start with the problem, not the product name. If the first two lines read like a human sentence, the rest of the feed will read it.

Related guide: the complete product launch checklist.